| Section 01 |
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Introduction to Building Your Model |
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00:05:00 |
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Role of Marketing |
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00:09:00 |
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Importance of Modern Marketing |
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00:04:00 |
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Framework for Building Your Marketing Model |
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00:01:00 |
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Step 1: Know Your Numbers |
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00:12:00 |
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HOMEWORK: KNOW YOUR NUMBERS |
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00:02:00 |
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Step 2: How to Measure the Right Numbers |
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00:09:00 |
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The Art of Experience Mapping |
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00:04:00 |
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The Buying Process |
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00:08:00 |
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HOMEWORK: BUYER JOURNEY QUESTIONS |
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00:02:00 |
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Step 3: Conversion Rates |
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00:08:00 |
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Do You Know Your Industry Averages? |
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00:12:00 |
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Step 4: Building Your Model |
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00:05:00 |
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Knowing the Value of a Lead |
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00:04:00 |
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HOMEWORK: BUILD YOUR MODEL |
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00:03:00 |
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Step 5: Building Your Scenarios |
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00:08:00 |
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HOMEWORK: BUILD YOUR FUNNEL |
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00:03:00 |
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Practical Campaign Models |
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00:10:00 |
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Next Steps |
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00:03:00 |
| Section 02 |
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Introduction to the Belief Framework |
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00:12:00 |
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Rule 1: Everybody has Beliefs |
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00:07:00 |
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Rule 2: Belief is a Strong Motivator |
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00:08:00 |
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Rule 3: Belief Precedes Behavior |
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00:06:00 |
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Rule 4: All Beliefs can be developed |
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00:02:00 |
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Rule 5: Beliefs can be measured |
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00:04:00 |
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The 5 Belief Framework Principles |
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00:03:00 |
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Principle 1: Act like a Mentor |
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00:06:00 |
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Belief Framework: Definition of Mentorship |
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00:04:00 |
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Belief Framework: A Mentor is Other-Centered |
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00:03:00 |
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Belief Framework: A Mentor is Authentic |
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00:05:00 |
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Belief Framework: A Mentor is Empathetic |
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00:04:00 |
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Belief Framework: A Mentor is an Authority |
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00:05:00 |
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Belief Framework: A Mentor is Committed |
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00:05:00 |
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Principle 2: Your Customer is Human |
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00:02:00 |
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Introduction to Personas |
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00:06:00 |
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HOMEWORK: DEFINING YOUR TARGET MARKET |
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00:03:00 |
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Elements of a Good Persona |
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00:08:00 |
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Telling Your Persona’s Story |
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00:06:00 |
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HOMEWORK: PERSONAS |
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00:05:00 |
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Principle 3: Identify and Establish the Need |
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00:08:00 |
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Defining Consumer Needs |
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00:06:00 |
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Discovering Your Genuine Contribution |
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00:12:00 |
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Create or Satisfy Needs? |
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00:04:00 |
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HOMEWORK: IDENTIFY AND ESTABLISH THE NEED |
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00:04:00 |
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Principle 4: You Have the Solution |
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00:04:00 |
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Journey Specific Solutions |
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00:09:00 |
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HOMEWORK: ESTABLISHING THE SOLUTION |
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00:04:00 |
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Content Types per Stage |
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00:08:00 |
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HOMEWORK: DEFINING THE BUYING PROCESS |
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00:03:00 |
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Principle 5: People Respond to Direction |
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00:05:00 |
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Ad & Brand Exposure |
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00:05:00 |
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Two Types of Actions |
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00:06:00 |
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Creating the Belief Framework |
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00:03:00 |
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HOMEWORK: THE BELIEF FRAMEWORK |
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00:10:00 |
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Values-Based vs Fear-Based Marketing |
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00:06:00 |
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Features vs Benefits |
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00:05:00 |
| Section 03 |
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Introduction to CRO |
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00:11:00 |
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Defining Conversion |
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00:13:00 |
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Building Your Conversion Plan |
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00:07:00 |
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STEP 1: MEASURE |
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00:12:00 |
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3 Primary Methods of Data Analysis |
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00:09:00 |
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Data Tools and Tags |
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00:07:00 |
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HOMEWORK: INSTALLING TOOLS |
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00:07:00 |
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Important KPIs |
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00:04:00 |
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Funnel Pages |
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00:03:00 |
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HOMEWORK: DASHBOARD & REPORTS |
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00:04:00 |
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HOMEWORK: SEGMENTS |
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00:03:00 |
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STEP 2: ANALYZE |
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00:09:00 |
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Funnel Touchpoints |
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00:11:00 |
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Hypothesize |
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00:11:00 |
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Prioritize |
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00:03:00 |
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HOMEWORK: CRO WORKLOG |
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00:10:00 |
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STEP 4: DESIGN |
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00:04:00 |
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Mobile Design |
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00:05:00 |
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Buzzword Compliance |
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00:01:00 |
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User Experience |
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00:03:00 |
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Consumer Focus |
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00:02:00 |
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What’s Missing? |
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00:04:00 |
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STEP 5: IMPLEMENT |
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00:11:00 |
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STEP 6: LEARN |
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00:05:00 |
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Key CRO Takeaways |
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00:03:00 |
| Section 04 |
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Introduction to SEO |
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00:08:00 |
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Defining Modern SEO |
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00:07:00 |
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The 5 Primary Keys of SEO |
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00:07:00 |
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Common SEO Myths and Misconceptions |
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00:07:00 |
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Why is SEO Important? |
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00:04:00 |
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The SEO Plan |
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00:02:00 |
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PART 1: TECHNICAL SEO |
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00:09:00 |
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Wrapped into Next Video |
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00:01:00 |
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Meta Tags |
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00:05:00 |
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Meta Tag: Title |
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00:06:00 |
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Meta Tag: Description |
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00:05:00 |
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URL Construction |
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00:06:00 |
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Duplicate Content |
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00:04:00 |
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PART 2: CONTENT |
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00:04:00 |
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Stage 1: Keyword Research |
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00:08:00 |
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4 Steps of Keyword Research |
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00:11:00 |
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HOMEWORK: KEYWORD LIST |
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00:07:00 |
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Stage 2: Content Audit |
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00:06:00 |
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Conducting a Content Audit |
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00:11:00 |
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Stage 3: Competitor Analysis |
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00:11:00 |
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HOMEWORK: SITE COMPARISON |
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00:08:00 |
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Stage 4: User Experience |
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00:15:00 |
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PART 3: LINKING |
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00:04:00 |
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Internal Linking |
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00:04:00 |
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External Linking |
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00:07:00 |
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Link Flywheel |
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00:05:00 |
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Link Types |
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00:04:00 |
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Link Building Strategies |
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00:04:00 |
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Social’s Impact on SEO |
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00:08:00 |
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HOMEWORK: SOCIAL INFLUENCERS |
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00:08:00 |
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METRICS |
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00:02:00 |
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Metric: Keyword Rankings |
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00:05:00 |
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Metric: Backlinks & Linking Root Domains |
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00:05:00 |
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Metric: Organic Traffic |
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00:03:00 |
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Metric: Average Time-On-Page |
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00:03:00 |
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Metric: Pages Per Session |
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00:03:00 |
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Metric: Returning Users |
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00:02:00 |
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Metric: Bounce Rate |
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00:03:00 |
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Metric: Page Speed |
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00:03:00 |
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Metric: Traffic By Device |
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00:04:00 |
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Metric: Conversions |
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00:02:00 |
| Section 05 |
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Introduction to Content Engagement Plan |
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00:10:00 |
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Modern Marketing Funnel |
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00:03:00 |
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Why Content Fails |
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00:06:00 |
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What Makes Content Valuable? |
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00:05:00 |
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Interactive Content |
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00:04:00 |
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Personalize Content |
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00:08:00 |
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Full-Funnel Content Plan |
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00:12:00 |
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Defining Content Type |
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00:07:00 |
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Consumer-Centric Content |
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00:06:00 |
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STAGE 1: TOFU CONTENT |
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00:09:00 |
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TOFU Spotlight: Social Media |
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00:02:00 |
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TOFU Content Examples |
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00:08:00 |
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STAGE 2: MOFU CONTENT |
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00:07:00 |
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MOFU Goals and Tactics |
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00:04:00 |
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MOFU Content Examples |
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00:11:00 |
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STAGE 3: BOFU CONTENT |
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00:07:00 |
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BOFU Goals and Tactics |
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00:05:00 |
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BOFU Content Examples |
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00:07:00 |
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STAGE 4: RETENTION CONTENT |
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00:03:00 |
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Retention Goals and Content Types |
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00:04:00 |
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Retention Content Examples |
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00:06:00 |
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Measuring Success |
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00:07:00 |
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HOMEWORK: CONTENT ENGAGEMENT PLAN |
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00:08:00 |
| Section 06 |
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Introduction to Multi-Channel Lead Acquisition |
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00:06:00 |
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DATA INFORMED |
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00:06:00 |
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Primary Success Metrics |
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00:13:00 |
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Syncing Your Accounts |
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00:03:00 |
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Tracking & UTM Codes |
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00:10:00 |
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HOMEWORK: UTM CODES |
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00:04:00 |
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Custom Dashboards |
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00:02:00 |
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HOMEWORK: DASHBOARD & REPORTS |
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00:04:00 |
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HOMEWORK: SEGMENTS |
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00:03:00 |
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ALL CHANNELS ARE PART OF THE JOURNEY |
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00:05:00 |
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INTEGRATED MARKETING COMMUNICATIONS (IMC) |
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00:05:00 |
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IMC Defined |
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00:05:00 |
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IMC Strategy |
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00:04:00 |
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IMC Examples & Marketing Mix |
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00:11:00 |
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DEVICE AGNOSTICISM |
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00:15:00 |
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BRANDED STYLE GUIDE |
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00:07:00 |
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Manual of Styles |
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00:09:00 |
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Example Style Guides |
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00:03:00 |
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CHANNEL: EMAIL |
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00:03:00 |
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Email Metrics |
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00:09:00 |
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Email Design |
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00:09:00 |
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Email Personalization |
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00:06:00 |
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Lead Nurturing Campaigns |
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00:08:00 |
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Different Types of Lead Nurturing Emails |
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00:07:00 |
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Growing Subscribers |
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00:03:00 |
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CHANNEL: SOCIAL |
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00:08:00 |
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LinkedIn |
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00:02:00 |
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Facebook |
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00:04:00 |
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Twitter |
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00:02:00 |
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YouTube |
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00:03:00 |
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Other Social Networks |
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00:02:00 |
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CHANNEL: SEARCH MARKETING |
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00:02:00 |
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#1: Be Found at Every Stage |
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00:02:00 |
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#2: Drive Dual Strategies |
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00:03:00 |
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#3: Boost Conversions |
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00:03:00 |
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#4: Dominate the SERPs |
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00:03:00 |
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#5: Conversions |
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00:02:00 |
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Integrate, Don’t Separate |
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00:03:00 |
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CHANNEL: REMARKETING |
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00:09:00 |
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Why Remarketing Works |
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00:03:00 |
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Different Types of Remarketing |
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00:03:00 |
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