Content Marketing & Strategy: Getting Started, Making It Better

Sep 11, 2026

This document outlines a webinar on Content Marketing & Strategy, presented by Laura Solomon on April 13, 2016. It emphasizes a shift in thinking, stating "Shift your thinking Or fail." The content covers the definition and importance of content marketing, the necessary planning stages, and strategies for maximizing content creation. It challenges the conventional approach of merely promoting products, advocating for a "Youtility" model where marketing provides massively useful, free information to build long-term customer trust and kinship. The document questions the relevance of traditional marketing by posing practical user-centric questions such as "Will I finally get ‘Excel?’" or "Will my child gain important literacy skills?", highlighting that effectiveness is measured by tangible payoff. It encourages a transition from purely promotional content to useful content that addresses customer needs and provides value, defining content marketing as anything that tells a story, including blog posts, videos, images, and tweets.

LanguageEnglish

CategoryGeneral

FormatPDF

Pages48

Reading Time17 min

AccessFree to download

Content Marketing & Strategy: Getting Started, Making It Better

Agenda

Shift your thinking Or fail.

What and why

The planning stages

Thinking outside (one) box

Talking turkey vultures

What’s actually relevant?

Youtility

Just telling people about your stuff isn’t enough

Effectiveness is about the payoff

Make the leap

What is content marketing, anyway?

Blog posts

Videos

Images

Tweets

Pretty much anything else online

FAQs

What is the core message of the content marketing webinar?

The core message is "Shift your thinking Or fail." It emphasizes the need to move from solely promotional content to providing useful information that builds customer trust and kinship.

What does 'Youtility' mean in the context of marketing?

Youtility, as defined by Jay Baer, is marketing upside down, focusing on providing massively useful free information that customers want, rather than just marketing what companies need. This creates long-term trust.

What types of content are considered part of content marketing?

Content marketing encompasses anything that tells a story, including blog posts, videos, images, and tweets, as well as pretty much anything else found online.

How is the effectiveness of content marketing measured?

The effectiveness of content marketing is measured by its payoff and usefulness to the customer, addressing practical needs and questions rather than just promoting products.

Sep 11, 2026

Upload by Pentious