CONTENT MARKETING FOUNDATION

INTRODUCTION

What is content marketing?

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- A meal at a Michelin star restaurant is a rare, delightful, and expensive experience, but
did you know that the Michelin Guide that identifies these fine dining establishments is
actually a resource published by a French tire company? The guide was first published
by Michelin Tires in 1900 as a way to generate demand for cars in France by offering
people maps, restaurant listings, and advice for planning road trips. There wasn't a
resource like this available for motorists at the time, helping Michelin get the attention
of potential customers who might need to purchase tires from their cars in the
future. Cut to over 100 years later, and the Michelin Guide is still being published
today, and most importantly, positions the company as the world's most trusted advisor
on traveling, and that is what content marketing done right can do for your
organization. Hi, I'm Brian Honigman. I'm a marketing consultant and an NYU adjunct
professor, and for the last decade, I've worked with organizations like the United
Nations and Thompson-Reuters on creating impactful content marketing
programs. Throughout this LinkedIn learning course, you'll learn how to create a content
strategy to purposely guide your efforts, understand the ins and outs of producing
meaningful content, and the most effective techniques for distributing this content to
the right people. A lot of old forms of advertising just aren't as effective as they used to
be. Now, it's more important than ever to earn trust and loyalty with your customers for
the long term. Join me in creating your own plan for embracing content marketing the
right way.