Lecture4

https://www.youtube.com/watch?v=IlZz4QwfWbg&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=8

https://www.youtube.com/watch?v=jC43QhFxFrY

1.      Where to pulizzis biases stem from? Whatdo you agree or disagree with?

2.      Explain the concept of brand as publisher

3.      Share specific examples on early contentmarketing from Michelin, P&G, John Deere, Jello-O and ovaltine. https://www.youtube.com/watch?v=IlZz4QwfWbg&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=9

(https://www.youtube.com/watch?v=IlZz4QwfWbg&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=8)

Lecture 5, 6, 7

https://www.youtube.com/watch?v=j_FfY0tFxMY&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=10

https://www.youtube.com/watch?v=noVlhhrPWqU&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=11

https://www.youtube.com/watch?v=dY19M9DVMBQ&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=13

https://learn.g2.com/b2b-marketing

https://www.youtube.com/watch?v=zDTS3IGEozk&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=13

4.      Define b2b marketing and explain itscontext in the larger marketing story

5.      What makes it different than consumermarketing

6.      How does this impact content creation forthe audience

7.      What is sales cycle and how does it differfrom the purchase funnel?

8.      How does it connect to content marketingand B2B marketing?

9.      Who are b2b audiences and what are theirspecific content needs?

10.  What is relevance and context and howdoes it connect to content marketing

11.  How does that connect to promotional strategy

12.  What is the relevance maturity matrix

13.  Explain positioning and its relation tocontent marketing

Lecture7, 8, 9

https://www.youtube.com/watch?v=dY19M9DVMBQ&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=13

https://www.youtube.com/watch?v=noVlhhrPWqU&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=11

https://bc.instructure.com/courses/2103215/assignments/23420816

https://bc.instructure.com/courses/2103215/assignments/23420817

https://www.youtube.com/watch?v=d4jPp2NdDYY&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=15

14.  What are some of Ardath Albeesrecommendations for B2B content marketing

15.  What are some of Gartners recommendationsfor B2B  content marketing

16.  How do you measure content marketing fora B2B audience?

17.  What is the customer journey?

18.  Why does mapping it help with contentmarketing?

19.  What are personas and how do they helpwith content creation?

20.  Discuss some of the steps suggested tobuild personas from buyer persona institute

21.  Identify strengths and weakness inpersona creation

Lecture 10 and 11

https://www.youtube.com/watch?v=d4jPp2NdDYY&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=15

https://www.smashingmagazine.com/2015/01/all-about-customer-journey-mapping/

https://bc.instructure.com/courses/2103215/assignments/23420797

https://www.youtube.com/watch?v=R69QV4UGms8&list=PL3DYW_HemO05USIt1Ld2MXTiDGfq2Ah0y&index=23

22.  Explain the difference between thepurchase funnel and the McKinsey consumer decision journey

23.  Identify different types of customerjourney maps

24.  What are some of the learnings that mapscan help identify

25.  What are some of the elements listed foran inventory of what we know when creating maps?

26.  Discuss touchpoints and how they work

27.  Why is branching important for maps?

28.  How can different marketing platforms beused at different map stages?

29.  What are some of the differences betweenmapping tools?