7 Min Marketing With Pam Didner

In my last episode, I talked about a class I took on how to take better photos using my iPhone. I found a class through the Today at Apple website. By going through that site and checking the various classes thatApple offers, I have to say that Apple does a great job on content marketing and sales enablement. In a way, their content is an extension of sales enablement. They use content to educate new users on how to use their products better. They use content to show existing users new tricks. All the classes are product-centric. They are on-point and focus on getting users ramp up as quickly as possible. Their class content, in a way, focuses on conversion from top of the funnel to the bottom of the funnel. To me, classes they provide are the essence of content marketing: offer relevant and educational content to acquire new customers and retain existing ones.  With millions of users, people come to the site naturally to find products, ask questions, and make purchases. Apple doesn’t need to use paid and spo