This course is a partnership between the leading content marketing authority, Copyblogger, and UC Davis Extension.
In this course, you will learn the core strategies content marketers use to acquire and retain customers profitably.
Specifically, you will learn how to develop, organize and implement a content marketing strategy, analyze and measure the effectiveness of content marketing, write compelling copy, use a strategic framework when writing, and build your professional brand and authority through content marketing. You will also learn how to put the ideas presented to you into action and build your own personal brand through content marketing.
The Strategy of Content Marketing
University of California, Davis
À propos de ce cours
4.5
239 notes
Compétences que vous acquerrez
ManagementContent MarketingCopywritingWriting
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1The Content Marketing Ecosystem
In this module, you will be introduced to the content marketing ecosystem. You will be able to define what content marketing is and explain why it is important in today's market. You will discover the purpose of what content should be able to do and what makes content effective. You will discover the importance of how your own professional brand can play in the importance of your company's content marketing strategy and you will build your own professional brand. You will build a personal website to help build your brand and in the final lesson, you will be able to discuss the editorial process for content and describe the benefits and importance of having a content calendar.
9 vidéos (Total 32 min), 2 lectures, 1 quiz
9 vidéos
Module Introduction1 min
What Should Content Do?6 min
Overview of the Structure for Effective Content4 min
Building Your Professional Brand4 min
Tips for Building Your Professional Brand5 min
I Have My Site, Now What?4 min
Interview with Stefanie Flaxman - Editor-in-Chief1 min
Interview with Stefanie Flaxman - Content Calendar min
2 lectures
The 5 P Approach to Copy that Crushes It35 min
Content Marketing Research (The Crucial First Step)35 min
1 exercices pour s'entraîner
The Content Marketing Ecosystem22 min
Semaine
2The Strategic Context (The 7A Framework)
After reviewing this module you will be able to explain and apply the 7A Framework to your own content. You will be able to think strategically by creating context which leads to creating content that actually works. You will be able to practice and discuss why being agile an essential part of the framework. You will discuss the idea of being authentic as a professional and within your own organization. You will be able to capture your audience's attention with effective headlines. You will be able to apply the 1, 2, 3, 4, 5 formula to prompt your audience to take action. You will examine how to prioritize acceleration and present yourself as a likable authority to your network. You will discuss the critical relationship between authority and audience and be able to write with authority and confidence.
10 vidéos (Total 69 min), 4 lectures, 1 quiz
10 vidéos
Overview of the 7A Framework11 min
The First 2 A's of the Framework: Agility & Authenticity1 min
Stealing Headlines for Attention8 min
Capturing Audience Attention10 min
Actions Steps 1, 2, 38 min
Call-to-Action & Risk Reversal11 min
Expanding Your Network10 min
Your "About" Page4 min
The Last 2 A's of the Framework: Authority & Audience1 min
4 lectures
The Business Case for Agile Content Marketing30 min
A Content Marketing Strategy That Works30 min
Content Marketing (How to Build an Audience that Builds Your Business)35 min
7A Framework35 min
1 exercices pour s'entraîner
The Strategic Context (7A Framework)24 min
Semaine
3Mapping the Journey: Crafting a Content Marketing Strategy
In this module, you craft a content marketing strategy by first examining the journey of your buyer or audience. You will be able to create your audience/buyer persona and describe the importance of always thinking about their journey. You will be able to develop empathy and experience maps and examine their purposes in a content marketing strategy. You will explore and be able to apply two essential elements for creating irresistible content.
5 vidéos (Total 14 min), 1 lecture, 2 quiz
5 vidéos
Mapping the Journey1 min
Empathy Maps min
Experience Maps1 min
Two Keys to Creating Irresistible Content9 min
1 lectures
Internet Marketing for Smart People min
1 exercices pour s'entraîner
Mapping the Journey: Crafting a Content Marketing Strategy22 min
Semaine
4The Strategic Types of Content
In this module, you will explore the various types of strategic content that go into an effective content marketing program. You will be able to identify and define the four types of strategic content: attraction content, affinity content, action content, and authority content. You will be able to use the strategies given to write the various types of content and be able to combine all four elements to write one effective content piece.
6 vidéos (Total 6 min), 5 lectures, 2 quiz
6 vidéos
Attraction Content min
Affinity Content1 min
Action Content min
Making Action Content Actionable1 min
Authority Content min
5 lectures
How to Create Content That Converts30 min
How to Write Magnetic Headlines45 min
Keyword Research (A Real World Guide)30 min
How to Create Compelling Content40 min
Email Marketing (How to Push Send and Grow Your Business)50 min
1 exercices pour s'entraîner
The Strategic Types of Content20 min
4.5
20%
83%
14%
Meilleurs avis
par NJ•Nov 5th 2018
Amazing course! I learn various new words and phrases that impress me a lot.\n\nI have sent my wordpress link. Kindly review me how am going.\n\nhttp://nj2016.wordpress.com
par MC•Jan 22nd 2018
It's a rich content course with great insights that will definitely help you become a better writter, know and reach your target, understand metrics and more!
Enseignants
Sonia Simone
Chief Content OfficerRainmaker Digital, LLC
À propos de University of California, Davis
UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact.
Foire Aux Questions
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