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
ofrecido por
Universidad de California, Davis
Acerca de este Curso
4.5
259 calificaciones
Habilidades que obtendrás
ManagementContent MarketingCopywritingWriting
Programa - Qué aprenderás en este curso
Semana
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 videos (Total 32 minutos), 2 readings, 1 quiz
9 videos
Module Introduction1m
What Should Content Do?6m
Overview of the Structure for Effective Content4m
Building Your Professional Brand4m
Tips for Building Your Professional Brand5m
I Have My Site, Now What?4m
Interview with Stefanie Flaxman - Editor-in-Chief1m
Interview with Stefanie Flaxman - Content Calendar38s
2 lecturas
The 5 P Approach to Copy that Crushes It35m
Content Marketing Research (The Crucial First Step)35m
1 ejercicio de práctica
The Content Marketing Ecosystem22m
Semana
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 videos (Total 69 minutos), 4 readings, 1 quiz
10 videos
Overview of the 7A Framework11m
The First 2 A's of the Framework: Agility & Authenticity1m
Stealing Headlines for Attention8m
Capturing Audience Attention10m
Actions Steps 1, 2, 38m
Call-to-Action & Risk Reversal11m
Expanding Your Network10m
Your "About" Page4m
The Last 2 A's of the Framework: Authority & Audience1m
4 lecturas
The Business Case for Agile Content Marketing30m
A Content Marketing Strategy That Works30m
Content Marketing (How to Build an Audience that Builds Your Business)35m
7A Framework35m
1 ejercicio de práctica
The Strategic Context (7A Framework)24m
Semana
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 videos (Total 14 minutos), 1 reading, 2 quizzes
5 videos
Mapping the Journey1m
Empathy Maps47s
Experience Maps1m
Two Keys to Creating Irresistible Content9m
1 lectura
Internet Marketing for Smart Peoples
1 ejercicio de práctica
Mapping the Journey: Crafting a Content Marketing Strategy22m
Semana
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 videos (Total 6 minutos), 5 readings, 2 quizzes
6 videos
Attraction Content36s
Affinity Content1m
Action Content58s
Making Action Content Actionable1m
Authority Content49s
5 lecturas
How to Create Content That Converts30m
How to Write Magnetic Headlines45m
Keyword Research (A Real World Guide)30m
How to Create Compelling Content40m
Email Marketing (How to Push Send and Grow Your Business)50m
1 ejercicio de práctica
The Strategic Types of Content20m
45%
comenzó una nueva carrera después de completar estos cursos
35%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Principales revisiones
por 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
por 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!
Instructor
Sonia Simone
Chief Content OfficerRainmaker Digital, LLC
Acerca de Universidad de 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.
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.
¿Qué recibiré si compro el Certificado?
Cuando compras un Certificado, obtienes acceso a todos los materiales del curso, incluidas las tareas calificadas. Una vez que completes el curso, se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes participar del curso como oyente sin costo.
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