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The Strategy of Content Marketing
  • Level Professional
  • Duration 21 hours
  • Course by University of California, Davis
  • Offered by

About

This course is a partnership between the leading content marketing authority, Copyblogger, and UC Davis Continuing and Professional Education. 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.

Modules

Getting Started

    • 1 Videos
    • 1 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Your Learning Goals

1 Videos

  • The Strategy of Content Marketing Introduction

1 Readings

  • *IMPORTANT: A Note from UC Davis

The Content Marketing Ecosystem

    • 8 Videos
    • 1 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Building Your Professional Brand

8 Videos

  • Module Introduction
  • What Should Content Do?
  • Overview of the Structure for Effective Content
  • Building Your Professional Brand
  • Tips for Building Your Professional Brand
  • I Have My Site, Now What?
  • Interview with Stefanie Flaxman - Editor-in-Chief
  • Interview with Stefanie Flaxman - Content Calendar

1 Readings

  • How to Find Podcast Interviews

Readings

    • 1 Readings
Show info about module content

1 Readings

  • The 5 P Approach to Copy that Crushes It

Review

    • 1 Assignment
Show info about module content

1 Assignment

  • The Content Marketing Ecosystem

The Strategic Context (7A Framework)

    • 10 Videos
    • 1 Readings
    • 3 Discussion
Show info about module content

3 Discussions

  • Writing Headlines
  • Your "About Me" Page
  • The 7A Framework

10 Videos

  • The Strategic Context (7A Framework)
  • Overview of the 7A Framework
  • The First 2 A's of the Framework: Agility & Authenticity
  • Stealing Headlines for Attention
  • Capturing Audience Attention
  • Actions Steps 1, 2, 3
  • Call-to-Action & Risk Reversal
  • Expanding Your Network
  • Your "About" Page
  • The Last 2 A's of the Framework: Authority & Audience

1 Readings

  • How to Find Podcast Interviews

Readings

    • 4 Readings
Show info about module content

4 Readings

  • The Business Case for Agile Content Marketing
  • A Content Marketing Strategy That Works
  • Content Marketing (How to Build an Audience that Builds Your Business)
  • 7A Framework

Review

    • 1 Assignment
Show info about module content

1 Assignment

  • The Strategic Context (7A Framework)

Mapping the Journey: Crafting a Content Marketing Strategy

    • 5 Videos
    • 1 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Empathy Maps

5 Videos

  • Mapping the Journey: Crafting a Content Marketing Strategy
  • Mapping the Journey
  • Empathy Maps
  • Experience Maps
  • Two Keys to Creating Irresistible Content

1 Readings

  • How to Find Podcast Interviews

Readings

    • 1 Readings
Show info about module content

1 Readings

  • Internet Marketing for Smart People

Review

    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Mapping the Journey: Crafting a Content Marketing Strategy

1 Peer Review

  • Creating an Empathy and Experience Map

The Strategic Types of Content

    • 6 Videos
    • 1 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Establishing Authority

6 Videos

  • The Strategic Types of Content
  • Attraction Content
  • Affinity Content
  • Action Content
  • Making Action Content Actionable
  • Authority Content

1 Readings

  • How to Find Podcast Interviews

Readings

    • 5 Readings
Show info about module content

5 Readings

  • How to Create Content That Converts
  • How to Write Magnetic Headlines
  • Keyword Research (A Real World Guide)
  • How to Create Compelling Content
  • Email Marketing (How to Push Send and Grow Your Business)

Review

    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • The Strategic Types of Content

1 Peer Review

  • Using the Strategic Types of Content

Managing Your Content

    • 7 Videos
Show info about module content

7 Videos

  • Managing Your Content
  • Ethics and Professionalism
  • Plagiarism and Copyright Law
  • Introduction to Metrics
  • What Data Should I Pay Attention To?
  • Multimedia Content - Visuals
  • Multimedia Content - Audio and Video

Readings

    • 2 Readings
Show info about module content

2 Readings

  • Landing Pages (How to Turn Traffic Into Money)
  • Effective Content Promotion

Review

    • 1 Assignment
Show info about module content

1 Assignment

  • Managing Your Content

Course Summary

    • 1 Videos
    • 1 Discussion
Show info about module content

1 Discussions

  • Course Reflection

1 Videos

  • Course Summary

Auto Summary

Unlock the secrets of content marketing with "The Strategy of Content Marketing," a professional-level course from Coursera, developed in partnership with Copyblogger and UC Davis Continuing and Professional Education. Over 1260 minutes, master strategies to attract and retain customers, measure content effectiveness, and build your brand. Ideal for professionals, with Starter and Professional subscription options.

Sonia Simone
Instructor

Sonia Simone