The Strategy of Content Marketing

About this course: 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.

Created by:  University of California, Davis

• Taught by:  Sonia Simone, Chief Content Officer

  Rainmaker Digital, LLC

Level Intermediate Commitment 5 weeks of study, 2-3 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.3 stars Average User Rating 4.3See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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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.

Syllabus


WEEK 1


The 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, 2 readings expand

1. Video: The Strategy of Content Marketing Introduction
2. Discussion Prompt: Your Learning Goals
3. Video: Module Introduction
4. Video: What Should Content Do?
5. Video: Overview of the Structure for Effective Content
6. Video: Building Your Professional Brand
7. Video: Tips for Building Your Professional Brand
8. Discussion Prompt: Building Your Professional Brand
9. Video: I Have My Site, Now What?
10. Video: Interview with Stefanie Flaxman - Editor-in-Chief
11. Video: Interview with Stefanie Flaxman - Content Calendar
12. Reading: The 5 P Approach to Copy that Crushes It
13. Reading: Content Marketing Research (The Crucial First Step)

Graded: The Content Marketing Ecosystem

WEEK 2


The 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, 4 readings expand

1. Video: The Strategic Context (7A Framework)
2. Video: Overview of the 7A Framework
3. Video: The First 2 A's of the Framework: Agility & Authenticity
4. Video: Stealing Headlines for Attention
5. Video: Capturing Audience Attention
6. Discussion Prompt: Writing Headlines
7. Video: Actions Steps 1, 2, 3
8. Video: Call-to-Action & Risk Reversal
9. Video: Expanding Your Network
10. Video: Your "About" Page
11. Discussion Prompt: Your "About Me" Page
12. Video: The Last 2 A's of the Framework: Authority & Audience
13. Discussion Prompt: The 7A Framework
14. Reading: The Business Case for Agile Content Marketing
15. Reading: A Content Marketing Strategy That Works
16. Reading: Content Marketing (How to Build an Audience that Builds Your Business)
17. Reading: 7A Framework

Graded: The Strategic Context (7A Framework)

WEEK 3


Mapping 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, 1 reading expand

1. Video: Mapping the Journey: Crafting a Content Marketing Strategy
2. Video: Mapping the Journey
3. Video: Empathy Maps
4. Discussion Prompt: Empathy Maps
5. Video: Experience Maps
6. Video: Two Keys to Creating Irresistible Content
7. Reading: Internet Marketing for Smart People

Graded: Creating an Empathy and Experience Map
Graded: Mapping the Journey: Crafting a Content Marketing Strategy

WEEK 4


The 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, 6 readings expand

1. Video: The Strategic Types of Content
2. Video: Attraction Content
3. Video: Affinity Content
4. Video: Action Content
5. Video: Making Action Content Actionable
6. Video: Authority Content
7. Discussion Prompt: Establishing Authority
8. Reading: Copywriting 101
9. Reading: How to Create Content That Converts
10. Reading: How to Write Magnetic Headlines
11. Reading: Keyword Research (A Real World Guide)
12. Reading: How to Create Compelling Content
13. Reading: Email Marketing (How to Push Send and Grow Your Business)

Graded: Using the Strategic Types of Content
Graded: The Strategic Types of Content

WEEK 5


Managing Your Content



For this module, you should look at it as an added bonus of content. This module will have you examine the role ethics play in successful organizations. You will be able to manage not only your content, but how you should manage yourself as a professional and practice good ethics. You will be able to establish ethical and professional guidelines for content marketing and be able to build a relationship with your organizations legal team to help guide you against plagiarism and copyright laws. You will be introduced to the world of metrics for content marketers and identify and analyze which metrics you should pay special attention to. The final lessons will focus on opportunities for new media and platforms for your content. You will be able to discuss how to get better audio and video qualities through structuring and scripting multimedia content. You will also identify various kinds of multimedia content.


8 videos, 2 readings expand

1. Video: Managing Your Content
2. Video: Ethics and Professionalism
3. Video: Plagiarism and Copyright Law
4. Video: Introduction to Metrics
5. Video: What Data Should I Pay Attention To?
6. Video: Multimedia Content - Visuals
7. Video: Multimedia Content - Audio and Video
8. Reading: Landing Pages (How to Turn Traffic Into Money)
9. Reading: Effective Content Promotion
10. Video: Course Summary
11. Discussion Prompt: Course Reflection

Graded: Managing Your Content