The Strategy of Content Marketing
University of California, Davis
課程信息
4.5
219 ratings
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.
您將獲得的技能
ManagementContent MarketingCopywritingWriting
教學大綱 - 您將從這門課程中學到什麼
1
章節
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 個視頻（共 32 分鐘）, 2 個閱讀材料, 1 個測驗
9 個視頻
Module Introduction1分鐘
What Should Content Do?6分鐘
Overview of the Structure for Effective Content4分鐘
Building Your Professional Brand4分鐘
Tips for Building Your Professional Brand5分鐘
I Have My Site, Now What?4分鐘
Interview with Stefanie Flaxman - Editor-in-Chief1分鐘
Interview with Stefanie Flaxman - Content Calendar分鐘
2 個閱讀材料
The 5 P Approach to Copy that Crushes It35分鐘
Content Marketing Research (The Crucial First Step)35分鐘
1 個練習
The Content Marketing Ecosystem22分鐘
2
章節
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 個視頻（共 69 分鐘）, 4 個閱讀材料, 1 個測驗
10 個視頻
Overview of the 7A Framework11分鐘
The First 2 A's of the Framework: Agility & Authenticity1分鐘
Stealing Headlines for Attention8分鐘
Capturing Audience Attention10分鐘
Actions Steps 1, 2, 38分鐘
Call-to-Action & Risk Reversal11分鐘
Expanding Your Network10分鐘
Your "About" Page4分鐘
The Last 2 A's of the Framework: Authority & Audience1分鐘
4 個閱讀材料
The Business Case for Agile Content Marketing30分鐘
A Content Marketing Strategy That Works30分鐘
Content Marketing (How to Build an Audience that Builds Your Business)35分鐘
7A Framework35分鐘
1 個練習
The Strategic Context (7A Framework)24分鐘
3
章節
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 個視頻（共 14 分鐘）, 1 個閱讀材料, 2 個測驗
5 個視頻
Mapping the Journey1分鐘
Empathy Maps分鐘
Experience Maps1分鐘
Two Keys to Creating Irresistible Content9分鐘
1 個閱讀材料
Internet Marketing for Smart People分鐘
1 個練習
Mapping the Journey: Crafting a Content Marketing Strategy22分鐘
4
章節
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 個視頻（共 6 分鐘）, 5 個閱讀材料, 2 個測驗
6 個視頻
Attraction Content分鐘
Affinity Content1分鐘
Action Content分鐘
Making Action Content Actionable1分鐘
Authority Content分鐘
5 個閱讀材料
How to Create Content That Converts30分鐘
How to Write Magnetic Headlines45分鐘
Keyword Research (A Real World Guide)30分鐘
How to Create Compelling Content40分鐘
Email Marketing (How to Push Send and Grow Your Business)50分鐘
1 個練習
The Strategic Types of Content20分鐘
4.5
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熱門審閱
創建者 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!
創建者 AP•Apr 13th 2018
Way more than I expected! Excellent course and real pleasure to read and listen to! Highly recommend it to everyone regardless of industry you work in.
講師
Sonia Simone
Chief Content OfficerRainmaker Digital, LLC
關於 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.
常見問題
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
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