COURSE OUTLINE
What is Content Marketing?
In this module you will be able to define what content marketing is, marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. You will be able to identify approaches used to, promote brand awareness, and to keep your business top of mind when it's time to buy what you sell.
Content marketing 7 step strategy building process?
In this module you will identify the 7 steps of building a successful content marketing strategy. Through defining goals, recording metrics, gathering data, deciding on content type, creation, distribution and following up on SEO
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.
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.
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.
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.
Optimizing content for search engines?
In this module you will learn the best practices you can adopt to optimize your content for search from the get-go. You will identify the best type of content you should use for search engine optimisation.