The Strategy of Content Marketing

University of California, Davis via Coursera

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Details

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Paid Certificate Available
Duration & workload

9 hours 17 minutes
Sessions

On-Demand
Subtitles

Arabic, French, Portuguese, Italian, German, Russian, English, Spanish, Serbian, Thai, Indonesian, Kazakh, Hindi, Swedish, Korean, Greek, Chinese, Ukrainian, Japanese, Polish, Dutch, Turkish, Hungarian, Bengali, Pashto, Urdu, Azerbaijani, Farsi

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Part of

Content Marketing

Overview

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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.

Syllabus

What is Content Marketing?

Welcome to Module 1! In this module, we'll gain an understanding of what content marketing is, how content marketing plays a pivotal role in inbound and outbound strategies, and recognize the impact of content marketing in the digital world. You'll be able to recognize the benefits of brand awareness and current industry statistics. We'll review why content marketing is a central element in modern businesses and how it aligns with marketing objectives. We have a lot to cover, so let's get started!

Getting Started with a Content Marketing Strategy

Welcome to Module 2! In this module, you'll review and apply the basic concepts of crafting a compelling piece of content to the unique content strategy needs of B2B, B2C, and eCommerce industries. We'll then learn to develop tailored content strategies that align with specific industry goals and audience preferences. You'll also gain the ability to apply theoretical knowledge of content marketing to practical, industry-specific scenarios. Let's get started!

Planning a Content Strategy

Welcome to Module 3! In this module, you'll understand what content audits are and their importance in content marketing. We'll discuss the basic components and types of content audits, how to plan and conduct a content audit effectively, and review the tools and methods used in the content auditing process. You'll understand how to effectively report audit findings, implement those findings into a content strategy, and how to schedule regular audits effectively. Let's dive in!

Competitive Analysis

Welcome to the final module! In this module, we'll learn how to conduct a SWOT analysis in the context of content marketing. You'll develop skills to apply SWOT insights for enhancing content marketing strategies, understand the role of continuous SWOT analysis in maintaining a competitive advantage, and review the methods of conducting a thorough competitive analysis. Lastly, you'll develop a competitive analysis to assess competitors' strategies and performances. Let's finish strong!

Taught by

Sonia Simone

Reviews

3.8 rating, based on 8 Class Central reviews

4.5 rating at Coursera based on 5373 ratings

Start your review of The Strategy of Content Marketing

Anonymous

I was really disappointed in this MOOC. The videos are too short to make a lasting impact (with some only lasting one minute), some materials seem to be missing completely (the speaker often mentions "now you'll hear from expert X on Y subject", but…

I was really disappointed in this MOOC. The videos are too short to make a lasting impact (with some only lasting one minute), some materials seem to be missing completely (the speaker often mentions "now you'll hear from expert X on Y subject", but then that never happens which leads me to believe they forgot to add the interviews in the MOOC), the extra reading materials just lead to long CopyBloggers .pdfs with no external resources. It seems like this MOOC was mostly a vanity project made by the company to market themselves to a wider audience (ironic, given that it's a course on marketing). Furthermore, the reading materials were made in 2016, and a lot of the information in this MOOC just isn't relevant anymore for 2020, plus some of the advice given (like using memes and GIFs) is pandering and outdated. Giving it two stars because there were glimmers of useful information, but overall not worth going through the whole course just for those. Wouldn't recommend it.
Anonymous

I loved taking this course! The lessons were very well-organized and easy to follow. The real gems, however, are all of the ebooks provided as reading assignments. They were not only informative but also extremely entertaining! I'll be referring to these texts a lot from now on.
Betelhem Zebene
3

I really need to study this course because it helps me to take one step for I I will goning to be in the future and it's a good experience about knowing business and also the stages of marketing I hop it will be go after I lear
Anonymous

I started researching the content marketing courses that actually make you an effective writer and came across this list from Neil Patel https://neilpatel.com/blog/75-copywriting-resources/ Copyhackers', Marie Forleo's, and Copyblogger's courses st…

I started researching the content marketing courses that actually make you an effective writer and came across this list from Neil Patel https://neilpatel.com/blog/75-copywriting-resources/

Copyhackers', Marie Forleo's, and Copyblogger's courses stand out from other reviewers as well. The only problem? They're are not always open and they're hundreds, if not thousands, of $.

The good news? "The Strategy of Content Marketing" is a partnership between Copyblogger and UC Davis Continuing and Professional Education. So I had access to some of their knowledge through this course.

I feel that the course offers a very good foundation and clarifies key concepts.
Also, the videos may be short but there are also a lot - a lot - of other materials for students.
Anonymous

I wouldn't know because the course is not free as stipulated in the "free certificate course" offering.

I am sure the courses here are good, but it's false advertising to say a course is free when it is not.

When people like myself seek information and find that the information offered is not actually available makes me very angry so I have actually changed my rating from a two-star to a one-star.
Anonymous

¡Me encantó tomar este curso! Las lecciones fueron muy bien organizadas y fáciles de seguir. Sin embargo, las verdaderas joyas son todos los libros electrónicos que se proporcionan como asignaciones de lectura. ¡No solo fueron informativos sino también extremadamente entretenidos! Me referiré mucho a estos textos a partir de ahora.
Vickie M
1

Excellent training! Highly recommended, very valuable for those interested in improving their content marketing skills The course offers lots of materials and very well design videos. Thank you!
Anonymous

The brands involved will realize particular objects in a Limited Edition and the proceeds will be devolved to the project "Milano Ti Forma Fleming e San Giusto" which supports the integration of disadvantaged young people in the job world.

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