Content Marketing

University of California, Davis via Coursera Specialization

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Overview

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This Specialization equips learners with the strategic frameworks, tools, and decision-making skills needed to plan, create, optimize, and scale content in today’s digital landscape. Across four courses, learners progress from foundational content strategy and audience engagement to advanced tactics for optimization, production scaling, and performance measurement. Learners will explore how to align content with business goals, design content systems using pillars and topic clusters, apply modern SEO and discoverability best practices, and responsibly scale production using AI, partnerships, and repurposing strategies. Throughout the specialization, learners focus on building content that is not only engaging, but discoverable, credible, and sustainable over time. This specialization is designed for content marketers, digital marketers, communications professionals, and strategists seeking to move beyond ad hoc content creation and build systems that support long-term growth and impact.

Syllabus

Course 1: The Strategy of Content Marketing
Course 2: Secrets to Content that Engages and Converts
Course 3: Advanced Content Marketing Strategies and Tactics
Course 4: Strategies for Scaling and Optimizing Content

Courses

8 reviews
9 hours 17 minutes
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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.
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11 hours 12 minutes
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Unlock the secrets to creating content that captivates, converts, and drives growth. This course goes beyond theory to give you actionable strategies for mastering copywriting within a modern content marketing framework. You’ll learn how to craft irresistible headlines, write persuasive copy that sells, and apply proven frameworks like CREATE to connect with your audience on a deeper level. Discover the art of storytelling, adapt your message for multiple channels, and leverage social media to amplify your reach. Packed with real-world examples, creative techniques, and optimization strategies, this course equips you with the skills to turn words into results. Whether you’re building a brand or boosting conversions, you’ll walk away ready to create content that stands out and performs.
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9 hours 13 minutes
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This course is designed to advance your content marketing skills by combining strategic thinking with practical execution. You’ll learn how to create content that drives measurable business impact, resonates with your audience, and amplifies your brand identity across channels. Starting with the fundamentals of goal setting and brand voice, you’ll explore how to align content objectives with business goals using the SMART framework. Next, you’ll dive into audience insights, building detailed buyer personas, mapping the buyer journey, and applying tools to optimize engagement. From there, you’ll uncover the essentials of content distribution, including how to plan and organize with a content calendar, select the right formats, and leverage User-Generated Content (UGC) to foster community and trust. Finally, you’ll learn to develop content themes and incorporate seasonality into your strategy, ensuring your content remains timely, relevant, and impactful. By the end of this course, you’ll have a comprehensive toolkit for creating, distributing, and optimizing content that connects with audiences and delivers real business results.
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5 hours 17 minutes
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Strategies for Scaling and Optimizing Content is designed for content marketers and digital professionals who want to move beyond one-off content creation and build systems that support sustainable growth and performance. In this course, you’ll learn how to plan, produce, and optimize content with scale in mind—so your strategy grows alongside your audience and business goals. You’ll start by exploring how content pillars and topic clusters create structure, consistency, and optimization readiness. From there, you’ll build a practical foundation in modern SEO, including keyword research, on-page optimization, Google’s content algorithms, and best practices for E-E-A-T and YMYL content. The course also examines how to scale content production responsibly by balancing AI tools, human creativity, freelancers, templates, and repurposing strategies. Finally, you’ll explore how strategic partnerships can amplify reach and credibility, and how to set, track, and analyze KPIs to measure content performance. By the end of the course, you’ll be equipped to design scalable, discoverable, and high-quality content strategies that perform over time.students and professionals with an interest in programming.