Content Strategy and Creation

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Overview

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This course equips you with the skills to plan, create, and manage content that drives business results. You'll learn to craft engaging brand copy and visuals using Canva, map content to buyer personas and journey stages, and conduct content audits to optimize existing assets. By the end of this course, you'll be able to develop comprehensive content roadmaps, manage brand equity through visual identity governance and health tracking, launch viral social campaigns, and write creative briefs that produce outstanding agency work. These strategic and executional competencies prepare you for content marketing, brand management, and creative strategy roles. Who this is for: Marketing coordinators, content creators, brand strategists, and professionals looking to elevate their content development skills. Basic marketing or writing experience is helpful but not required.

Syllabus

Craft Canva Tiles

Stop the scroll and capture your audience’s attention. This intermediate module teaches marketers and creators to produce engaging, on-brand social media content that gets results. Learn to pair persuasive copy, inspired by brands like Oatly, with eye-catching visuals using Canva templates. You will translate design principles from masters like Airbnb into professional graphics efficiently. The module culminates in a hands-on project—designing a branded Instagram tile and caption—providing you with a complete, practical workflow for creating content that is not only beautiful but also highly effective.

Map Buyer Journey

Stop creating random content and start building a purposeful, data-driven strategy. This module is for marketers wanting to move from a content treadmill to a clear plan. You will learn to define and use buyer personas, transforming abstract audience data into relatable stories. Drawing on real-world examples from brands like HubSpot and Salesforce, you will learn to map content to the buyer journey: Awareness, Consideration, and Decision. Through hands-on simulations, you will audit existing content, identify its strategic purpose, and spot critical gaps, ensuring every piece of content moves your audience closer to a solution.

Sharpen Team Comms

Is your team missing critical information amid endless notifications? In today’s fast-paced, asynchronous world, clear communication is a core competency. This 90-minute module helps you transform digital messages from noise into action. Drawing on best practices from pioneers like Slack, you'll master a simple framework for writing updates that are understood in one read: celebrate wins, outline next steps, and make a clear request. Through hands-on practice, you will learn to craft status updates that eliminate confusion and reliably drive your team forward with purpose and clarity.

Align Brand Goals

This module is for marketers, brand managers, and leaders who need to bridge the gap between brand strategy and business results. You'll learn to ensure your brand objectives are powerful drivers of organizational success. You will articulate the critical connection between your brand’s purpose and the company's bottom line, using real-world case studies from giants like Patagonia and cautionary tales like Pepsi's Jenner ad. Through hands-on analysis, you'll practice linking brand activities to core business KPIs, equipping you to transform your marketing function from a cost center into an indispensable engine for growth.

Craft and Audit Content

This intermediate module is for marketers and content strategists who want to master the full content lifecycle. Simply creating content isn't enough; it must be managed for long-term value. This module teaches both creation and optimization. You'll learn to write a compelling, SEO-optimized blog post and then shift to the role of an analyst, using a simulated Google Analytics export to audit a content library. You'll analyze key metrics to identify articles ripe for a refresh. Through hands-on projects and case studies, you will develop a repeatable system for creating content that ranks and refines assets to continuously drive traffic.

Plan and Score Content

This intermediate module is for marketers and content creators ready to move from reactive content production to proactive, strategic planning. If you've struggled to decide what to create next, this module provides a data-driven framework. You'll learn to build a powerful quarterly content roadmap, mapping each idea to specific buyer personas and their journey through the marketing funnel. You will also apply a weighted scoring model to assess the performance of existing assets, helping you objectively identify your strongest content. Through hands-on practice, you will learn to continuously re-prioritize your efforts to maximize business impact.

Strengthen Brand Equity

This intermediate module is for marketers who want to become trusted brand stewards. Brand equity is your most valuable asset, and this module provides the skills to build and measure it. You will learn to manage your brand's visual identity through a hands-on project updating a brand kit in Figma. Beyond visuals, you'll learn to quantify your brand's market standing by analyzing brand health survey data, calculating Net Promoter Score (NPS), and communicating these insights to leadership. This module will equip you to proactively manage your brand’s reputation and drive its strategic growth.

Launch Viral Challenges

This intermediate module is for marketers ready to create high-impact, user-driven campaigns. If you've wondered how brands like e.l.f. and Chipotle create viral trends, this module is your strategic playbook. You will learn to architect a viral challenge from the ground up—defining a concept, writing rules, and structuring influencer partnerships. Crucially, you'll learn what to do after launch: track metrics like User-Generated Content (UGC) volume, analyze sentiment, and compile a data-driven performance report. You'll leave with the ability not only to create a viral moment but also to prove its value.

Write Impactful Briefs

This intermediate module is for marketers, brand managers, and account executives ready to lead creative projects with confidence. Great creative work starts with a great brief. This module provides the skills to translate brand strategy into an actionable, inspiring brief that sets agency partners up for success. You will learn not only how to write a brief that provides focus but also how to move beyond subjective feedback. You'll learn to assess creative concepts objectively against the brief's criteria, providing structured, actionable feedback that elevates the final work and fosters true partnership.

Quarterly Content Strategy Playbook

This capstone project challenges you to synthesize all content strategy and creation skills from this long course into a comprehensive quarterly playbook. You'll develop strategic foundations, persona-mapped roadmaps, brand guidelines, and execution frameworks that could guide a real content team's efforts.