Advanced Digital Marketing: Engaging Through Multimedia

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

10 weeks, 1 hour a week
Sessions

Self-Paced
Level

Intermediate
Subtitles

English

Found in

Part of

The New Rules of Marketing & PR

Overview

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In today's digital landscape, the ability to craft engaging multimedia content is a key skill for any marketer. This course dives deep into advanced techniques that combine the power of blogs, images, video, and audio to effectively connect with and influence your target audience. It focuses on optimizing your digital presence to maximize reach, engagement, and overall impact. Throughout this course, you'll develop the practical skills to create content that resonates with your audience. By mastering tools like media relations, news releases, and search engine marketing, you'll learn how to implement strategies that drive measurable results. Additionally, the course will show you how to leverage timely news and trends, like newsjacking, to seize opportunities and keep your brand in the spotlight. What sets this course apart is its combination of theoretical knowledge with hands-on experience. By applying real-world examples and case studies, the course ensures that you don't just learn the theory but also how to implement the techniques in a practical, results-driven way. This course is ideal for marketers, business owners, or anyone looking to elevate their digital marketing game. A basic understanding of digital marketing concepts will be helpful, but all levels of experience can benefit from the tools and strategies taught. This course is part three of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. From The New Rules of Marketing & PR Copyright © 2024 by David Meerman Scott. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. Used by arrangement with John Wiley & Sons, Inc.

Syllabus

Blogging to Reach Your Buyers

This module introduces the strategic use of blogging to enhance brand visibility, engage audiences, and manage organizational reputation. Learners will discover practical steps for launching and promoting a blog, as well as techniques for creating compelling content and connecting with influential bloggers. The module also covers essential blog monitoring practices to protect and build your brand online.

An Image Is Worth a Thousand Words

This module explores how original photography, infographics, and visual platforms like Instagram, Pinterest, and SlideShare can be leveraged to enhance marketing and storytelling. Learners will discover strategies for engaging audiences and communicating complex information visually. Practical examples illustrate how images can drive product promotion and brand visibility.

Video and Your Buyers

This module guides learners through practical strategies for creating engaging video content tailored to their audience, leveraging cost-effective tools like smartphones. Learners will explore real-world examples of successful video marketing, understand the importance of authenticity and humor, and discover methods for measuring video impact on business growth.

Audio Content via Podcasting and Social Audio

This module examines the evolution of podcasting and social audio platforms, highlighting their impact on audience engagement and marketing strategies. Learners will discover how to leverage audio content, from traditional podcasts to live social audio apps, and craft effective calls to action for listeners.

How to Use News Releases to Reach Buyers Directly

This module examines how news releases have evolved into powerful tools for reaching buyers directly in the digital age. Learners will discover strategies for crafting, distributing, and optimizing news releases to engage audiences, drive sales, and enhance online visibility. Practical tips for leveraging distribution services and embedding effective links are also covered.

Your Newsroom: A Front Door for Much More Than the Media

This module guides learners through the essentials of designing an effective online newsroom that serves both media professionals and buyers. You will discover best practices for optimizing newsroom content for search engines, integrating multimedia and product data, and leveraging digital tools like RSS feeds to maximize reach and engagement.

The New Rules for Reaching the Media

This module explores modern strategies for engaging with the media, focusing on targeted communication, leveraging brand advocates, and effective crisis management. Learners will discover how to adapt their PR tactics to stand out in a crowded digital landscape and build productive relationships with journalists and influencers.

Newsjacking Your Way into the Media

This module introduces the concept of newsjacking, teaching you how to leverage breaking news and trending events to boost brand visibility and media engagement. You'll discover strategies for identifying timely opportunities, crafting relevant messages, and utilizing real-time platforms like X to maximize your impact.

Search Engine Marketing

This module introduces key strategies for increasing online visibility through search engine marketing, including content optimization, leveraging buyer personas, and effective use of paid advertising. Learners will explore the importance of voice search, the value of owning marketing assets, and best practices for creating impactful landing pages. Practical tips for naming, content longevity, and maximizing search engine real estate are also covered.

Make It Happen

This module guides learners through overcoming common fears associated with modern marketing and PR, and explores practical steps to take action in the digital landscape. It also highlights the strategic advantage of integrating journalistic talent into your marketing team to enhance content quality and credibility.