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Online Course

The Strategy of Content Marketing

University of California, Davis via Coursera

  • Provider Coursera
  • Cost Free Online Course (Audit)
  • Session Upcoming
  • Language English
  • Certificate Paid Certificate Available
  • Duration 5 weeks long
  • Learn more about MOOCs

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This course is a partnership between the leading content marketing authority, Copyblogger, and UC Davis Continuing and Professional Education. 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.


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.

Managing Your Content
-For this module, you should look at it as an added bonus of content. This module will have you examine the role ethics play in successful organizations. You will be able to manage not only your content, but how you should manage yourself as a professional and practice good ethics. You will be able to establish ethical and professional guidelines for content marketing and be able to build a relationship with your organizations legal team to help guide you against plagiarism and copyright laws. You will be introduced to the world of metrics for content marketers and identify and analyze which metrics you should pay special attention to. The final lessons will focus on opportunities for new media and platforms for your content. You will be able to discuss how to get better audio and video qualities through structuring and scripting multimedia content. You will also identify various kinds of multimedia content.

Taught by

Sonia Simone


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Reviews for Coursera's The Strategy of Content Marketing Based on 4 reviews

  • 5 stars 75%
  • 4 star 0%
  • 3 star 0%
  • 2 star 25%
  • 1 star 0%

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  • 1
Anonymous completed this course.
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.
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Betelhem Z
Betelhem is taking this course right now.
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
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Anonymous completed this course.
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.
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Vickie M
Vickie completed this course.
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!
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