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Traditional marketing is becoming less effective as digital marketing enhances the way customers interact and engage with a brand in real-time. Providing truly relevant, exciting and useful content to prospects and customers to help them stay loyal is of immense significance.
The course aims to equip learners with the necessary skills and ideas for creating, promoting and optimising content in the digital medium to attract, engage and retain loyal customers.
Week 1 :Introduction to Content Marketing
Introduction &History of content marketing. The need for customer engagement and content marketing. Analysis of the digital eco-system. The role of social media marketing in customer engagement.
Week 2 : Content Creation Strategy
The role of appropriate content – Aligning content with customer segment/persona. Content Marketing Process. Content marketing tools for the Digital Era. Resources and Tools for effective Content Marketing.
Week 3 : Content Promotion Strategy
Leveraging storytelling in content. Content promotion in social media. Content creation and marketing skills.
Week 4 : Qualitative & Quantitative Assessment
Assessing the quality of content – providing appropriate content and value. Aiming for engagement, impressions and conversions. Managing ROI - Balance Quantitative and Qualitative Metrics.
M.Joseph Christy, Pankaj Kumar Jalan, Rabindra Mohanty and Mukti Prakash Behera
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