The Strategy of Content Marketing
University of California, Davis
课程信息
4.5
227 个评分
This course is a partnership between the leading content marketing authority, Copyblogger, and UC Davis Extension.
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.
您将获得的技能
ManagementContent MarketingCopywritingWriting
教学大纲 - 您将从这门课程中学到什么
Week
1The 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.
9 个视频（共 32 分钟）, 2 个阅读材料, 1 个测验
9 个视频
Module Introduction1分钟
What Should Content Do?6分钟
Overview of the Structure for Effective Content4分钟
Building Your Professional Brand4分钟
Tips for Building Your Professional Brand5分钟
I Have My Site, Now What?4分钟
Interview with Stefanie Flaxman - Editor-in-Chief1分钟
Interview with Stefanie Flaxman - Content Calendar分钟
2 个阅读材料
The 5 P Approach to Copy that Crushes It35分钟
Content Marketing Research (The Crucial First Step)35分钟
1 个练习
The Content Marketing Ecosystem22分钟
Week
2The 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.
10 个视频（共 69 分钟）, 4 个阅读材料, 1 个测验
10 个视频
Overview of the 7A Framework11分钟
The First 2 A's of the Framework: Agility & Authenticity1分钟
Stealing Headlines for Attention8分钟
Capturing Audience Attention10分钟
Actions Steps 1, 2, 38分钟
Call-to-Action & Risk Reversal11分钟
Expanding Your Network10分钟
Your "About" Page4分钟
The Last 2 A's of the Framework: Authority & Audience1分钟
4 个阅读材料
The Business Case for Agile Content Marketing30分钟
A Content Marketing Strategy That Works30分钟
Content Marketing (How to Build an Audience that Builds Your Business)35分钟
7A Framework35分钟
1 个练习
The Strategic Context (7A Framework)24分钟
Week
3Mapping 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.
5 个视频（共 14 分钟）, 1 个阅读材料, 2 个测验
5 个视频
Mapping the Journey1分钟
Empathy Maps分钟
Experience Maps1分钟
Two Keys to Creating Irresistible Content9分钟
1 个阅读材料
Internet Marketing for Smart People分钟
1 个练习
Mapping the Journey: Crafting a Content Marketing Strategy22分钟
Week
4The 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.
6 个视频（共 6 分钟）, 5 个阅读材料, 2 个测验
6 个视频
Attraction Content分钟
Affinity Content1分钟
Action Content分钟
Making Action Content Actionable1分钟
Authority Content分钟
5 个阅读材料
How to Create Content That Converts30分钟
How to Write Magnetic Headlines45分钟
Keyword Research (A Real World Guide)30分钟
How to Create Compelling Content40分钟
Email Marketing (How to Push Send and Grow Your Business)50分钟
1 个练习
The Strategic Types of Content20分钟
4.5
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83%
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热门审阅
创建者 AP•Apr 13th 2018
Way more than I expected! Excellent course and real pleasure to read and listen to! Highly recommend it to everyone regardless of industry you work in.
创建者 UP•Jul 7th 2018
Very nice and decent course should be done by people who are into content marketing or people in corporates as the terms are useful for all .
讲师
Sonia Simone
Chief Content OfficerRainmaker Digital, LLC
关于 University of California, Davis
UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact.
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