课程信息
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
Content MarketingCopywritingManagementMarketing Content Development
Syllabus - What you will learn from this course
1
Section
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.
9 videos (Total 32 min), 2 readings, 1 quiz
9 videos
Module Introduction1m
What Should Content Do?6m
Overview of the Structure for Effective Content4m
Building Your Professional Brand4m
Tips for Building Your Professional Brand5m
I Have My Site, Now What?4m
Interview with Stefanie Flaxman - Editor-in-Chief1m
Interview with Stefanie Flaxman - Content Calendar0m
2 readings
The 5 P Approach to Copy that Crushes It35m
Content Marketing Research (The Crucial First Step)35m
1 practice exercises
The Content Marketing Ecosystem22m
2
Section
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.
10 videos (Total 69 min), 4 readings, 1 quiz
10 videos
Overview of the 7A Framework11m
The First 2 A's of the Framework: Agility & Authenticity1m
Stealing Headlines for Attention8m
Capturing Audience Attention10m
Actions Steps 1, 2, 38m
Call-to-Action & Risk Reversal11m
Expanding Your Network10m
Your "About" Page4m
The Last 2 A's of the Framework: Authority & Audience1m
4 readings
The Business Case for Agile Content Marketing30m
A Content Marketing Strategy That Works30m
Content Marketing (How to Build an Audience that Builds Your Business)35m
7A Framework35m
1 practice exercises
The Strategic Context (7A Framework)24m
3
Section
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.
5 videos (Total 14 min), 1 reading, 2 quizzes
5 videos
Mapping the Journey1m
Empathy Maps0m
Experience Maps1m
Two Keys to Creating Irresistible Content9m
1 readings
Internet Marketing for Smart People0m
1 practice exercises
Mapping the Journey: Crafting a Content Marketing Strategy22m
4
Section
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.
6 videos (Total 6 min), 6 readings, 2 quizzes
6 videos
Attraction Content0m
Affinity Content1m
Action Content0m
Making Action Content Actionable1m
Authority Content0m
6 readings
Copywriting 1010m
How to Create Content That Converts30m
How to Write Magnetic Headlines45m
Keyword Research (A Real World Guide)30m
How to Create Compelling Content40m
Email Marketing (How to Push Send and Grow Your Business)50m
1 practice exercises
The Strategic Types of Content20m
5
Section
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.
8 videos (Total 43 min), 2 readings, 1 quiz
8 videos
Ethics and Professionalism8m
Plagiarism and Copyright Law9m
Introduction to Metrics0m
What Data Should I Pay Attention To?1m
Multimedia Content - Visuals8m
Multimedia Content - Audio and Video10m
Course Summary2m
2 readings
Landing Pages (How to Turn Traffic Into Money)35m
Effective Content Promotion35m
1 practice exercises
Managing Your Content16m
4.5
20%
83%
14%
Top Reviews
By MC•Jan 22nd 2018
It's a rich content course with great insights that will definitely help you become a better writter, know and reach your target, understand metrics and more!
By 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.
Instructor
Sonia Simone
Chief Content OfficerAbout 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.
Frequently Asked Questions
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I pay for this course?
If you pay for this course, you will have access to all of the features and content you need to earn a Course Certificate. If you complete the course successfully, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. Note that the Course Certificate does not represent official academic credit from the partner institution offering the course.
What is the refund policy?
Is financial aid available?
Yes! Coursera provides financial aid to learners who would like to complete a course but cannot afford the course fee. To apply for aid, select "Learn more and apply" in the Financial Aid section below the "Enroll" button. You'll be prompted to complete a simple application; no other paperwork is required.
More questions? Visit the Learner Help Center
