About this course: 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.
Created by: University of California, Davis
Taught by: Sonia Simone, Chief Content Officer
Rainmaker Digital, LLC
| Level | Intermediate |
| Commitment | 5 weeks of study, 2-3 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
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...
9 videos, 2 readings
Graded: The Content Marketing Ecosystem
WEEK 2
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 wh...
10 videos, 4 readings
Graded: The Strategic Context (7A Framework)
WEEK 3
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 deve...
5 videos, 1 reading
Graded: Creating an Empathy and Experience Map
Graded: Mapping the Journey: Crafting a Content Marketing Strategy
WEEK 4
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 ...
6 videos, 6 readings
Graded: Using the Strategic Types of Content
Graded: The Strategic Types of Content
WEEK 5
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 ...
8 videos, 2 readings
Graded: Managing Your Content
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
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Creators
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.
Ratings and Reviews
I think it is a great introductory course. I would have love to watch more videos en listen less podcasts - or not making the podcasts so important - because is not that easy always to listen them on the go with the app. But in general I'm satisfied.
Great material, from the very basics to the more intricate of detail. Thanks Sonia
very good course for digital marketing
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It was very helpful to understand the meaning of content. The only that is a bit problem was the podcasts but it is ok with good quality..