About this Course

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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.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Intermediate Level

Approx. 20 hours to complete

English

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Skills you will gain

Management
Content Marketing
Copywriting
Writing

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Intermediate Level

Approx. 20 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.64/5 (1,291 Ratings)

Sonia Simone

Chief Content Officer

Rainmaker Digital, LLC

409,151 Learners

1 Course

Syllabus - What you will learn from this course

Content Rating97%(38,756 ratings)

Week1

Week 1

2 hours to complete

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.

2 hours to complete

9 videos (Total 32 min), 3 readings, 1 quiz

9 videos

The Strategy of Content Marketing Introduction3mModule Introduction1mWhat Should Content Do?6mOverview of the Structure for Effective Content4mBuilding Your Professional Brand4mTips for Building Your Professional Brand5mI Have My Site, Now What?4mInterview with Stefanie Flaxman - Editor-in-Chief1mInterview with Stefanie Flaxman - Content Calendar38s

3 readings

*IMPORTANT: A Note from UC Davis10mHow to Find Podcast Interviews1mThe 5 P Approach to Copy that Crushes It35m

1 practice exercise

The Content Marketing Ecosystem30m

Week2

Week 2

5 hours to complete

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.

5 hours to complete

10 videos (Total 69 min), 5 readings, 1 quiz

10 videos

The Strategic Context (7A Framework)1mOverview of the 7A Framework11mThe First 2 A's of the Framework: Agility & Authenticity1mStealing Headlines for Attention8mCapturing Audience Attention10mActions Steps 1, 2, 38mCall-to-Action & Risk Reversal11mExpanding Your Network10mYour "About" Page4mThe Last 2 A's of the Framework: Authority & Audience1m

5 readings

How to Find Podcast Interviews1mThe Business Case for Agile Content Marketing30mA Content Marketing Strategy That Works30mContent Marketing (How to Build an Audience that Builds Your Business)35m7A Framework35m

1 practice exercise

The Strategic Context (7A Framework)30m

Week3

Week 3

5 hours to complete

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 hours to complete

5 videos (Total 14 min), 2 readings, 2 quizzes

Week4

Week 4

6 hours to complete

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 hours to complete

6 videos (Total 6 min), 6 readings, 2 quizzes

6 videos

The Strategic Types of Content1mAttraction Content36sAffinity Content1mAction Content58sMaking Action Content Actionable1mAuthority Content49s

6 readings

How to Find Podcast Interviews1mHow to Create Content That Converts30mHow to Write Magnetic Headlines45mKeyword Research (A Real World Guide)30mHow to Create Compelling Content40mEmail Marketing (How to Push Send and Grow Your Business)50m

1 practice exercise

The Strategic Types of Content30m

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Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

The Strategy of Content Marketing