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.
Offered By
The Strategy of Content Marketing
University of California, Davis
About this Course
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Learner Career Outcomes
54%
started a new career after completing these courses
41%
got a tangible career benefit from this course
Skills you will gain
ManagementContent MarketingCopywritingWriting
Learner Career Outcomes
54%
started a new career after completing these courses
41%
got a tangible career benefit from this course
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Flexible deadlines
Reset deadlines in accordance to your schedule.
Intermediate Level
Approx. 17 hours to complete
Suggested: 5 weeks of study, 2-3 hours/week
English
Subtitles: English
Syllabus - What you will learn from this course
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
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 Calendar38s
3 readings
A Note from UC Davis10m
The 5 P Approach to Copy that Crushes It35m
Content Marketing Research (The Crucial First Step)35m
1 practice exercise
The Content Marketing Ecosystem22m
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), 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 exercise
The Strategic Context (7A Framework)24m
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), 1 reading, 2 quizzes
5 videos
Mapping the Journey1m
Empathy Maps47s
Experience Maps1m
Two Keys to Creating Irresistible Content9m
1 reading
Internet Marketing for Smart People2h
1 practice exercise
Mapping the Journey: Crafting a Content Marketing Strategy22m
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), 5 readings, 2 quizzes
6 videos
Attraction Content36s
Affinity Content1m
Action Content58s
Making Action Content Actionable1m
Authority Content49s
5 readings
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 exercise
The Strategic Types of Content20m
4.5
135 ReviewsTop reviews from The Strategy of Content Marketing
This was a great course although it was difficult to find some of the materials they reference during the course, I was able to wing it but it would have been nice to have the full content available.
An amazing theoretical and practical approach to content marketing for all levels but especially marketing professionals looking to fine tune their digital marketing skills.
Offered by
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 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.
What is the refund policy?
Is financial aid available?
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