What will I actually learn in this content marketing course?

You'll learn how to think strategically about content, from choosing the right content for different stages of the buying cycle to judging whether that content is working. It starts with what content marketing is and why it matters, then builds into planning, writing, audits, and competitive analysis. Along the way, you'll apply the ideas by shaping a strategy and content portfolio for a chosen or fictional company.

Do I need marketing experience before taking this course?

Not a specific prerequisite, but some familiarity with basic marketing ideas will help. This is an intermediate course, and it moves fairly quickly into content strategy, audience-focused planning, and performance measurement rather than teaching general marketing from scratch. If you've already seen ideas like business goals, audience needs, or brand voice, you'll likely find the pace more comfortable.

Is this course beginner-friendly for content marketing?

Only partly. It's a better fit if you already know the basics of marketing and want to get more strategic with content, because the course quickly moves into planning, audits, AI workflows, and competitive analysis. If you're looking for a slower introduction to digital marketing basics, this may feel brisk.

How long does it take to complete this course?

Plan on about 10 hours in total, which is roughly one week of study at 10 hours a week. If you spread it out, it could also fit comfortably over two weeks with time for the written assignments and quizzes. The course includes lessons, coaching activities, quizzes, and portfolio-style assignments.

Are there hands-on exercises, projects, or labs in this course?

Yes, but the hands-on work is mostly guided assignments rather than labs. You'll build a portfolio piece by piece, such as choosing a company, creating a content strategy, drafting a basic content piece, and developing an audit plan or competitive analysis. That practice helps you apply each concept to a real content problem instead of stopping at theory.

What skills and topics are covered in this course?

It covers the full arc of content marketing: planning, writing, evaluation, and improvement. You'll learn how to connect content to business goals and the buying cycle, create stronger written content, and adapt your approach for B2B, B2C, and eCommerce settings. It also introduces ways to measure and refine your work, including content audits and competitor analysis.

What can I actually do after finishing this course?

You should be able to create a basic content marketing strategy and explain how it supports a business goal. For example, you could choose a company, map content to the buying cycle, draft a simple content piece, and spot gaps through an audit or competitor review. You'll also be better able to judge whether a content plan is coherent, measurable, and worth improving.

Is this course more focused on theory or hands-on learning?

It's more focused on strategy and understanding, with guided practice built in. You'll spend most of your time learning how content planning, writing, audits, and analysis fit together, then reinforce that through assignments rather than through lab-style exercises.

Why would I choose this course over other content marketing courses?

Choose this course if you want content marketing taught as a connected strategy process rather than as isolated writing tips. It links planning, writing, AI-assisted workflows, audits, and competitive analysis, with portfolio-style assignments that keep the work grounded in a company or case. If you want an intermediate course that helps you think more strategically about content from start to evaluation, this is a strong fit.

The Strategy of Content Marketing

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The Strategy of Content Marketing

This course is part of Content Marketing Specialization

Instructor: Rebekah May

693,185 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

5,384 reviews

Intermediate level

Some related experience required

Flexible schedule

9 hours to complete

Learn at your own pace

97%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

5,384 reviews

Intermediate level

Some related experience required

Flexible schedule

9 hours to complete

Learn at your own pace

97%

Most learners liked this course

Skills you'll gain

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Shareable certificate

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Assessments

9 assignments¹

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Taught in English

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There are 4 modules in this course

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.

Module details

Welcome to Module 1! In this module, we'll gain an understanding of what content marketing is, how content marketing plays a pivotal role in inbound and outbound strategies, and recognize the impact of content marketing in the digital world. You'll be able to recognize the benefits of brand awareness and current industry statistics. We'll review why content marketing is a central element in modern businesses and how it aligns with marketing objectives. We have a lot to cover, so let's get started!

What's included

8 videos1 reading2 assignments

8 videosTotal 46 minutes

Course Introduction3 minutes
Introduction to Content Marketing7 minutes
The Value and Importance of Content Marketing7 minutes
How Content Marketing Works8 minutes
Evolution and Future of Content Marketing7 minutes
Types of Content Marketing, Part 13 minutes
Types of Content Marketing, Part 27 minutes
Why Copywriting is Important4 minutes

1 readingTotal 10 minutes

Course Navigation and Online Safety Statement10 minutes

2 assignmentsTotal 50 minutes

Content Strategy30 minutes
Module 1 Quiz20 minutes

Welcome to Module 2! In this module, you'll review and apply the basic concepts of crafting a compelling piece of content to the unique content strategy needs of B2B, B2C, and eCommerce industries. We'll then learn to develop tailored content strategies that align with specific industry goals and audience preferences. You'll also gain the ability to apply theoretical knowledge of content marketing to practical, industry-specific scenarios. Let's get started!

What's included

20 videos3 assignments1 discussion prompt

20 videosTotal 116 minutes

Content Strategy 101: The Essential Framework8 minutes
Content Strategy in the AI Era11 minutes
Basic Content Creation Walkthrough, Part 12 minutes
Basic Content Creation Walkthrough, Part 25 minutes
Basic Content Creation Walkthrough, Part 34 minutes
Basic Content Creation Walkthrough, Part 45 minutes
Basic Content Creation Walkthrough, Part 54 minutes
How Content Marketing Integrates with Other Business Functions8 minutes
From Concept to Completion: A Detailed Look at the Content Creation Process, Part 19 minutes
From Concept to Completion: A Detailed Look at the Content Creation Process, Part 24 minutes
From Concept to Completion: A Detailed Look at the Content Creation Process, Part 39 minutes
From Concept to Completion: A Detailed Look at the Content Creation Process, Part 44 minutes
Content Planning vs. Content Strategy, Part 15 minutes
Content Planning vs. Content Strategy, Part 25 minutes
Using AI in Your Workflows, Part 14 minutes
Using AI in Your Workflows, Part 27 minutes
Using AI in Your Workflows, Part 35 minutes
Content Strategy for Different Markets, Part 18 minutes
Content Strategy for Different Markets, Part 25 minutes
Content Strategy for Different Markets, Part 34 minutes

3 assignmentsTotal 90 minutes

Content Creation30 minutes
Analyze Selected Industry30 minutes
Module 2 Quiz30 minutes

1 discussion promptTotal 15 minutes

Midpoint Reflection15 minutes

Welcome to Module 3! In this module, you'll understand what content audits are and their importance in content marketing. We'll discuss the basic components and types of content audits, how to plan and conduct a content audit effectively, and review the tools and methods used in the content auditing process. You'll understand how to effectively report audit findings, implement those findings into a content strategy, and how to schedule regular audits effectively. Let's dive in!

What's included

10 videos2 assignments

10 videosTotal 50 minutes

Content Audits, Part 1a: Introduction to Content Audits in Content Marketing5 minutes
Content Audits, Part 1b: Introduction to Content Audits in Content Marketing5 minutes
Content Audits, Part 2a: Planning and Conducting Content Audits6 minutes
Content Audits, Part 2 - Example: Planning and Conducting Content Audits5 minutes
Content Audits, Part 2b: Planning and Conducting Content Audits5 minutes
Content Audits, Part 3a: Best Practices and Tips6 minutes
Content Audits, Part 3b: Best Practices and Tips5 minutes
Content Audits, Part 3c: Best Practices and Tips4 minutes
Content Audits, Part 3d: Best Practices and Tips6 minutes
Content Audits, Part 3e: Best Practices and Tips3 minutes

2 assignmentsTotal 75 minutes

Creating a Plan for an Audit45 minutes
Module 3 Quiz30 minutes

Welcome to the final module! In this module, we'll learn how to conduct a SWOT analysis in the context of content marketing. You'll develop skills to apply SWOT insights for enhancing content marketing strategies, understand the role of continuous SWOT analysis in maintaining a competitive advantage, and review the methods of conducting a thorough competitive analysis. Lastly, you'll develop a competitive analysis to assess competitors' strategies and performances. Let's finish strong!

What's included

4 videos2 assignments1 discussion prompt

4 videosTotal 21 minutes

Competitive Analysis, Part 1: Conducting In-Depth Competitive Analysis in Content Marketing6 minutes
Competitive Analysis, Part 2: Applying SWOT Analysis to Refine Content Marketing Strategies5 minutes
Competitive Analysis, Part 3: Framework and Process8 minutes
Course Summary1 minute

2 assignmentsTotal 75 minutes

Competitive Analysis45 minutes
Module 4 Quiz30 minutes

1 discussion promptTotal 10 minutes

Course Reflection10 minutes

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Instructor

Instructor ratings

(1,732 ratings)

Rebekah May

University of California, Davis

8 Courses1,088,211 learners

Offered by

University of California, Davis

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5 stars
70.64%
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20.05%
3 stars
4.84%
2 stars
1.87%
1 star
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Reviewed on Jul 30, 2020

I really liked the class, I had no knowledge on these topics and now that I started a business with my mom I want to apply the learning that this course gave me. Thank you very much, very complete.

Reviewed on Jul 12, 2020

I enrolled myself in a six weeks course, "The Strategy of Content Marketing" offered by the University of California, Devis, lead by Chief Content Officer - Sonia Simone.Thank you, Coursera!

Reviewed on Apr 10, 2020

This course is super awesome. Lots of interesting tools and frameworks that are shared by the instructor and the assignments give you a wonderful chance to apply the same. I highly recommend it!

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