Advanced Digital Marketing: Engaging Through Multimedia

Advanced Digital Marketing: Engaging Through Multimedia

This course is part of The New Rules of Marketing & PR Specialization

Instructor: Wiley Skills Network

Access provided by Rothschild & Co. Wealth Management UK

10 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

8 hours to complete

Flexible schedule

Learn at your own pace

10 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

8 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Develop skills to create engaging content using blogs, images, video, and audio.
Implement effective media relations strategies to maximize brand visibility.
Apply newsjacking and search engine marketing to boost your digital presence.

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

9 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is part of the The New Rules of Marketing & PR Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 10 modules in this course

In today's digital landscape, the ability to craft engaging multimedia content is a key skill for any marketer. This course dives deep into advanced techniques that combine the power of blogs, images, video, and audio to effectively connect with and influence your target audience. It focuses on optimizing your digital presence to maximize reach, engagement, and overall impact.

Throughout this course, you'll develop the practical skills to create content that resonates with your audience. By mastering tools like media relations, news releases, and search engine marketing, you'll learn how to implement strategies that drive measurable results. Additionally, the course will show you how to leverage timely news and trends, like newsjacking, to seize opportunities and keep your brand in the spotlight. What sets this course apart is its combination of theoretical knowledge with hands-on experience. By applying real-world examples and case studies, the course ensures that you don't just learn the theory but also how to implement the techniques in a practical, results-driven way. This course is ideal for marketers, business owners, or anyone looking to elevate their digital marketing game. A basic understanding of digital marketing concepts will be helpful, but all levels of experience can benefit from the tools and strategies taught. This course is part three of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. From The New Rules of Marketing & PR Copyright © 2024 by David Meerman Scott. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. Used by arrangement with John Wiley & Sons, Inc.

This module introduces the strategic use of blogging to enhance brand visibility, engage audiences, and manage organizational reputation. Learners will discover practical steps for launching and promoting a blog, as well as techniques for creating compelling content and connecting with influential bloggers. The module also covers essential blog monitoring practices to protect and build your brand online.

What's included

1 video7 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

7 readingsTotal 37 minutes

Introduction5 minutes
Understanding Blogs in the World of the Web5 minutes
Monitor Blogs—Your Organization's Reputation Depends on It5 minutes
Bloggers Love Interesting Experiences5 minutes
Blogging Basics: What You Need to Know to Get Started5 minutes
Bling Out Your Blog5 minutes
Tag, and Your Buyer Is It7 minutes

1 assignmentTotal 16 minutes

Blogging Strategies for Business Growth16 minutes

This module explores how original photography, infographics, and visual platforms like Instagram, Pinterest, and SlideShare can be leveraged to enhance marketing and storytelling. Learners will discover strategies for engaging audiences and communicating complex information visually. Practical examples illustrate how images can drive product promotion and brand visibility.

What's included

1 video6 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

6 readingsTotal 34 minutes

Introduction8 minutes
How to Market an Expensive Product with Original Photographs6 minutes
Marketing Your Product with Photos on Instagram5 minutes
Sharing with Pinterest4 minutes
The Power of SlideShare for Showcasing Your Ideas4 minutes
Infographics7 minutes

1 assignmentTotal 16 minutes

Visual Communication in Marketing16 minutes

This module guides learners through practical strategies for creating engaging video content tailored to their audience, leveraging cost-effective tools like smartphones. Learners will explore real-world examples of successful video marketing, understand the importance of authenticity and humor, and discover methods for measuring video impact on business growth.

What's included

1 video9 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

9 readingsTotal 49 minutes

Introduction5 minutes
Have Fun with Your Videos4 minutes
Stop Obsessing Over Video Release Forms3 minutes
Video Made for Just £100 Grows Fans of a Welsh Hardware Store6 minutes
Create and Connect Through Live Video7 minutes
A Lawyer with Seven Million TikTok Followers6 minutes
Creating a Great Virtual Event4 minutes
Getting Started with Video5 minutes
Building a Business One YouTube Video at a Time9 minutes

1 assignmentTotal 16 minutes

Video Marketing and Audience Engagement16 minutes

This module examines the evolution of podcasting and social audio platforms, highlighting their impact on audience engagement and marketing strategies. Learners will discover how to leverage audio content, from traditional podcasts to live social audio apps, and craft effective calls to action for listeners.

What's included

1 video4 readings1 assignment

This module examines how news releases have evolved into powerful tools for reaching buyers directly in the digital age. Learners will discover strategies for crafting, distributing, and optimizing news releases to engage audiences, drive sales, and enhance online visibility. Practical tips for leveraging distribution services and embedding effective links are also covered.

What's included

1 video5 readings1 assignment

This module guides learners through the essentials of designing an effective online newsroom that serves both media professionals and buyers. You will discover best practices for optimizing newsroom content for search engines, integrating multimedia and product data, and leveraging digital tools like RSS feeds to maximize reach and engagement.

What's included

1 video5 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

5 readingsTotal 31 minutes

Introduction4 minutes
Reaching Reporters and Editors and Telling Your Story4 minutes
Best Practices for Newsrooms6 minutes
Include Detailed Product Specs and Other Valuable Data6 minutes
The Importance of RSS Feeds in Your Newsroom11 minutes

1 assignmentTotal 16 minutes

Newsroom Strategy and Digital Communication16 minutes

This module explores modern strategies for engaging with the media, focusing on targeted communication, leveraging brand advocates, and effective crisis management. Learners will discover how to adapt their PR tactics to stand out in a crowded digital landscape and build productive relationships with journalists and influencers.

What's included

1 video5 readings1 assignment

This module introduces the concept of newsjacking, teaching you how to leverage breaking news and trending events to boost brand visibility and media engagement. You'll discover strategies for identifying timely opportunities, crafting relevant messages, and utilizing real-time platforms like X to maximize your impact.

What's included

1 video6 readings1 assignment

This module introduces key strategies for increasing online visibility through search engine marketing, including content optimization, leveraging buyer personas, and effective use of paid advertising. Learners will explore the importance of voice search, the value of owning marketing assets, and best practices for creating impactful landing pages. Practical tips for naming, content longevity, and maximizing search engine real estate are also covered.

What's included

1 video7 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

7 readingsTotal 41 minutes

Introduction4 minutes
Making the First Page on Google5 minutes
Own Your Marketing Assets Instead of Renting Them5 minutes
The Importance of Voice Search8 minutes
Carve Out Your Own Search Engine Real Estate7 minutes
Web Landing Pages to Drive Action6 minutes
Optimizing the Past6 minutes

1 assignmentTotal 16 minutes

Search Engine Marketing Fundamentals16 minutes

This module guides learners through overcoming common fears associated with modern marketing and PR, and explores practical steps to take action in the digital landscape. It also highlights the strategic advantage of integrating journalistic talent into your marketing team to enhance content quality and credibility.