The Strategy of Content Marketing Free Course

The Strategy of Content Marketing course is a joint venture between Google and the University of California, Davis. This intermediate course offers a detailed introduction to the content marketing ecosystem, different content marketing strategies, types of content marketing strategies, and ways of managing content.

The course covers all the basics, especially the fundamental concepts of digital content marketing. With this course, the student will develop content ideas, present them effectively, and transform them into actionable strategies.

What Will You Gain From This Course?

By the end of this content marketing strategy course, the participant will:

1. Be able to understand fundamental concepts of content strategy and fundamental features to build a successful content strategy.
2. Have a solid understanding of content strategy and its importance in the digital world.
3. Be able to apply core content strategies to acquire and retain customer profitability.
4. Be able to develop, organize, and implement a content strategy based on the niche of the product and business.
5. Be able to write a compelling copy using the strategic framework and build a professional brand.
6. Be able to put content marketing ideas into actionable strategies that can bring results.

Skills Acquired

With this course, participants will acquire skills like:

1. Crafting Content Marketing Strategy
2. Customizing Content Based On Platform
3. Copywriting
4. Content Management
5. Plagiarism And Copyright Laws
6. Content Metrics

Who Is This Course For?

This course is designed for:

1. Anyone who wants to start their own blog or build a digital marketing plan for their business.
2. Content marketers who are curious about the tone, tempo, and expressions of digital marketing.
3. People who want to learn about the content marketing language and what makes it effective.
4. Ambitious marketers who want to look at different marketing strategies used by big brands can also benefit from this.
5. Marketing enthusiasts interested in creating compelling copies for the sake of customer retention and profitability.

Course Content

Five sections – 38 Videos – 18 Readings – 5 Quizzes – 8 discussion prompts – 2 peer reviews – Certificate of

Completion

The Content Marketing Ecosystem

The first module of this course is nearly two hours long. Within this module, you will learn about the content marketing ecosystem. This section offers a comprehensive overview of content marketing concepts and their importance in this digital era. It explores the rationale behind using content and effective ways to build a basic content strategy. Participants will learn to apply these strategies for both personal and professional branding. The module introduces participants to personal website branding, and finally, there will be an in-depth discussion about the content creation process, its benefits, and strategizing content calendar.

1. 9 Videos
2. 3 Readings
3. 1 Quiz
4. 2 Discussion Prompts

The Strategic Context (The 7A Framework)

The second module is nearly five hours long and covers the 7A marketing framework. This module explores the 7A Marketing Framework and building strategic context before creating content. Content building will help the participant to think more creatively and strategically. By the end of this section, you'll be equipped to create brand-aligned content that drives results.

This section explores the framework's agility, emphasizing the creation of authentic and customizable content using the 1,2,3,4,5 formula. The participant will be able to examine the audience, write more actionable content, and even learn to present content that can build the network's authority. To end this module, you will get to discuss the relationship between authority and audience and write more confidently.

1. 10 Videos
2. 5 Readings
3. 1 Quiz
4. 3 Discussion Prompts

Mapping the Journey: Crafting Content Marketing Strategy

The third module of this course will take you four hours and is all about creating a content marketing strategy. This module will take you on a journey from an audience perspective. You will learn about the importance of buyer personas and ways to design buyer personas for your brand.

This section offers a sneak peek into the customer journey so you can develop empathy for the user. You can then use this empathy to construct an experience maps and marketing strategy for your brand. Finally, you will get to explore the two most important elements that will eventually help you create an irresistible content strategy for targeting your audience.

1. 5 Videos
2. 2 Readings
3. 1 Quiz
4. 1 Peer Review
5. 1 Discussion Prompt

The Strategic Type Content

The fourth module of this course is six hours long and offers a much deeper understanding of different types of content. There are four types of strategic content: attraction content, affinity content, action content, and authority content. Each type of strategy is equally important for customizing the experience and making an actionable content approach.

As a student, you will have hands-on experience with all these types. You can build strategies from scratch, write different types of content, and customize it based on your audience. Finally, you will learn to effectively combine all four elements of this strategy so your content piece brings results.

1. 6 Videos
2. 6 Readings
3. 1 Quiz
4. 1 Peer Review
5. 1 Discussion Prompt

Managing Your Content

The last module will take just two hours to complete and offer you an overview of content management. This module can be considered a bonus, but it will offer details about managing your content effectively and using it with professional and practical ethics.

This is a perfect module for people thinking about personal branding. You will learn about building relationships with audiences, copyright laws, and even the effects of plagiarism. While managing your content, you will need to understand quality metrics and ways to analyze this content. Finally, you will better understand audio content, script writing, multimedia content, video quality, and using multimedia content for branding. 

1. 8 Videos
2. 2 Readings
3. 1 Quiz
4. 1 Discussion Prompt

Description

The content marketing strategy course is a joint venture between the leading content marketing authority, copywriter, and UC Davis Continuing and Professional Education. In this course, students will learn some of the fundamental content strategies used today to acquire and retain customers profitably. The course mainly focuses on developing, organizing, and then implementing a content marketing strategy for the business.

Students will also get to learn about analyzing and measuring the effectiveness of a content marketing strategy, writing a high-converting copy, using different strategic frameworks for writing, and building professional brands. As a student, you can also learn about putting your ideas into words and building a more actionable content marketing strategy.

Meet the Instructor

Sonia Simone - Chief Content Officer - University of California, Davis

As a founding partner of Copyblogger Media (now Rainmaker Digital), Sonai Simone has an in-depth understanding of digital marketing. She has witnessed the shift from traditional marketing to digital marketing with a focus on small businesses. Her marketing philosophy revolves around simplifying the communication with customers as much as possible. With such extensive experience in marketing, she views herself as a teacher. This collaboration with the University of California, Davis, is the prime example of her teaching skills. Simone teaches her students about the importance of words in marketing and ways to bring actionable results using content marketing strategies.