The Strategy of Content Marketing

Go to Course: https://www.coursera.org/learn/content-marketing

Introduction

## Course Review and Recommendation: The Strategy of Content Marketing In today’s fast-paced digital world, content marketing has emerged as a crucial component of successful marketing strategies. "The Strategy of Content Marketing," offered through a partnership between the renowned content authority Copyblogger and UC Davis Continuing and Professional Education, is an exemplary course designed for both aspiring and seasoned marketers. This comprehensive course will equip you with the essential strategies and skills needed to effectively navigate the landscape of content marketing. ### Course Overview This course delves deep into the heart of content marketing, emphasizing the core strategies necessary for acquiring and retaining a profitable audience. From developing a robust content marketing strategy to writing compelling content, the course is structured to provide a thorough understanding and practical application of effective content marketing principles. The course is broken down into five key modules: 1. **The Content Marketing Ecosystem** 2. **The Strategic Context (The 7A Framework)** 3. **Mapping the Journey: Crafting a Content Marketing Strategy** 4. **The Strategic Types of Content** 5. **Managing Your Content** Each module builds upon the last, ensuring that participants develop a holistic understanding of content marketing's strategies and implementation. ### Module Highlights #### The Content Marketing Ecosystem This module introduces you to the foundational principles of content marketing. You’ll learn to define content marketing and its significance in today’s market. By crafting your own professional brand and building a personal website, this module serves as a launching pad for your content marketing journey. The emphasis on creating a content calendar is an invaluable takeaway that aids in maintaining consistency and organization. #### The Strategic Context (The 7A Framework) Here, you’ll explore the 7A Framework, a vital model that enhances your strategic thinking. You'll learn the importance of being agile and authentic in your marketing efforts. This module is particularly focused on teaching you how to captivate your audience, encouraging them to engage with your content effectively and take actionable steps. #### Mapping the Journey: Crafting a Content Marketing Strategy This segment centers on understanding your audience’s journey. By developing buyer personas and empathy maps, you’ll gain insight into your target audience's needs and preferences. This understanding is critical for creating content that deeply resonates with users, fostering lasting connections. #### The Strategic Types of Content In this module, participants are introduced to four types of strategic content: attraction, affinity, action, and authority content. By learning how to craft and combine these types, you’ll be able to create compelling content that drives engagement and conversions. #### Managing Your Content The final module is about ethical considerations in content marketing and effective content management. Understanding your ethical responsibilities as a content creator, while also learning how to utilize content metrics, positions you to not only create effective content but to manage its impact responsibly. ### Why You Should Take This Course 1. **Expert Instruction**: Learn from a course created in collaboration with Copyblogger, one of the leading voices in content marketing. 2. **Practical Frameworks**: Implementable strategies, models, and templates provided throughout the course prepare you for real-world applications. 3. **Comprehensive Coverage**: From foundational concepts to advanced content strategies, the course provides a complete guide to content marketing. 4. **Flexible Learning**: Being an online course, it allows you to learn at your pace, making it suitable for professionals with busy schedules. 5. **Networking Opportunities**: By participating in this course, you will join a community of fellow marketers, allowing for collaboration and sharing of insights. ### Conclusion "The Strategy of Content Marketing" is a highly recommended course for anyone looking to master the art of content marketing. Whether you're a business owner seeking to enhance your brand’s outreach or a marketing professional aiming to sharpen your skills, this course provides a wealth of knowledge and practical tools. Embrace this opportunity to develop a solid foundation in content marketing and propel your career to new heights. Enroll today and start crafting compelling content that resonates and drives action!

Syllabus

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.

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.

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.

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.

For this module, you should look at it as an added bonus of content. This module will have you examine the role ethics play in successful organizations. You will be able to manage not only your content, but how you should manage yourself as a professional and practice good ethics. You will be able to establish ethical and professional guidelines for content marketing and be able to build a relationship with your organizations legal team to help guide you against plagiarism and copyright laws. You will be introduced to the world of metrics for content marketers and identify and analyze which metrics you should pay special attention to. The final lessons will focus on opportunities for new media and platforms for your content. You will be able to discuss how to get better audio and video qualities through structuring and scripting multimedia content. You will also identify various kinds of multimedia content.