The Strategy of Content Marketing from Coursera

What's inside

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.

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.

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.

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.

Managing Your Content

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Examines content marketing strategies used by real-world businesses to attain and keep customers

Taught by Sonia Simone, an accomplished expert in content marketing

Develops an understanding of the 7A Framework, which is a strategic approach to content writing

Provides guidance on building a personal brand through content marketing

Requires students to manage their own ethical and professional conduct in content marketing

Reviews summary

The strategy of content marketing

This course from UC Davis, in partnership with Copyblogger and Rainmaker Digital, covers the core principles and strategies of successful content marketing, focusing on topics such as audience identification, content creation, and promotion. It is well-received by learners looking for a comprehensive overview of the field. According to student feedback, the course's strengths include its in-depth coverage of content strategy, including frameworks like the 7As and 4As, and its emphasis on practical implementation through assignments. Additionally, the downloadable e-books, audio interviews, and guest lectures provide valuable insights from industry experts. However, some students have expressed concerns about the peer-review system for assignments, which they find unreliable and potentially unfair. The heavy reliance on audio podcasts, with limited visual aids or transcripts, can also be a drawback for learners who prefer more structured and visually engaging presentations. Furthermore, the course has been criticized for being outdated in certain aspects, with references to platforms like Google+ that are no longer relevant. Overall, "The Strategy of Content Marketing" is a valuable course for individuals seeking a foundational understanding of content marketing. Its comprehensive coverage of key concepts, practical exercises, and real-world examples make it a useful resource for students and professionals alike. However, learners should be aware of the potential drawbacks mentioned above and may need to supplement the course with additional materials or seek alternative resources for more up-to-date information.

Empathy and experience maps are essential tools for understanding your target audience and creating content that resonates with them. This course places a strong emphasis on these techniques, providing a thorough explanation of how to create and use them effectively.

"Empathy and experience maps are essential tools for understanding your target audience and creating content that resonates with them."

"This course places a strong emphasis on these techniques, providing a thorough explanation of how to create and use them effectively."

The course goes beyond theoretical concepts, providing practical exercises and assignments that help you apply what you learn to real-world scenarios. These assignments allow you to test your understanding and gain hands-on experience.

"The course goes beyond theoretical concepts, providing practical exercises and assignments that help you apply what you learn to real-world scenarios."

"These assignments allow you to test your understanding and gain hands-on experience."

In addition to video lectures, the course provides a range of downloadable e-books, audio interviews, and guest lectures. This diverse range of materials offers multiple perspectives and insights from industry experts, enriching your learning experience.

"In addition to video lectures, the course provides a range of downloadable e-books, audio interviews, and guest lectures."

"This diverse range of materials offers multiple perspectives and insights from industry experts, enriching your learning experience."

Some students have observed that certain aspects of the course, such as references to platforms like Google+, are outdated. This can be a limitation for learners seeking the most up-to-date information in the field.

"Some students have observed that certain aspects of the course, such as references to platforms like Google+, are outdated."

"This can be a limitation for learners seeking the most up-to-date information in the field."

The course utilizes a peer-review system for assignments, which can be unreliable and unfair. Students have reported receiving conflicting feedback and low scores, potentially hindering their learning progress.

"The course utilizes a peer-review system for assignments, which can be unreliable and unfair."

"Students have reported receiving conflicting feedback and low scores, potentially hindering their learning progress."

The course relies heavily on audio podcasts, which lack visual aids or transcripts. This can be a barrier for learners who prefer a more structured and visually engaging presentation or for those with auditory processing difficulties.

"The course relies heavily on audio podcasts, which lack visual aids or transcripts."

"This can be a barrier for learners who prefer a more structured and visually engaging presentation or for those with auditory processing difficulties."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in The Strategy of Content Marketing with these activities:

Watch a video tutorial on creating an editorial calendar

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Watching a video tutorial on creating an editorial calendar will give you a step-by-step guide on how to create one. This is essential for organizing your content marketing efforts.

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Search for a video tutorial on creating an editorial calendar.
Watch the tutorial.
Create your own editorial calendar.

Create a list of your favorite content marketing resources

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Creating a list of your favorite content marketing resources will help you find the best information to help you succeed.

Browse courses on Content Marketing

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Brainstorm a list of content marketing topics that you are interested in.
Search for resources on those topics.
Create a list of your favorite resources.

Practice writing headlines

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Practicing writing headlines will help you improve your ability to capture your audience's attention. This is important for any content marketer.

Browse courses on Headline Writing

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Come up with a list of topics
Write a headline for each topic.
Get feedback from others on your headlines.

Six other activities

Expand to see all activities and additional details

Show all nine activities

Follow content marketing tutorials

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Reinforce concepts learned in the course by following tutorials that demonstrate content marketing best practices.

Browse courses on Content Marketing

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Identify an aspect of content marketing you need further support with.
Search for reputable tutorials that align with that specific topic.
Watch the tutorials, taking detailed notes and making sure to understand the concepts being taught.
Apply the techniques you learned from the tutorial to your own content marketing efforts.
Reflect on the results of implementing the techniques, and make adjustments as needed.

Create a content calendar

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Solidify your understanding of content planning and execution by creating a comprehensive content calendar.

Browse courses on Content Marketing

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Decide on the goals and objectives of your content calendar.
Determine the target audience for your content.
Research and identify relevant topics for your audience.
Create a schedule for publishing your content.
Develop a system for tracking the performance of your content.

Write a blog post about a content marketing strategy you've implemented

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Writing a blog post about a content marketing strategy you've implemented will help you solidify your understanding of the concepts covered in this course. You will better apply your knowledge in the future.

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Choose a topic for your blog post.
Research the topic.
Write a draft of your blog post.
Edit and revise your blog post.
Publish your blog post.

Mentor a junior content marketer

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Solidify your understanding of content marketing by sharing your knowledge and expertise with a junior colleague.

Browse courses on Content Marketing

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Identify a junior content marketer within your organization or network who can benefit from your guidance.
Offer your support and mentorship to the individual.
Regularly meet with the mentee to provide guidance, support, and feedback on their content marketing efforts.
Celebrate the successes and growth of your mentee.

Exchange feedback with peers on content marketing strategy

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Gain valuable perspectives by exchanging feedback with peers on your content marketing strategy.

Browse courses on Content Marketing

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Identify a peer or group of peers to engage with.
Prepare your content marketing strategy to share with the group, including goals, target audience, content plan, and metrics.
Present your strategy to the group and actively listen to their feedback.
Reflect on the feedback received and consider how you can incorporate it into your strategy.

Develop a content marketing plan for a specific niche or industry

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Demonstrate your proficiency in content marketing by creating a comprehensive plan for a specific market.

Browse courses on Content Marketing

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Identify the niche or industry you want the plan for, which could be your own or one that you want to enter.
Research the target audience, including demographics, interests, and pain points.
Develop a content marketing strategy that aligns with your research and includes goals, objectives, and key performance indicators.
Create a content calendar that includes topics, formats, and publishing schedule.
Identify channels and tactics for promoting your content, including social media, email marketing, and paid advertising if necessary.

Career center

Learners who complete The Strategy of Content Marketing will develop knowledge and skills that may be useful to these careers:

Web Content Manager

Web Content Managers create and manage content for websites. They ensure that content is accurate, up-to-date, and engaging. This course will help you build the skills you need to succeed as a Web Content Manager, including writing compelling copy, using a strategic framework when writing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Web Content Manager

Public relations manager

Public Relations Managers build and maintain relationships with the media and other stakeholders. They develop and implement PR campaigns that promote a positive image of an organization. This course will help you build the skills you need to succeed as a Public Relations Manager, including writing compelling copy, using a strategic framework when writing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Public relations manager

Social Media Manager

Social Media Managers create and manage social media content that promotes a brand or organization. They use a variety of social media platforms, including Facebook, Twitter, and Instagram. This course will help you build the skills you need to succeed as a Social Media Manager, including writing compelling copy, using a strategic framework when writing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Social Media Manager

Content Strategist

Content Strategists develop and implement content strategies that align with business objectives. They understand the target audience and their needs, and they create content that is engaging and informative. This course will help you build the skills you need to succeed as a Content Strategist, including developing, organizing, and implementing a content marketing strategy, analyzing and measuring the effectiveness of content marketing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Content Strategist

SEO Specialist

SEO Specialists optimize websites and content to improve their visibility in search engine results pages (SERPs). They use a variety of techniques, including keyword research, content optimization, and link building. This course will help you build the skills you need to succeed as an SEO Specialist, including developing, organizing, and implementing a content marketing strategy, analyzing and measuring the effectiveness of content marketing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for SEO Specialist

Copywriter

Copywriters create written content for a variety of purposes, including website copy, blog posts, and social media updates. This course will help you build the skills you need to succeed as a Copywriter, including writing compelling copy, using a strategic framework when writing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Copywriter

Content Marketing Specialist

Content Marketing Specialists create, publish, and promote content to attract and engage customers. With the knowledge from this course, you will understand the fundamentals of content marketing and be able to use them to develop and implement successful content marketing campaigns. This course will help you build the skills you need to succeed as a Content Marketing Specialist, including writing compelling copy, using a strategic framework when writing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Content Marketing Specialist

Marketing Manager

Marketing Managers plan and execute marketing campaigns that promote products or services. They oversee all aspects of marketing, including content marketing, social media marketing, and email marketing. This course will help you build the skills you need to succeed as a Marketing Manager, including developing, organizing, and implementing a content marketing strategy, analyzing and measuring the effectiveness of content marketing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Marketing Manager

Editor

Editors review, edit, and proofread written content. They ensure that content is clear, concise, and error-free. This course will help you build the skills you need to succeed as an Editor, including writing compelling copy, using a strategic framework when writing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Editor

Public Relations Specialist

Public Relations Specialists build and maintain relationships with the media and other stakeholders. They develop and implement PR campaigns that promote a positive image of an organization. This course will help you build the skills you need to succeed as a Public Relations Specialist, including writing compelling copy, using a strategic framework when writing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Public Relations Specialist

Technical Writer

Technical Writers create and manage technical documentation, such as user manuals, white papers, and training materials. They ensure that technical information is clear, concise, and accurate. This course will help you build the skills you need to succeed as a Technical Writer, including writing compelling copy, using a strategic framework when writing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Technical Writer

Marketing Communications Manager

Marketing Communications Managers oversee all aspects of marketing communications, including public relations, advertising, and social media. They develop and implement marketing communications campaigns that promote a positive image of an organization. This course will help you build the skills you need to succeed as a Marketing Communications Manager, including writing compelling copy, using a strategic framework when writing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Marketing Communications Manager

Media Relations Manager

Media Relations Managers build and maintain relationships with the media. They develop and implement media relations campaigns that promote a positive image of an organization. This course will help you build the skills you need to succeed as a Media Relations Manager, including writing compelling copy, using a strategic framework when writing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Media Relations Manager

Journalist

Journalists research, write, and report on news and current events. They work for a variety of media outlets, including newspapers, magazines, and websites. This course will help you build the skills you need to succeed as a Journalist, including writing compelling copy, using a strategic framework when writing, and building your professional brand and authority through content marketing.

See salaries and explore the career path for Journalist

Web Developer

Web Developers design and develop websites. They work with a variety of technologies, including HTML, CSS, and JavaScript. This course may be useful for Web Developers who want to learn more about content marketing and how to create content that is engaging and informative.

See salaries and explore the career path for Web Developer