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The Strategy of Content Marketing

4.5 Filled star Filled star Filled star Filled star Half star
Based on 5,314 ratings
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Sonia Simone

This course is a partnership between the leading content marketing authority, Copyblogger, and UC Davis Continuing and Professional Education. 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.

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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.
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Traffic lights

Read about what's good
what should give you pause
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

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Reviews summary

Solid foundation in content marketing strategy

According to learners, this course provides a solid foundation and comprehensive overview of content marketing strategy. Many highlight the practical frameworks and actionable steps presented throughout the modules. Students particularly appreciate the focus on the buyer's journey and different content types. Some mentioned the need for external resources for more advanced topics or hands-on application, suggesting it's strong as an introduction but may require supplement for deeper dives. Overall, the reviews indicate a largely positive experience, with many finding the course highly valuable and relevant for their careers.
Strong emphasis on 'why' before the 'how'.
"Appreciate that the course focuses on the 'strategy' aspect first."
"It really helped me understand the strategic thinking behind content."
"The emphasis on strategic context and the 7A framework was very insightful."
"This course is about the strategy, not just tips and tricks."
Highly recommended for those new to the field.
"If you are new to content marketing, this course is for you."
"Perfect starting point for beginners wanting to learn the basics."
"I had very little prior knowledge, and this course was a great introduction."
"Good course for beginners and those who want to refresh their knowledge."
Covers core concepts and builds a solid base.
"This course is a foundational course and covers what it should in terms of a foundation course."
"It gives a good foundation in understanding content marketing in today's business environment."
"The course gave me a solid foundation for understanding the principles and strategies."
"I gained a strong foundational understanding of content marketing from this."
Clear, engaging, and well-structured content.
"Sonia Simone is a fantastic instructor, clear and engaging."
"The materials were well-organized and easy to follow."
"Great course, very well presented and easy to understand."
"I enjoyed the lectures and the way the information was structured."
Provides useful strategies and steps for application.
"Loved the practical tips and strategies I can apply right away."
"Very practical and offers actionable steps for building a content strategy."
"The course is packed with useful insights and practical advice."
"I found the strategies taught to be highly practical and relevant."
Needs additional resources for advanced topics.
"Could benefit from more in-depth coverage of specific tactics or tools."
"I felt I needed to seek out additional resources for more advanced areas."
"The course gives an overview, but deeper dives require external study."
"It's a great start, but you'll need to learn more elsewhere for specific execution details."

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
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.
Show steps
  • 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
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
Show steps
  • 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
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
Show steps
  • 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
Reinforce concepts learned in the course by following tutorials that demonstrate content marketing best practices.
Browse courses on Content Marketing
Show steps
  • 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
Solidify your understanding of content planning and execution by creating a comprehensive content calendar.
Browse courses on Content Marketing
Show steps
  • 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
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.
Show steps
  • 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
Solidify your understanding of content marketing by sharing your knowledge and expertise with a junior colleague.
Browse courses on Content Marketing
Show steps
  • 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
Gain valuable perspectives by exchanging feedback with peers on your content marketing strategy.
Browse courses on Content Marketing
Show steps
  • 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
Demonstrate your proficiency in content marketing by creating a comprehensive plan for a specific market.
Browse courses on Content Marketing
Show steps
  • 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:
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
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
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
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
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
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
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
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
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
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
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
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
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

Reading list

We've selected seven books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in The Strategy of Content Marketing.
Cover image
They Ask, You Answer
Save
Must-read for anyone who wants to learn more about inbound marketing. It provides a step-by-step guide to creating content that answers your customers' questions and helps them make decisions.
They Ask, You Answer: A Revolutionary Approach to...
Hardcover
$$
They Ask You Answer: A Revolutionary Approach to...
Hardcover
$$
They Ask, You Answer: A Revolutionary Approach to...
Kindle Edition
$$
Cover image
Epic Content Marketing: How to Tell a Different...
Save
Comprehensive guide to content marketing, covering everything from strategy to execution. It's a great resource for anyone who wants to learn more about how to create and distribute remarkable content.
Epic Content Marketing: How to Tell a Different...
Hardcover
$$
Cover image
Platform
Save
Must-read for anyone who wants to learn more about the power of content. It provides a step-by-step guide to creating content that changes the world.
Platform: Get Noticed in a Noisy World
Kindle Edition
$$
(Türkçe) Platform
Paperback
$$
Cover image
Inbound Content
Save
Data-driven guide to content marketing, covering everything from strategy to execution. It's a great resource for anyone who wants to learn more about how to create content that converts.
Inbound Content: A Step-by-Step Guide to Doing...
Audible Audiobook
$$
Inbound Content: A Step-by-Step Guide To Doing...
Kindle Edition
$$
Cover image
Killing Marketing: How Innovative Businesses Are...
Save
Great resource for anyone who wants to learn more about how to create epic content that stands out from the crowd. It's full of practical tips and advice that you can use to improve your content marketing efforts.
Killing Marketing: How Innovative Businesses Are...
Paperback
Check
Killing Marketing: How Innovative Businesses Are...
Kindle Edition
Check
Cover image
Content Rules
Save
Great resource for anyone who wants to learn more about how to create different types of content, including blogs, podcasts, videos, ebooks, and webinars. It's full of practical tips and advice that you can use to improve your content marketing efforts.
Content Rules
Paperback
Check
Content Rules
Kindle Edition
Check
Cover image
Content Marketing Strategies For Dummies
Save
Great resource for anyone who wants to learn more about content marketing strategies. It's written in a clear and concise style, and it's full of practical tips and advice that you can use to improve your content marketing efforts.
Content Marketing Strategies For Dummies
Paperback
$$
Content Marketing Strategies For Dummies
Kindle Edition
$$

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Course image
Rating
4.5 Filled star Filled star Filled star Filled star Half star
Effort
Approx. 20 hours
Level
Intermediate
Via
Coursera
Institution
University of California, Davis
Instructor
Sonia Simone
Language
English
Transcripts
Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова magyar nyelv Bahasa Indonesia ไทย қазақша اُردُو, فارسی বাংলা tiếng Việt پښتو آذربایجان دیلی српски
Traffic lights
Read about what's good
what should give you pause
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
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