Об этом курсе
4.5
215 ratings
65 reviews
This course is a partnership between the leading content marketing authority, Copyblogger, and UC Davis Extension. 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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Intermediate Level

Промежуточный уровень

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Предполагаемая нагрузка: 5 weeks of study, 2-3 hours/week

Прибл. 15 ч. на завершение
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English

Субтитры: English

Приобретаемые навыки

Content MarketingCopywritingManagementWriting
Globe

Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Intermediate Level

Промежуточный уровень

Clock

Предполагаемая нагрузка: 5 weeks of study, 2-3 hours/week

Прибл. 15 ч. на завершение
Comment Dots

English

Субтитры: English

Программа курса: что вы изучите

1

Раздел
Clock
2 ч. на завершение

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....
Reading
9 видео (всего 32 мин.), 2 материалов для самостоятельного изучения, 1 тест
Video9 видео
Module Introduction1мин
What Should Content Do?6мин
Overview of the Structure for Effective Content4мин
Building Your Professional Brand4мин
Tips for Building Your Professional Brand5мин
I Have My Site, Now What?4мин
Interview with Stefanie Flaxman - Editor-in-Chief1мин
Interview with Stefanie Flaxman - Content Calendarмин
Reading2 материала для самостоятельного изучения
The 5 P Approach to Copy that Crushes It35мин
Content Marketing Research (The Crucial First Step)35мин
Quiz1 практическое упражнение
The Content Marketing Ecosystem22мин

2

Раздел
Clock
5 ч. на завершение

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....
Reading
10 видео (всего 69 мин.), 4 материалов для самостоятельного изучения, 1 тест
Video10 видео
Overview of the 7A Framework11мин
The First 2 A's of the Framework: Agility & Authenticity1мин
Stealing Headlines for Attention8мин
Capturing Audience Attention10мин
Actions Steps 1, 2, 38мин
Call-to-Action & Risk Reversal11мин
Expanding Your Network10мин
Your "About" Page4мин
The Last 2 A's of the Framework: Authority & Audience1мин
Reading4 материала для самостоятельного изучения
The Business Case for Agile Content Marketing30мин
A Content Marketing Strategy That Works30мин
Content Marketing (How to Build an Audience that Builds Your Business)35мин
7A Framework35мин
Quiz1 практическое упражнение
The Strategic Context (7A Framework)24мин

3

Раздел
Clock
5 ч. на завершение

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....
Reading
5 видео (всего 14 мин.), 1 материал для самостоятельного изучения, 2 тестов
Video5 видео
Mapping the Journey1мин
Empathy Mapsмин
Experience Maps1мин
Two Keys to Creating Irresistible Content9мин
Reading1 материал для самостоятельного изучения
Internet Marketing for Smart Peopleмин
Quiz1 практическое упражнение
Mapping the Journey: Crafting a Content Marketing Strategy22мин

4

Раздел
Clock
6 ч. на завершение

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. ...
Reading
6 видео (всего 6 мин.), 5 материалов для самостоятельного изучения, 2 тестов
Video6 видео
Attraction Contentмин
Affinity Content1мин
Action Contentмин
Making Action Content Actionable1мин
Authority Contentмин
Reading5 материала для самостоятельного изучения
How to Create Content That Converts30мин
How to Write Magnetic Headlines45мин
Keyword Research (A Real World Guide)30мин
How to Create Compelling Content40мин
Email Marketing (How to Push Send and Grow Your Business)50мин
Quiz1 практическое упражнение
The Strategic Types of Content20мин
4.5
Direction Signs

20%

начал новую карьеру, пройдя эти курсы
Briefcase

83%

получил значимые преимущества в карьере благодаря этому курсу
Money

14%

стал больше зарабатывать или получил повышение

Лучшие рецензии

автор: APApr 13th 2018

Way more than I expected! Excellent course and real pleasure to read and listen to! Highly recommend it to everyone regardless of industry you work in.

автор: UPJul 7th 2018

Very nice and decent course should be done by people who are into content marketing or people in corporates as the terms are useful for all .

Преподаватель

Sonia Simone

Chief Content Officer
Rainmaker Digital, LLC

О University of California, Davis

UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact....

Часто задаваемые вопросы

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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