The Strategy of Content Marketing from Coursera

The Strategy of Content Marketing course, available on Coursera, is designed to provide learners with a comprehensive understanding of content marketing strategies. This course is offered by the University of California, Davis and taught by top instructors in the field. It is ideal for marketing professionals, business owners, and anyone interested in leveraging content to drive business growth.
Course Objectives:

  • Understand the principles and practices of content marketing.
  • Develop a strategic content marketing plan.
  • Create and curate content that aligns with your business goals.
  • Analyze and measure the effectiveness of your content marketing efforts.

The Strategy of Content Marketing course on Coursera is an invaluable resource for anyone looking to master the art and science of content marketing. With a blend of theoretical knowledge and practical applications, this course equips you with the skills needed to create, distribute, and measure content that drives business success, while also helping you build your personal brand and professional authority.

Skills you will gain

Skills You’ll Gain:

  • Management: Learn to oversee and coordinate content marketing projects, ensuring they align with strategic goals.
  • Writing: Develop skills to craft engaging, clear, and persuasive content.
  • Content Marketing: Master techniques to attract and retain customers through valuable and relevant content.
  • Copy writing: Hone your ability to write compelling and effective marketing copy that drives action.

What you will learn

The course is divided into five modules, each focusing on different aspects of content marketing. Here is a detailed outline of the course structure:
Module 1: Introduction to Content Marketing

  • Overview: Gain an understanding of the importance and impact of content marketing.
  • Key Topics:
    • Definition and evolution of content marketing.
    • The content marketing ecosystem.
    • Identifying and understanding your audience.
  • Activities:
    • Readings and videos on content marketing fundamentals.
    • Discussion forums for sharing insights and experiences.

Module 2: Content Marketing Strategy

  • Overview: Learn to develop and organize a strategic content marketing plan.
  • Key Topics:
    • Setting goals and objectives for content marketing.
    • Creating detailed buyer personas.
    • Conducting comprehensive content audits.
  • Activities:
    • Case studies on successful content marketing strategies.
    • Practical exercises on developing buyer personas.

Module 3: Writing Compelling Copy

  • Overview: Master the techniques and frameworks for writing effective content.
  • Key Topics:
    • Crafting various types of content (blogs, videos, infographics, etc.).
    • Tools and resources for content creation.
    • Best practices for content curation and storytelling.
  • Activities:
    • Workshops on creating different types of content.
    • Peer reviews of content creation projects.

Module 4: Content Distribution and Promotion

  • Overview: Discover strategies for distributing and promoting content effectively.
  • Key Topics:
    • Distribution channels (social media, email marketing, etc.).
    • SEO and its role in content marketing.
    • Comparing paid vs. organic distribution methods.
  • Activities:
    • Case studies on effective content distribution.
    • Projects on developing and implementing a distribution plan.

Module 5: Measuring and Analyzing Content Effectiveness

  • Overview: Learn how to analyze and measure the performance of content marketing efforts.
  • Key Topics:
    • Key performance indicators (KPIs) for content marketing.
    • Tools and techniques for measuring content performance (Google Analytics, etc.).
    • Reporting results and optimizing strategies.
  • Activities:
    • Practical exercises on setting up and using analytics tools.
    • Projects on creating comprehensive performance reports.