The Strategy of Content Marketing

Start Date: 07/05/2020

Course Type: Common Course

Course Link:

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About Course

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.

Course Syllabus

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.

Deep Learning Specialization on Coursera

Course Introduction

The Strategy of Content Marketing "Content marketing is the key to getting better SEO." - Keyword Research Corporation. This course explains the fundamental principles of content marketing, how to market content effectively, the process of designing and implementing effective content policies, and how to monitor content quality and promote content to the right people at the right time. Course Overview: The course covers the fundamentals of content marketing, creating content policies, creating content marketing strategies, and how to manage content marketing. It will help you to understand how to successfully market content, and also gives you the opportunity to practice in-depth the strategies and techniques covered in the popular SEO 101 course. Pre-requisites: To get the most out of this course, learners should be prepared to: • Understand how the search engine works • Understand the process of designing content policies and creating content marketing strategies • Manage content resources effectively • Understand the tools and techniques for promoting content to the right people at the right time • Understand the practice of content marketing • Understand the practice of content marketing • Understand the process of content marketing policymakingIntroduction to Content Marketing Content Marketing Process Content Marketing Policies and Writing Content Marketing Scenarios Content Marketing Strategy and Marketing Mix Management The Psychology of Well-Being “Being well-adjusted” is a

Course Tag

Management Content Marketing Copywriting Writing

Related Wiki Topic

Article Example
Content marketing By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing. In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93% as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
Content strategy The Content Strategy Alliance, the first international content strategy organization, combines Kevin Nichols's definition with Kristina Halvorson's and defines content strategy as "Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance."
Content strategy In a 2007 article titled "Content Strategy: The Philosophy of Data","" Rachel Lovinger describes the goal of content strategy as using "words and data to create unambiguous content that supports meaningful, interactive experiences." Here, she also provided the analogy that ""content strategy" is to "copywriting" as "information architecture" is to "design"."
Marketing strategy An organization's strategy combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the product mix in order to achieve the maximum profit and sustain the business. The marketing strategy is the foundation of a marketing plan.
Content marketing The phrase "content marketing" was used as early as 1996, when John F. Oppedahl led a roundtable for journalists at the American Society for Newspaper Editors. In 1998, Jerrell Jimerson held the title of "director of online and content marketing" at Netscape. In 1999, author Jeff Cannon wrote,“In content marketing, content is created to provide consumers with the information they seek.”
Content marketing There are 3 distribution strategies for successful content marketing, each with tradeoffs in customization, reach, and time commitment. Content distribution is often among the most overlooked aspects of a successful content marketing campaign, as it requires a consistent time commitment.
Marketing strategy Marketing strategy has the fundamental goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic, short-term, and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.
Content strategy Content strategy has been described as planning for "the creation, publication, and governance of useful, usable content." It has also been called "a repeatable system that defines the entire editorial content development process for a website development project."
Content marketing Metrics to determine the success of a content marketing are often tied to the original goals of the campaign.
Content marketing The rise of content marketing has turned traditional businesses into media publishing companies.
Content marketing Content marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience online. It is often used by businesses in order to:
Digital marketing A strategy that is linked into the effectiveness of digital marketing is content marketing. Content marketing can be briefly described as "delivering the content that your audience is seeking in the places that they are searching for it". It is found that content marketing is highly present in digital marketing and becomes highly successful when content marketing is involved. This is due to content marketing making your brand more relevant to the target consumers, as well as more visible to the target consumer.
Content marketing Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need. As James O'Brien of Contently wrote on Mashable, "The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story."
Marketing strategy The 4P’s also known as Price, Product, Place and Promotion is a strategy that originated from the single P meaning Price. This strategy was designed as an easy way to turn marketing planning into practice. This strategy is used to find and meet the consumers needs and can be used for long term or short term purposes. The proportions of the marketing mix can be altered to meet different requirements for each product produced, similar to altering ingredients when baking a cake.
Content marketing The rise of content marketing has also accelerated the growth of online platforms, such as YouTube, Yelp, LinkedIn, Tumblr, Pinterest, and more.
Marketing strategy Marketing strategy should not be confused with a marketing objective or mission. For example, a goal may be to become the market leader, perhaps in a specific niche; a mission may be something along the lines of "to serve customers with honor and dignity"; in contrast, a marketing strategy describes how a firm will achieve the stated goal in a way which is consistent with the mission, perhaps by detailed plans for how it might build a referral network, for example. Strategy varies by type of market. A well-established firm in a mature market will likely have a different strategy than a start-up. Plans usually involve monitoring, to assess progress, and prepare for contingencies if problems arise. You should also write a marketing strategy when starting your own business.
Content strategy Content strategy refers to the planning, development, and management of content—written or in other media. The term is particularly common in web development since the late 1990s. It is a recognized field in user experience design, but also draws interest from adjacent communities such as content management, business analysis, and technical communication.
Content strategy For instance, some specialize in "front-end strategy," which includes developing personas, journey mapping the user experience, aligning business strategy and user needs, and creating style guidelines and search engine optimization guidelines. Others specialize in "back-end strategy," which includes creating content models, planning taxonomies and metadata, structuring content management systems, and building systems to support content reuse. Both roles involve addressing workflow and governance issues.
Content-first marketing The structure of content-first marketing requires that the content or story be "fresh water" or totally devoid of sales or marketing influence ("saltwater"). This doesn't mean that content-first marketing programs do not have brands, products or services in them - it simply means that they are used for their associative narrative function.
Marketing management In many cases, marketing management will develop a marketing plan to specify how the company will execute the chosen strategy and achieve the business' objectives. The content of marketing plans varies from firm to firm, but commonly includes: