The Strategy of Content Marketing

This course is part of Content Marketing Specialization

Instructor: Rebekah May

Access provided by Mojatu Foundation

691,045 already enrolled

4 modules

Gain insight into a topic and learn the fundamentals.

5,370 reviews

Intermediate level

Some related experience required

Flexible schedule

9 hours to complete

Learn at your own pace

97%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

5,370 reviews

Intermediate level

Some related experience required

Flexible schedule

9 hours to complete

Learn at your own pace

97%

Most learners liked this course

Skills you'll gain

Details to know

Shareable certificate

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Assessments

9 assignments¹

AI Graded see disclaimer

Taught in English

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This course is part of the Content Marketing Specialization

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There are 4 modules in this course

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.

Welcome to Module 1! In this module, we'll gain an understanding of what content marketing is, how content marketing plays a pivotal role in inbound and outbound strategies, and recognize the impact of content marketing in the digital world. You'll be able to recognize the benefits of brand awareness and current industry statistics. We'll review why content marketing is a central element in modern businesses and how it aligns with marketing objectives. We have a lot to cover, so let's get started!

What's included

8 videos1 reading2 assignments

8 videos Total 46 minutes

Course Introduction 3 minutes
Introduction to Content Marketing 7 minutes
The Value and Importance of Content Marketing 7 minutes
How Content Marketing Works 8 minutes
Evolution and Future of Content Marketing 7 minutes
Types of Content Marketing, Part 1 3 minutes
Types of Content Marketing, Part 2 7 minutes
Why Copywriting is Important 4 minutes

1 reading Total 10 minutes

Course Navigation and Online Safety Statement 10 minutes

2 assignments Total 50 minutes

Module 1 Quiz 20 minutes
Content Strategy 30 minutes

Welcome to Module 2! In this module, you'll review and apply the basic concepts of crafting a compelling piece of content to the unique content strategy needs of B2B, B2C, and eCommerce industries. We'll then learn to develop tailored content strategies that align with specific industry goals and audience preferences. You'll also gain the ability to apply theoretical knowledge of content marketing to practical, industry-specific scenarios. Let's get started!

What's included

20 videos3 assignments1 discussion prompt

20 videos Total 116 minutes

Content Strategy 101: The Essential Framework 8 minutes
Content Strategy in the AI Era 11 minutes
Basic Content Creation Walkthrough, Part 1 2 minutes
Basic Content Creation Walkthrough, Part 2 5 minutes
Basic Content Creation Walkthrough, Part 3 4 minutes
Basic Content Creation Walkthrough, Part 4 5 minutes
Basic Content Creation Walkthrough, Part 5 4 minutes
How Content Marketing Integrates with Other Business Functions 8 minutes
From Concept to Completion: A Detailed Look at the Content Creation Process, Part 1 9 minutes
From Concept to Completion: A Detailed Look at the Content Creation Process, Part 2 4 minutes
From Concept to Completion: A Detailed Look at the Content Creation Process, Part 3 9 minutes
From Concept to Completion: A Detailed Look at the Content Creation Process, Part 4 4 minutes
Content Planning vs. Content Strategy, Part 1 5 minutes
Content Planning vs. Content Strategy, Part 2 5 minutes
Using AI in Your Workflows, Part 1 4 minutes
Using AI in Your Workflows, Part 2 7 minutes
Using AI in Your Workflows, Part 3 5 minutes
Content Strategy for Different Markets, Part 1 8 minutes
Content Strategy for Different Markets, Part 2 5 minutes
Content Strategy for Different Markets, Part 3 4 minutes

3 assignments Total 90 minutes

Module 2 Quiz 30 minutes
Content Creation 30 minutes
Analyze Selected Industry 30 minutes

1 discussion prompt Total 15 minutes

Midpoint Reflection 15 minutes

Welcome to Module 3! In this module, you'll understand what content audits are and their importance in content marketing. We'll discuss the basic components and types of content audits, how to plan and conduct a content audit effectively, and review the tools and methods used in the content auditing process. You'll understand how to effectively report audit findings, implement those findings into a content strategy, and how to schedule regular audits effectively. Let's dive in!

What's included

10 videos2 assignments

10 videos Total 50 minutes

Content Audits, Part 1a: Introduction to Content Audits in Content Marketing 5 minutes
Content Audits, Part 1b: Introduction to Content Audits in Content Marketing 5 minutes
Content Audits, Part 2a: Planning and Conducting Content Audits 6 minutes
Content Audits, Part 2 - Example: Planning and Conducting Content Audits 5 minutes
Content Audits, Part 2b: Planning and Conducting Content Audits 5 minutes
Content Audits, Part 3a: Best Practices and Tips 6 minutes
Content Audits, Part 3b: Best Practices and Tips 5 minutes
Content Audits, Part 3c: Best Practices and Tips 4 minutes
Content Audits, Part 3d: Best Practices and Tips 6 minutes
Content Audits, Part 3e: Best Practices and Tips 3 minutes

2 assignments Total 75 minutes

Module 3 Quiz 30 minutes
Creating a Plan for an Audit 45 minutes

Welcome to the final module! In this module, we'll learn how to conduct a SWOT analysis in the context of content marketing. You'll develop skills to apply SWOT insights for enhancing content marketing strategies, understand the role of continuous SWOT analysis in maintaining a competitive advantage, and review the methods of conducting a thorough competitive analysis. Lastly, you'll develop a competitive analysis to assess competitors' strategies and performances. Let's finish strong!

What's included

4 videos2 assignments1 discussion prompt

4 videos Total 21 minutes

Competitive Analysis, Part 1: Conducting In-Depth Competitive Analysis in Content Marketing 6 minutes
Competitive Analysis, Part 2: Applying SWOT Analysis to Refine Content Marketing Strategies 5 minutes
Competitive Analysis, Part 3: Framework and Process 8 minutes
Course Summary 1 minute

2 assignments Total 75 minutes

Module 4 Quiz 30 minutes
Competitive Analysis 45 minutes

1 discussion prompt Total 10 minutes

Course Reflection 10 minutes

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Instructor

Instructor ratings

(1,728 ratings)

Rebekah May

University of California, Davis

8 Courses 1,082,487 learners

Offered by

University of California, Davis

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Reviewed on Apr 10, 2020

This course is super awesome. Lots of interesting tools and frameworks that are shared by the instructor and the assignments give you a wonderful chance to apply the same. I highly recommend it!

Reviewed on Jul 12, 2020

I enrolled myself in a six weeks course, "The Strategy of Content Marketing" offered by the University of California, Devis, lead by Chief Content Officer - Sonia Simone.Thank you, Coursera!

Reviewed on Jul 30, 2020

I really liked the class, I had no knowledge on these topics and now that I started a business with my mom I want to apply the learning that this course gave me. Thank you very much, very complete.

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