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Content Marketing Foundations Course

Course Summary

Understand the fundamental aspects of Content Marketing. Master the essentials of planning and executing Content Marketing activities as well as measuring impact.


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    Course Syllabus


    Course preview

    Lesson 1 - Introduction to Content Marketing

    Introduction to Content Marketing 18:31

    1.1 What is Content Marketing 00:40

    1.2 What's In It For Me 01:00

    1.3 Objectives 00:53

    1.4 Origins of Content Marketing 03:24

    1.5 Content Marketing—Definition 01:43

    1.6 Content Marketing Overlap 02:16

    1.7 Effective vs. Ineffective 04:23

    1.8 The No-strategy Penalty 01:30

    1.9 Key Takeaways 02:42

    Quiz

    Quiz

    Lesson 2 - Content Marketing Strategy

    Content Marketing Strategy 29:09

    1.1 Introduction 00:10

    1.2 What's In It For Me 00:37

    1.3 Objectives 00:36

    1.4 You Need a Documented Strategy 00:52

    1.5 Start With Your Customers 02:20

    1.6 Your Brand's Story 02:57

    1.7 Channel Strategy 01:33

    1.8 Establish Listening Posts 01:39

    1.9 Measurement is a Must 01:49

    1.10 Questions Your Plan Must Answer 01:15

    1.11 Making the Playbook 01:04

    1.12 Overcoming Budget Issues 04:02

    1.13 Hindustan Unilever Case Study 05:08

    1.14 Key Takeaways 05:07

    Quiz

    Quiz

    Lesson 3 - Overseeing a Content Marketing Program

    Overseeing a Content Marketing Program 23:18

    1.1 Introduction 00:19

    1.2 What's In It For Me 00:26

    1.3 Objectives 00:50

    1.4 Who Oversees Content Marketing 01:57

    1.5 Content Marketing and Social Media 02:18

    1.6 Content Marketing and SEO 01:58

    1.7 Roles In The Customer Journey 04:57

    1.8 The Engagement Model 02:15

    1.9 GE's influencer campaign Case Studies 07:59

    1.10 Key Takeaways 00:19

    Quiz

    Quiz

    Lesson 4 - Content Marketing Tactics

    Content Marketing Tactics 34:47

    1.1 Introduction 00:10

    1.2 What's In It For Me 00:29

    1.3 Objectives 00:17

    1.4 Overview 00:50

    1.5 In-Person Events 02:11

    1.6 eNewsletters 00:58

    1.7 Online Videos 03:07

    1.8 Case Studies 00:35

    1.9 Webinars and Webcasts 00:39

    1.10 Social Media (Except Blogs) 01:45

    1.11 Blogs 01:11

    1.12 Research Reports 01:54

    1.13 White Papers 00:31

    1.14 On-Site Articles 01:41

    1.15 eBooks 01:03

    1.16 Mobile Content 01:38

    1.17 Online Presentations 00:58

    1.18 Infographics 00:52

    1.19 Press Releases 01:52

    1.20 Putting It All Together 01:22

    1.21 Caterpillar's Built For It campaign Case Studies 08:58

    1.22 Key Takeaways 01:46

    Quiz

    Quiz

    Lesson 5 - Social Media Platforms

    Social Media Platforms 27:50

    1.1 Introduction 00:19

    1.2 What's In It For Me 00:25

    1.3 Objective 00:24

    1.4 Overview 00:44

    1.5 Facebook 01:59

    1.6 LinkedIn 02:24

    1.7 YouTube 02:38

    1.8 Twitter 01:21

    1.9 The Secret to Highly Shareable Content 01:06

    1.10 World Cup Example 05:30

    1.11 GoPro Case Studies 09:46

    1.12 Key Takeaways 01:14

    Quiz

    Quiz

    Lesson 6 - Measurement and Budget

    Measurement and Budget 26:56

    1.1 Introduction 00:10

    1.2 What's In It For Me 00:27

    1.3 Objectives 00:31

    1.4 Overcoming Hurdles 01:47

    1.5 B2C Goals and Metrics 02:07

    1.6 B2B Goals and Metrics 01:51

    1.7 Tying Outputs to Outcomes 01:16

    1.8 P and G Example 04:04

    1.9 Conclusion 01:09

    1.10 Piper Aircraft Case Study 12:11

    1.11 Key Takeaways 01:23

    Quiz

    Quiz

    That was just a sneak-peak into the lesson.
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Course Fee:
USD 99

Course Type:

Self-Study

Course Status:

Active

Workload:

1 - 4 hours / week

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