Online course: The Strategy of Content Marketing

Dates: any time

Duration: 21 hours

Rating: 4.5 / 5.0 out of 2215 ratings (see total ranking of online courses here)

Participating countries: any country

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Organizer: University of California Davis at Coursera


  • FREE
  • $49 with sharable certificate

The Strategy of Content Marketing

This course is a partnership between the leading content marketing authority, Copyblogger, and UC Davis Continuing and Professional Education. 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.




WEEK 1: 3 hours to complete

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.

  • The Strategy of Content Marketing Introduction 3m
  • Module Introduction 1m
  • What Should Content Do? 6m
  • Overview of the Structure for Effective Content 4m
  • Building Your Professional Brand 4m
  • Tips for Building Your Professional Brand 5m
  • I Have My Site, Now What? 4m
  • Interview with Stefanie Flaxman – Editor-in-Chief 1m
  • Interview with Stefanie Flaxman – Content Calendar 38s

WEEK 2: 5 hours to complete

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.

The Strategic Context (7A Framework) 1m
Overview of the 7A Framework 11m
The First 2 A’s of the Framework: Agility & Authenticity 1m
Stealing Headlines for Attention 8m
Capturing Audience Attention 10m
Actions Steps 1, 2, 3 8m
Call-to-Action & Risk Reversal 11m
Expanding Your Network 10m
Your “About” Page 4m
The Last 2 A’s of the Framework: Authority & Audience 1m

WEEK 3: 5 hours to complete

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.

Mapping the Journey: Crafting a Content Marketing Strategy 1m
Mapping the Journey 1m
Empathy Maps 47s
Experience Maps 1m
Two Keys to Creating Irresistible Content 9m

WEEK 4: 6 hours to complete

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.

The Strategic Types of Content 1m
Attraction Content 36s
Affinity Content 1m
Action Content 58s
Making Action Content Actionable 1m
Authority Content 49s

WEEK 5: 2 hours to complete

Managing Your Content

For this module, you should look at it as an added bonus of content. This module will have you examine the role ethics play in successful organizations. You will be able to manage not only your content, but how you should manage yourself as a professional and practice good ethics. You will be able to establish ethical and professional guidelines for content marketing and be able to build a relationship with your organizations legal team to help guide you against plagiarism and copyright laws. You will be introduced to the world of metrics for content marketers and identify and analyze which metrics you should pay special attention to. The final lessons will focus on opportunities for new media and platforms for your content. You will be able to discuss how to get better audio and video qualities through structuring and scripting multimedia content. You will also identify various kinds of multimedia content.

Managing Your Content 1m
Ethics and Professionalism 8m
Plagiarism and Copyright Law 9m
Introduction to Metrics 59s
What Data Should I Pay Attention To? 1m
Multimedia Content – Visuals 8m
Multimedia Content – Audio and Video 10m
Course Summary 2m