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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/content-marketing
课程评论：没有评论
课程名称：内容营销战略 概述：本课程是领先的内容营销权威机构Copyblogger与加州大学戴维斯分校继续教育与职业教育学院合作开设的。在这门课程中，您将学习内容营销人员用来有效获取和保留客户的核心策略。具体将学习如何制定、组织和实施内容营销战略，分析和衡量内容营销的效果，撰写引人注目的文案，运用写作时的战略框架，并通过内容营销构建您的职业品牌和权威性。此外，您还将学习如何将所学知识付诸实践，通过内容营销建立个人品牌。 课程大纲： 1. **内容营销生态系统** - 描述：这一模块将介绍内容营销的生态系统，帮助您定义内容营销及其在当今市场中的重要性。将探讨内容的目的及其有效性，并了解您的职业品牌在公司内容营销战略中的作用，同时构建自己的职业品牌。您还将建立个人网站，讨论内容的编辑流程，并了解内容日历的重要性。 2. **战略背景（7A框架）** - 描述：在本模块中，您将学习如何解释和应用7A框架，创造与您内容相关的战略背景。将讨论灵活性的重要性，如何吸引观众的注意力，并运用1, 2, 3, 4, 5公式促使观众采取行动。分析权威与受众之间的关系，并自信地写作。 3. **绘制旅程：制定内容营销战略** - 描述：您将通过examining买家或受众的旅程来制定内容营销战略。创建买家角色，并强调始终关注他们旅程的重要性。发展同理心与体验地图，并探讨其在内容营销战略中的作用。 4. **战略内容类型** - 描述：本模块将探讨构成有效内容营销计划的各种战略内容类型。识别并定义四种战略内容：吸引内容、亲和内容、行动内容和权威内容，运用这些策略撰写不同类型的内容，并将所有四种元素结合起来撰写一份有效内容。 5. **管理您的内容** - 描述：这一模块将作为内容的额外奖励，探讨伦理在成功组织中的角色。管理您的内容及专业自我，并建立内容营销的伦理与专业指南，与法律团队建立合作关系。还将介绍内容营销的指标，分析应特别关注的指标，并探讨新媒体和平台的机会，讨论如何提高音视频质量及创建多媒体内容。
Name:The Content Marketing Ecosystem
Description: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.
Name:The Strategic Context (The 7A Framework)
Description: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.
Name:Mapping the Journey: Crafting a Content Marketing Strategy
Description: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.
Name:The Strategic Types of Content
Description: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.
Name:Managing Your Content
Description: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.
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.
