What You’ll Learn

✔ Develop and execute an effective content marketing strategy   
✔ Measure content performance and optimize engagement   
✔ Write compelling and persuasive content using proven frameworks   
✔ Build a strong professional brand through content marketing   
✔ Implement ethical guidelines and legal considerations in content creation

🌱 Personal Development Focus

Head: Strengthen your ability to create strategic content that resonates.  
Heart: Feel empowered to craft content that builds lasting relationships.  
Hands: Apply techniques to enhance engagement and authority in content marketing.

📍 Module 1 – The Content Marketing Ecosystem

Gain a deep understanding of content marketing fundamentals and its role in today’s digital landscape.

📌 Topics Covered:  
✔ Defining content marketing and its significance  
✔ Crafting content that serves business and audience needs  
✔ Establishing a professional brand through content marketing  
✔ The importance of an editorial process and content calendar

📦 Includes:  
🎥 9 videos  
📖 3 readings  
📝 1 assignment  
💬 2 discussion prompts

📍 Module 2 – The 7A Framework for Content Strategy

Apply the 7A Framework to create strategic, engaging, and results-driven content.

📌 Topics Covered:  
✔ Creating content with context and strategic alignment  
✔ The role of agility and authenticity in content marketing  
✔ Crafting compelling headlines and persuasive messaging  
✔ Understanding audience engagement through authority building

📦 Includes:  
🎥 10 videos  
📖 5 readings  
📝 1 assignment  
💬 3 discussion prompts

📍 Module 3 – Crafting a Content Marketing Strategy

Develop a comprehensive content strategy by understanding audience behavior and journey mapping.

📌 Topics Covered:  
✔ Creating detailed audience and buyer personas  
✔ Developing empathy and experience maps  
✔ Understanding the two key elements of irresistible content

📦 Includes:  
🎥 5 videos  
📖 2 readings  
📝 1 assignment  
🔄 1 peer review  
💬 1 discussion prompt

📍 Module 4 – Strategic Content Types

Explore the core content types that drive audience engagement and business growth.

📌 Topics Covered:  
✔ Understanding attraction, affinity, action, and authority content  
✔ Writing various types of content for maximum impact  
✔ Combining strategic content types for a unified approach

📦 Includes:  
🎥 6 videos  
📖 6 readings  
📝 1 assignment  
🔄 1 peer review  
💬 1 discussion prompt

📍 Module 5 – Ethics, Metrics & New Media

Learn ethical best practices, performance measurement, and emerging content formats.

📌 Topics Covered:  
✔ Establishing ethical guidelines in content marketing  
✔ Legal considerations: plagiarism and copyright laws  
✔ Key content marketing metrics and analytics  
✔ Exploring new media opportunities, including audio and video structuring

📦 Includes:  
🎥 8 videos  
📖 2 readings  
📝 1 assignment  
💬 1 discussion prompt

Program Details

📅 Duration: 8 weeks  
📍 Mode: Online  
🗣 Language: English  
📜 Cost: Shs.300,000