Overview

Content marketing is more than just producing articles—it’s about creating value-driven content that builds trust and drives customer engagement. This training equips you with essential strategies to develop, implement, and measure content marketing efforts that lead to profitable customer relationships.

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

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

📍 Who Should Join?

🚀 Professionals looking to master content marketing strategy and execution.
💡 Entrepreneurs, marketers, and brand builders eager to leverage content for business success.

Program Details

📅 Duration: 6 weeks
📍 Mode: Online
🗣 Language: English
📜 Cost: $50