This training course offers an introduction to content marketing, a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. With an emphasis on key concepts, definitions, and metrics, the course examines ways that marketers can tailor their content to meet the specific needs of potential customers as they travel through the sales funnel. Learners will explore how content is used to build brand awareness and establish the brand as a trusted source of expert advice.
Completion Time
3.5 hours
Access Time
90 Days
Outcome
Individual Skill Course
Language
English
Training Level
Beginner
Delivery Information:
Online
Asynchronous
Self-paced
Description
Learning Outcomes
After completing this course, the learner should be able to:
- Define content marketing, and explain how it relates to social media and SEO
- List the major types of content used in content marketing, and explain the strengths of each
- Explain the purpose and goals of a content marketing plan
- Describe the online marketing funnel, and explain which types of content are appropriate for which stages of the funnel
- Articulate the advantages of audience targeting and audience segmentation
- Explain the role of influencers in content marketing
- Describe the process of channel management, and explain why it is important to furthering your marketing goals
- Articulate the unique importance of video to content marketing campaigns
- Explain the importance of measuring your campaign's effectiveness, and list the major performance metrics
- Explain the advantages of repurposing content
- Define a content audit, and explain its importance in content marketing
Additional Information
This course includes an “Ask the Expert” feature. You can use this feature to submit questions about course content. A subject matter expert will provide guidance or point you to additional resources for the topics you’re studying. Questions are answered as quickly as possible and usually within 24 hours.
Learners must achieve an average test score of at least 70% to meet the minimum successful completion requirement and qualify to receive IACET CEUs.
Requirements
Technology Requirements
Hardware Requirements: This course can be taken on either a PC, Mac, or Chromebook.
Software Requirements: Software must be installed and fully operational before the course begins.
- PC: Windows 8 or later.
- Mac: macOS 10.6 or later.
- Browser: The latest version of Google Chrome or Mozilla Firefox are preferred. Microsoft Edge and Safari are also compatible. Cookies and JavaScript must be enabled
- The latest Adobe Reader/Acrobat Reader ( free download available at https://get.adobe.com/reader/ )
- Any modern Office suite: Microsoft Office, Apple iWork, OpenOffice, or LibreOffice
- Reliable internet connection. Broadband cable or highspeed DSL is recommended for optimal experience.
- E-mail account (to be able to register and to receive e-mail from the course system regarding registration, course status, etc.)
Reviews
"Enjoyed the in-depth dive into content marketing & inspired some new tactics and ideas that I plan to carry forward into my work. Gave me a better understanding of the goals & objectives of Content Marketing."
Melissa G.
"I learned an incredible amount about content marketing in this course. The material was digestible, yet challenging. I feel as though I will be able to implement the knowledge into everyday business practices."
Autumn H.
"I've worked in the digital marketing industry for over 7 years, and this was a great refresher course. It made me remember the basics and purpose of why content should be created in the first place. I plan to use the concepts on my next campaign or projects at the office. Thank you."
Julio S.
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