Content Marketing (5 ECTS)

Objective

Content rules the world, and content marketing rules the internet. Content Marketing is a technology for creating and distributing content relevant to the target audience to attract and stimulate them to take action. In other words, content marketing is information that your customers receive at the right time and in the right place.

In this course, you will learn about content marketing and strategies you need to employ as part of your digital marketing approach. You will learn about different types of content to create in your digital space, especially your website, to help better visibility on search engine results and attract more mentions from outside of your website. It covers the latest technics and findings that enable content markets to get more organic and targeted visits to their website.

By the end of this course, students will learn about different content strategies, plan them for their target audiences, create a buyer persona, content calendar, use content marketing tools, and measure their KPIs.

This course is 100% virtual, thanks to the comprehensive tutorial videos and content prepared for this course.

The student will pass this course after submitting the required quizzes, assignments, and the final project.

Content

1. Understanding Content Marketing:
Content is King! - Objectives of Content Marketing - Content Marketing or Content SEO?

2. Content Marketing Strategies:
What is Inbound Marketing? - Content as Part of Inbound Marketing - Marketing Funnel - Content Marketing Funnel

3. Knowing Your Audience:
Buyer Persona - How to Build a Buyer Profile?

4. Types of Content:
Blog - Lead Magnets - Podcast - Video - eBooks - Infographics - Email - White Papers - User-generated Content - Social Network Posts

5. Creating Content Calendar:
What Is Content Calendar? - Why Do We Need Content Calendar? - Creating Content Calendar - Essential Tools to Create Content Calendar

6. Creating the Content:
Pillar Pages and Topic Clusters - Principles of Pillar Pages and Topic Clusters - Linkable Assets - Evergreen Contents -CTA in Content

7. Content Marketing Tools:
Ideas and Keywords - Content Management - Content Collaboration - Automation - Analysis and Monitoring - Google Trends

8. Content Marketing KPIs:
Content Marketing KPI Basics - Deep into KPI Factors - Content Marketing Analytics Tools

9. Final tasks:
Self-study Essay – Project

Location and time

Course can be done in own pace in TechClass portal.

Materials

Lecture slides, tutorial videos, quizzes and exercises can be find via TechClass portal

Teaching methods

This course is 100% virtual, thanks to the comprehensive tutorial videos and content prepared for this course.

The student will pass this course after submitting the required quizzes, assignments, and the final project.

Employer connections

N/A

Exam schedules

Online.

International connections

N/A

Completion alternatives

N/A

Student workload

- Tutorial Videos
- Exercise
- Quiz
- Project
- Self-study

Content scheduling

Up to student her-/himself.

Evaluation scale

Hyväksytty/Hylätty

Assessment criteria, approved/failed

The student will pass this course after submitting the required quizzes, assignments, and the final project.

Assessment methods and criteria

Exercise 30%
Quiz 20%
Project 30%
Essay 20%

Qualifications

Calculus