FUNDAMENTALS OF DIGITAL MARKETING: MODULE 16/26 Get started with content marketing
Content marketing is a great way to build trust and increase site traffic. In this topic, you'll learn how to write for online audiences, organize production and promotion, choose the right format based on your content, and track your content marketing success.
Lessons 1. Intro to content marketing
Key learnings With so many businesses and brands online, content marketing is a valuable tool in helping you to stand out. In this lesson, we'll explore:
what content marketing is, and why it can add value to an online business best practices for creating your own content marketing strategy.
Angela opened her own beauty salon two years ago and is now looking at how content marketing can help her boost the business's profile online.
How could content marketing help her?
Lessons 2. Get to know your online customers
Key learnings Making sure you are saying the right thing, to the right people, and are connecting with them at the right time is critical when it comes to content marketing. In this lesson, we'll explore:
what audience segmentation is and how it can benefit a business how to use audience segmentation to boost your content marketing efforts some of the tools and systems available to help you segment your audience correctly.
Alex is a mechanic who owns a small garage. He’s also a keen blogger, and writes great posts about his passion: cars! He thought his blog would attract more car lovers to his garage, but so far his blog posts are not very popular and are rarely shared on social media.
He has researched how to improve the blog and now has a number of actions he can take, but is unsure which should come first. Can you help him by arranging the following actions in the correct order?
Lessons 3. Choosing the right format for your content
Key learnings Content is much more than just text on a screen. From entertaining GIFs to blog posts, whitepapers, and full-length videos, understanding which content format can make the most impact on your audience is critical. In this lesson, we'll explore:
popular online content formats the four main purposes for content marketing how to match different formats to your content goals
Jamie is part of the content marketing team for Fitstuff, a sports shop. The content he's producing needs to appeal to new customers, as well as provide extra value to existing customers.
Which of the following content would appeal best to both audiences?
Lessons 4. Writing for online audiences
Key learnings When it comes to writing for the web, there are key considerations to keep in mind which will help make online reading as enjoyable as possible. In this lesson, we'll explore:
how online audiences and offline audiences differ in the way they read content why it's important to adapt your writing style to an online audience tools and systems to help support writing copy for the web.
Josh, an interior designer, has decided to create blog posts and share them on social media to promote his new business. He’s made a list of all of the things he should remember when writing – however, not all points on his list are correct.
Can you help him identify the points that are correct on this list?
Lessons 5. Help your content be seen
Key learnings Once you've created content, knowing how to distribute and promote it online is key to getting the reaction that you want. In this lesson, we'll explore:
the channels available to promote and distribute content effectively how a content calendar can help you organize your content marketing activities
Lydia is a business student working for a hotel's marketing department for the summer. She’s responsible for creating and promoting content across the hotel's online channels.
What should she do, and in which order?
Lessons 6. Measuring your success in content marketing
Key learnings Knowing how well your content performs once it's published online will help you understand your audience, as well as provide you with insights as to how to improve campaigns in the future. In this lesson, we'll explore:
