2875B - Digital Communications Strategy: Content Marketing and Distribution

Course Description

Ready to apply a strategic and measurable approach to your content marketing? This micro course teaches you how to decide which content marketing formats — written blogs, vlogs, or podcasts — best serve the needs of your target audience, and how to plan and build a content calendar. To ensure your stories reach their intended audience, you’ll learn the basics of search engine optimization (SEO) and current best practices for distributing content across paid, earned, shared, and owned media channels (PESO Model). By the end of this micro course, you’ll be able to determine which content marketing performs the best for specific audiences and identify actionable insights from basic metrics.

Within 4-6 weeks of successfully completing this course, you will receive your micro-credential indicating achievement of the outlined learning outcomes and competencies/skills. Micro-credentials are tamper proof, verifiable, blockchain-based and 100% digital. They can be shared on social media, including LinkedIn and Facebook, embedded in websites or downloaded as PDFs.

Learning Outcomes

By the end of this micro course, you'll be able to:

• Assess different content marketing formats: written, video, audio
• Build a content calendar
• Apply on-page and off-page Search Engine Optimization (SEO)
• Categorize distribution tactics according to the PESO Model (Paid, Earned, Shared, Owned)
• Analyze basic metrics to assess your website and social media performance
• Assess how Generative AI tools can complement keyword research, calendar building, content creation and on/off-page SEO

Competencies/skills developed in this micro course include:

• Calendar Planning
• Content Distribution
• Search Engine Optimization
• Video Storytelling
• Data Analysis
• AI Research

Notes

This course may be applied towards the SCS Certificate(s) in

• Digital Strategy & Communications Management : Micro Set 2875, micro set 2875 option 2, micro set 2875 option 3
• Marketing : electives option 2, elective option 3
• Marketing - Advanced : Micro Set 2875
• Strategic Public Relations : Micro Set 2875