The program focuses on designing and evaluating a content strategy. It covers process structuring, writing, and performance measurement.
Language of course:
English
Format of the event:
Video lectures
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Course overview
Description generated based on course syllabus and open data.
The material covers methods for building a content strategy end‑to‑end: from goals and audience to planning, copywriting, metrics, and developing a professional profile through content.
Who content marketing strategy suits and when content strategy is not a fit
Suitable for (content marketing)
- Teams and specialists who need a clear methodology for a content plan.
- Owners of B2B/B2C/eCommerce projects aligning content with business goals.
- Copywriters and editors working within a strategic framework.
- Analysts and SMM/SEO roles focused on measuring content performance.
Not suitable for (content strategy)
- Those expecting quick outcomes without audience research and testing.
- Projects where content has no role in communications or measurement is not planned.
- Cases requiring only technical SEO without editorial work.
Problems → outcomes in content marketing
- Problem: content without goals and KPIs. Outcome: clear objectives, metrics, and reporting on conversions and engagement.
- Problem: random topics and formats. Outcome: a content plan, funnel‑based prioritization, and a publication calendar.
- Problem: weak copy. Outcome: strategic copywriting: briefs, structure, and contextual CTAs.
- Problem: no performance assessment. Outcome: analytics: attribution, qualitative and quantitative indicators, A/B tests.
- Problem: low recognition. Outcome: consistent tone of voice, expert presence, and relevant placements.
Comparison with content strategy alternatives
- Sporadic posting: quick start without system → strategy ensures consistency and relevance.
- Ads only: reach without deep engagement → content marketing conveys value and expertise.
- SEO only: traffic without messaging → content strategy integrates search, social, and editorial policy.
- Random blogging: no link to objectives → strategy aligns topics to funnel stages.
Outcomes after studying content marketing strategy
- Ability to design a content strategy: audience research, positioning, topic mapping.
- Editorial operations: briefs, taxonomies, quality standards, content calendar.
- Strategic copywriting: structure, argumentation, and goal alignment.
- Content analytics: metric selection, dashboards, interpretation, and iteration.
- Professional profile: publication portfolio, expert formats, and ethical communication.
Course Description
In this course, you will learn the core strategies content marketers use to acquire and retain customers profitably. Accordingly, you will learn how to develop, organize, and implement a content marketing strategy, analyze and influence the effectiveness of content marketing, obtain shared copy, use a strategic framework while writing, and build your professional design and recognition through.
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