Strategic Content Planning

Strategic Content Planning
9 Weeks | $595 | Online

The key to attaining a leadership role as Content Strategist involves understanding industry best practices, facilitating strategy amongst various disciplines on your team at your company, and governing all content to ensure it achieves necessary business goals and objectives. This online course explores the rapidly changing content marketing world. Students will learn how to build a real-world content strategy and a plan to execute it. You will leave this course not just with theory, but content marketing knowledge that will be directly applicable in your next marketing role.

Goals: The goal of this course is for you, the student, to learn how to navigate the many content channels to create a robust strategy to generate traffic, leads and sales for your organization. You will leave this course with a firm understanding of the marketing funnel and how to write content that converts at each stage and a better ability to collaborate with colleagues.


What You Will Learn:

• The difference between content strategy and content marketing.
• How to understand the stages of a funnel
• How to write descriptive copy that provides value to a niche.
• Learn channel-specific knowledge (blog, email, social etc.) that will help you create the most impactful content for your organization
• How to think about your ideal customers and buyer personas
• Through applying your knowledge of funnel stage and Ideal Customer Profile, you, the student, will build your own content plan
• Learn how to track and understand ROI of content marketing
• Document your journey and corresponding outcomes (results or learnings) in a final presentation, this includes your SMART Goals, audience research, marketing funnels, content calendar and promotion

Quarters Offered: Winter, Summer | Online
Course Fee: $595
Prerequisite: none
Materials: Laptop and mobile phone required. 
Note: Required course for Content Marketing professional certificate. 
Contact: For more information about this course, please email ahl@ucsd.edu.

Course Number: ART-40713
Credit: 3.00 unit(s)
Related Certificate Programs: Content Marketing

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1/9/2024 - 3/10/2024

$595

Online

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• SECTION ID:

  177444

• CLASS TYPE:

  Online Asynchronous.
  
  This course is entirely web-based and to be completed asynchronously between the published course start and end dates. Synchronous attendance is NOT required.
  You will have access to your online course on the published start date OR 1 business day after your enrollment is confirmed if you enroll on or after the published start date.

• INSTRUCTOR:

  Ragab, Soha

  Soha Ragab teaches at UCSD Extended Studies. She has several years of experience teaching MBA Core classes at Park University and University of the People in marketing, leadership, and entrepreneurship. She has a Doctorate in Business Administration from Walden University, and an MBA from Keller Graduate School of Management and she earned the Entrepreneurship and Innovation Certificate from Wharton University. Her areas of expertise include marketing management, digital marketing, entrepreneurship, leadership, and organizational behavior.

• TEXTBOOKS:

  REQUIRED

  Epic Content Marketing, Second Edition: Break through the Clutter with a Different Story, Get the Most Out of Your Content, and Build a Community in Web3 2nd
  by Pulizzi, Joe and Piper, Brian
  ISBN / ASIN: 9781264774456

  You may purchase textbooks via the UC San Diego Bookstore.

• POLICIES:

  Early enrollment advised.
  No refunds after: 1/13/2024.
  1st no meeting date: 1/15/2024.
  2nd no meeting date: 2/19/2024.
  

• NOTE:

  This is an Online Asynchronous course. All instruction and course materials delivered and completed online between the published course start and end dates. You will have access to your course on the published start date OR 1 business day after your enrollment is confirmed, if you enroll on or after the published start date. To login to your course, go to your MyExtension account, select My Courses, select this course and then click the link that appears under Online Provider.

• DATE & LOCATION:

  1/9/2024 - 3/10/2024
  extensioncanvas.ucsd.edu
  You will have access to your course materials on the published start date OR 1 business day after your enrollment is confirmed if you enroll on or after the published start date.