This course introduces content marketing as a strategic approach for attracting and retaining customers through valuable, relevant, and consistent content. Learners explore key concepts, definitions, and metrics while examining how content supports customers at different stages of the sales funnel and helps build brand awareness and credibility.
Module 1: Introduction to Content Marketing
Introduces the core principles of content marketing, including definitions, purpose, and its role in modern digital strategy.
Module 2: Understanding Audience and Value-Driven Content
Focuses on identifying target audiences and creating relevant, engaging content that meets customer needs and interests.
Module 3: Content Across the Sales Funnel
Explores how different types of content support customers at each stage of the sales funnel—from awareness to decision-making.
Module 4: Content Strategy and Brand Building
Examines how consistent content creation strengthens brand awareness, trust, and long-term customer engagement.
Module 5: Measuring Content Marketing Success
Introduces key performance metrics and tools used to evaluate content effectiveness, engagement, and overall marketing impact.
By the end of this course, learners will be able to:
Explain the role of content marketing within a broader marketing strategy
Define key content marketing concepts, terminology, and metrics
Identify how content supports different stages of the sales funnel
Tailor content to meet the needs of specific target audiences
Use content to build brand awareness and trust
Evaluate content effectiveness using basic performance measures
Certificate of completion
This class is an independent-study course. Students will have all the resources needed to successfully complete the course within the online material. A student helpdesk is available for technical support during the course enrollment.