Content Audits & Inventories

Organizing for Content:
Staff and Organizational Models
Analyzing Content Needs

Measurement, Analytics & Goal-Setting

Content Tools & Technology

Converged Media:
Paid and Earned Media Integration

What Is Content Marketing?
An introduction to the course and course expectations. The position and importance of content in the digital marketing landscape.
The Three Three Types of Content Marketing

Content Scenarios 
PR
SEO
Live Events
Sales
Purchase funnel mapping
Customer Service
Listening and Responding
Final Project planning and assignments

Content Marketing vs. Content Strategy

Content Marketing Channels
Social and Owned Media, blogs, websites, video, forums, native advertising, etc.

Audience
Customer and Persona Development

Governance Documentation & Workflow
Editorial Calendars

Content Ideation, Planning and Portability:
Generating and fleshing out ideas; Repurposing and Reusing Content

Mapping Content to Channels and Audience

Final Project Presentations and Critiques

Final Project Presentations and Critiques

Content Maturity Models