Module 1: Introduction to Content in Digital Marketing

Course Overview

Module 1: Introduction to Content in Digital Marketing

Lessons:

1. The Role of Content in Digital Marketing – Understand how content drives traffic, conversions, and overall marketing success. Learn the role of content in SEO, paid media, and the buyer’s journey.
2. Content Types and Purposes – Explore various content types (blogs, landing pages, product descriptions, ad copy) and their purposes in achieving marketing goals.
3. How Content Fits into the Buyer’s Journey – Learn how to map content to each funnel stage: TOFU (awareness), MOFU (consideration), and BOFU (decision), driving users through the funnel.
4. The Importance of Keywords and Ranking – Understand why ranking for keywords is critical for SEO, driving traffic, and improving conversions. Ranking on the first page of search engines leads to increased visibility, more traffic, and higher chances of conversion.
5. Content Refresh and Repurposing – Discover strategies for refreshing old content to maintain SEO value and repurposing content across platforms for greater reach and impact.
6. How Content Impacts Business Metrics – Learn how to measure the performance of content through metrics like organic traffic, conversions, and engagement. Understand how the success of content ties directly to business objectives like lead generation and sales.

Practical Assessment:

• Write content for each funnel stage (TOFU, MOFU, BOFU) and refresh an existing blog post, focusing on ranking keywords and tracking performance metrics.