Keystone College of Business and Technology

Module #1 Content Marketing Overview

1.1 What is Content Marketing?

1.2 Why Content Marketing?

1.3 Let's Talk! What About Your Organisation?

1.4 Content Marketing Opportunities

1.5 Legal and Ethical Best Practise

1.6 Content Categories

1.7 Content Formats

1.8 Content Marketing Funnel

1.9 Let's Do It! The Content Funnel Template

1.10 Content Brainstorm Case Study: CoSchedule

1.11 Let’s Do It! Content Brainstorming

1.12 Taking Advantage of Trends

Let's Review

Module #1 Quiz

Module #1 Conclusion

Module #2 Content Strategy

2.1 Why You Need a Content Marketing Strategy

2.2 Where Content Marketing Fits in an Organisation’s Strategy

2.3 Content Marketing Strategy

2.4 Audit Current Content Marketing Activities

2.5 Content Marketing Audit Example and Template

2.6 Determine Brand Identity

2.7 Brand Identity Canvas Example and Template

2.8 Components of a Content Strategy

2.9 Pillar Content Marketing Strategy Example and Template

2.10 Content Strategy Objectives

2.11 Conduct a SWOT Analysis

2.12 Target Audience

2.13 Audience Persona Canvas Example and Template

2.14 Core Content and Topic Clusters

2.15 Let’s Talk! Content Themes

2.16 The Four Cs of Content Strategy

2.17 Why Post Content Consistently?

2.18 Project Management Tools

2.19 Content Creation Tools

2.20 Let’s Do It! Creating Designs in Canva

2.21 Content Creation Case Study: Conversational

Let's Review

Module #2 Quiz

Module #2 Conclusion

Module #3 Imagery

3.1 Royalty-free Stock Images

3.2 Stock Image Websites

3.3 Photography

3.4 Editing Software

3.5 Canva: The Social Media Marketer’s Best Friend

3.6 Let’s Talk! Why Do You Need to Use Software?

3.7 Creating Infographics

3.8 Tips for Shareable Images

3.9 Let’s Do It! Back to Canva

3.10 Infographics Case Study: WordStream

3.11 Best Practice

Let's Review

Module #3 Quiz

Module #3 Conclusion

Module #4 Short-form Video

4.1 What is Short-form Video?

4.2 GIFs

4.3 GIF Creation Tools

4.4 How to Make a GIF from a Video

4.5 Let’s Talk! Types of Short-form Videos

4.6 TikTok

4.7 Create Your First TikTok

4.8 Reels

4.9 Reels Case Study: Louis Vuitton

4.10 YouTube Shorts

4.11 Content Ideas for Short-form Video

4.12 Let’s Do It! Create Your Own Short-Form Videos

4.13 Best Practice

Let's Review

Module #4 Quiz

Module #4 Conclusion

Module #5 Long-form Video

5.1 Why create Long-form Video?

5.2 Live Streaming

5.3 Let’s Talk! Live Streams

5.4 Video Production Stages

5.5 Recording with your Phone

5.6 Lights, Camera, Sound

5.7 Stock Videos

5.8 Video Editing

5.9 Canva’s Video Editor

5.10 Let’s Do It! Create a Video

5.11 Viral Video Case Study: Dove’s My Beauty, My Say

5.12 Video Best Practice

Let's Review

Module #5 Quiz

Module #5 Conclusion

Module #6 Audio Content

6.1 Podcasts

6.2 Podcast Creation Tools

6.3 Adding Podcasting to your Content Strategy

6.4 Podcast Case Study: The REWORK Podcast

6.5 Let’s Talk! Listening to Podcasts

6.6 Podcast Best Practice

6.7 Audiobooks and Audio Whitepapers

6.8 Written to Audio Content

6.9 Let's Do It! Podcast

Let's Review

Module #6 Quiz

Module #6 Conclusion

Module #7 Written Content

7.1 Blogging

7.2 Types of Blog Posts

7.3 Optimising for SEO

7.4 SEO Checklist

7.5 Let’s Talk! SEO Strategy

7.6 Best Practice

7.7 ebooks

7.8 ebook Creation Tools

7.9 Email Marketing

7.10 EDM Structure Template

7.11 Social Media Captions

7.12 How to Write Great Social Media Captions

7.13 Well-crafted Caption Case Study: LEGO

7.14 Let's Do it! Writing a Blog

Let's Review

Module #7 Quiz

Module #7 Conclusion

Module #8 Bringing It All Together

8.1 Combining Content Formats: Interactive Content

8.2 Combining Content Formats: Downloads

8.3 Repurposing Content: User-Generated Content

8.4 Repurposing Content: Going Viral

8.5 User-Generated Content Case Study: LUSH

8.6 Developing your Content Team

8.7 Let’s Talk! Bringing Your Strategy To Life

8.8 Outsourcing to Freelancers or Agencies

8.9 Content Brief Example and Template

8.10 Consultation and Feedback

8.11 Developing a Content Marketing Budget Example and Template

8.12 Developing A Content Calendar Example and Template

8.13 Social Media Management Software

8.14 Content Marketing Implementation

8.15 Action Plan Example and Template

8.16 Measuring the Success of your Content

8.17 Monthly KPIs Reporting Template

8.18 Let’s Do It! KPI Time

Let's Review

Module #8 Quiz

Module #8 Conclusion

NAT10904001 Plan, implement and manage content marketing – Feedback

Let's Assess – Assessment Task 1 - Built-in submission option (delete this lesson if using the integration option)

Let's Assess - Assessment Task 1 - Integration option (delete this lesson if using the built-in submission option)

NAT10904001 Assessment Task 1 Feedback

Let's Assess – Assessment Task 2 - Built-in submission option (delete this lesson if using the integration option)

Let's Assess - Assessment Task 2 - Integration option (delete this lesson if using the built-in submission option)

NAT10904001 Assessment Task 2 Feedback

NAT10904001 Plan, implement and manage content marketing – Conclusion