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SUMMARY:Content Marketing and Automation
DESCRIPTION: \n\n_This can be taken as part of the Digital Marketing Certif
 icate\n[/academics/executive/certificate-programs/digital-marketing-certif
 icate]\,\nor it can be taken as a stand-alone course._\n\nThis course equi
 ps students with a foundational understanding of the\n“inbound marketing
 ” methodology and how to efficiently plan a\ncontent marketing strategy.
  At the core of the content marketing\ndiscipline is knowing how to create
  the right message for the right\nperson at the right time\, thereby perfe
 ctly calibrating your\ncompany’s marketing messages to key audience pers
 onas in such a way\nthat it builds trust\, educates and ultimately helps t
 he consumer to be\na smarter\, savvier and more confident buyer. This is i
 n direct\ncontrast to more traditional “interruptive” marketing techni
 ques\nthat put the marketer’s needs and agenda ahead of the target\ncons
 umers.\n\nTOPICS COVERED INCLUDE:\n\n * Inbound marketing how it has revol
 utionized the way marketing is\ndone\n * How to calibrate content to the d
 ifferent stages of the buyer’s\njourney\n * Researching content ideas an
 d building optimally performing\ncontent assets\n * Best practices for con
 tent distribution through paid\, earned and\nowned channels\n * Core conce
 pts of email marketing and best practices for\ninbox’ing and improving o
 pen rate\n * Overview of how to setup email marketing segments\, drip sequ
 ences\n * Keyword research and content ideation tools\n * How to map keywo
 rds to the buyers journey\n * The role of blogger outreach and how to exec
 ute a blogger outreach\nstrategy\n\nCOURSE MEETINGS TIMES\n\n * Wednesday\
 , July 6\, 6–8 p.m. (in person)\n * Wednesday\, July 13\, 6–7:30 p.m. 
 (online)\n * Wednesday\, July 20\, 6–7:30 p.m. (online)\n * Wednesday\, 
 July 27\, 6–7:30 p.m. (online)\n\n 
DTSTART:20220706T220000Z
DTEND:20220707T000000Z
LOCATION:Gerri C. LeBow Hall\, 3220 Market Street\, Philadelphia\, PA 19104
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