Blog and content marketing is the foundation of a social media marketing strategy. In this unit, students are provided a complete overview of digital marketing and content marketing, including insight into each of the mainstream and niche social media networks. From there, the key blog and content marketing opportunities are analysed in relation to a specific organisation. Student's then learn how to develop a blog and content marketing strategy, which includes conducting an organisation's marketing audit, developing the brand identity, analysing the target audience segments, developing a content strategy that will appeal directly to the target audience, managing the resources involved in the strategy. Once complete, student's will then learn how to launch the strategy into market utlising content marketing tools and management systems.

Course Curriculum

  • 1

    SMMBCM501A Introduction

    • Welcome to The Diploma of Social Media Marketing

    • Course Overview
  • 2

    Chapter 1. Introduction to Blog and Content Marketing

    • 1.1 The Social Media Landscape

    • 1.2 Social Media Usage in Australia

    • 1.3 Overview of the Social Media Networks

    • 1.4 Social Media Marketing Resources
  • 3

    Chapter 2. Introduction to Digital & Social Media Marketing

    • 2.1 Introduction to Digital & Social Media Marketing

    • 2.2 Resource - Digital Marketing for Beginners

    • 2.3 Digital Marketing Channels

    • 2.4 What is Content Marketing

    • 2.5 The Content Marketing Process

    • 2.6 Content Marketing Opportunities

    • 2.7 Content Marketing Constraints

    • 2.8 Legal and Ethical Requirements

    • 2.9 Blog & Content Marketing Trends
  • 4

    Assessment Task 1

    • Assessment Task 1 - Knowledge Test Instructions
  • 5

    Chapter 3. Develop a Content Marketing Strategy and Implementation Plan

    • 3.1 Introduction to Content Marketing Strategy

    • 3.2 Defining Objectives

    • 3.3 Completing a SWOT Analysis

    • 3.4 Conducting a Content & SEO Audit

    • 3.5 Developing Buyer Personas

    • 3.6 Generating Content Topics

    • 3.7 Defining the Content Strategy

    • 3.8 Developing a Content Editorial Calendar

    • 3.9 Allocating Resources

    • 3.10 Setting Key Performance Indicators

    • 3.11 Developing a Content Marketing Budget

    • 3.12 Content Marketing Strategy Template
  • 6

    Chapter 4. Creating Content

    • 4.1 Introduction to Content Creation

    • 4.2 Establishing your Brand Identity

    • 4.3 Writing a Content Brief

    • 4.4 Sourcing and Hiring Resources

    • 4.5 Managing the Project

    • 4.6 Creating Great Content

    • 4.7 Optimising Content for SEO

    • 4.8 Reviewing & Approving the Content

    • 4.9 Publishing the Content

    • 4.10 Content Marketing Review
  • 7

    Assessment Task 2

    • Assessment Task 2 - Instructions
  • 8

    Assessment Task 3

    • Assessment Task 3 - Knowledge Test Instructions
  • 9

    Assessment Task 4

    • Assessment Task 4 - Instructions

About the instructor

Trainer

Despina Karatzias

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