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Creating Your Digital Marketing Strategy
Curriculum
6 Sections
29 Lessons
10 Weeks
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Chapter 1: Developing Your Overall Digital Strategy
5
1.1
Understanding the Components of a Digital Marketing Strategy
10 mins
1.2
Communicating Your Mission
10 mins
1.3
Establishing Your Goals
10 mins
1.4
Expanding Your Corporate Mindset
10 mins
1.5
Dipping into User Design and Habits
10 mins
Chapter 2: Grabbing Your Customer’s Attention
3
2.1
Focusing on Attention
10 mins
2.2
Making Your Content Easy to Consume
10 mins
2.3
Deploying Interactive Content
10 mins
Chapter 3: Discovering Your Business Model and Brand
7
3.1
Separating Your Business Model from Your Brand
10 mins
3.2
Analyzing Your Business Model
10 mins
3.3
Discovering Your Brand
10 mins
3.4
Positioning Your Brand
10 mins
3.5
Solidifying the Look of the Brand
10 mins
3.6
Developing Success Measures for Your Brand
10 mins
3.7
Producing Engaging Branded Content
10 mins
Chapter 4: Deciding which Marketing Campaign to Create
6
4.1
Establishing Marketing Objectives
10 mins
4.2
Defining a Digital Marketing Campaign
10 mins
4.3
Understanding the Three Major Types of Campaigns
10 mins
4.4
Balancing Your Marketing Campaign Calendar
10 mins
4.5
Choosing the Campaign You Need Now
10 mins
4.6
Viewing Your Digital Marketing through the Campaign Lens
10 mins
Chapter 5: Crafting Offers That Sell
5
5.1
Offering Value in Advance
10 mins
5.2
Designing an Ungated Offer
10 mins
5.3
Designing a Gated Offer
10 mins
5.4
Designing Deep-Discount Offers
10 mins
5.5
Maximizing Profit
10 mins
Chapter 6: Planning B2B Campaign Success
3
6.1
Setting Key Performance Indicators
10 mins
6.2
Testing Your Campaigns
10 mins
6.3
Knowing You Aren’t Wasting Money
10 mins
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