You have a website, but why will your customers want to come back or buy something or take action? Do you really know who you are selling to? Do you know what you want to say to them? Do you know how you want to say it? 

Discover ways to identify who your ideal audience is. Learn how to create content that is engaging and purposeful. Find out what you want to say to them. Explore where you want to say it. And finally, find out how you want to say it. 

In one month, you will be better equipped to create your own content marketing strategy and create a content-rich website that exceeds the needs of your visitors. 

One month course, Michael Weiss, instructor

 
outlineCourse Outline

Unit 1 
Knowing Who You  Really Are Targeting
-Identify Audience Types
-Develop Different Personas
-Specify Buying and Selling Cycles – How your audience buys vs. How you sell

Unit 2 
Choosing What To Say
-Learn how to perform a Content Inventory for your website(s)
-Create Pillars of Content – your main topics
-Filling Gaps – Figuring out what content you can use and what new content needs to be created.

Unit 3 
How Do You Want To Say It and Where Are The Best Places
-Choosing content types 
-Figuring on where your audiences are and where you should be.

Unit 4 
How To Measure If Your Strategy Is Working
-Setting up systems to watch audience behavior
-Setting goals and using analytic tools to measure and judge your success.


Question MarkAbout online learning

Online learning is a fun, enjoyable and very productive way to learn. Millions of people are learning online each year. You will engage with the instructor and other participants. You will get to know your instructor and other participants. You may make friends. It’s easy. It’s fun.

GearsHow the Course Works

It is easy to participate in your online course. After you register, you will be given a web address to go to get into your online classroom. You will have a password and use your email address and password to gain access.

Once inside the online classroom, here’s what you can expect.

CalendarParticipate when you want

You can participate any time of day or evening. The online classroom is open 24 hours a day, 7 days a week.
There are no live real-time requirements or meetings. You decide when you participate.
For the best learning, participants should log into the course on 2-3 different days of the week.

ChecklistWhat you will do

For each Unit, you will:

  • Read the print readings (about 20 pages a week)
  • Have the option of accessing the online readings
  • Listen to the audio presentation for the Unit and view the slides
  • Have the option of taking a self-quiz to see how much you have learned
  • Engage in written online discussion with your instructor and other participants

For best learning, you should make one or more comments at 2-3 different times each week.
The content (readings, audio lectures, slides) and self quizzes are accessible for the entire course, so you can work ahead, or go back and review again, at your convenience.

DiscussionDiscussion

The Discussion for each Unit lasts one week. All comments are made in writing and can be made at any time of the day or night.

Your instructor will log into the Discussion area at least once a day and answer questions, make comments, and respond to comments by you and the other participants.

We encourage you to make 2-3 comments each week to maximize your learning and enjoyment of the course.

It’s easy. It’s fun.

Next offering(s):

Advanced Inbound Marketing
November 4 - 29

Content Marketing
October 7 - November 1

Introduction to Inbound Marketing
September 3 - 27

$495.00 USD
$195 USD

Ave. hours 16, 1.6 CEUs/ILUs

About Your Instructor

As Managing Director of Figure18, Michael Weiss is a leader in the web marketing and development industry. He is a veteran speaker, consultant, client advocate, and sales executive. For over 14 years, he was CEO of imagistic, an award-winning Web agency in southern California.  

Weiss has signed many world-renowned clients for imagistic, including ACLU, Christopher and Dana Reeve Foundation, GE Private Asset Management, Estee Lauder, Technicolor, Walden Media, and Hollywood.com.

With his more than 20 years in the industry, he offers extensive experience conducting and leading sessions for such prestigious organizations as the Non Profit Technology Network, FS/TEC, Boston University, the Center for Nonprofit Management, Network For Good, and Pepperdine University.

What some students say:
 
"I really like this course material and the resources Michael included. Also, appreciated his feedback and opinions based on his experience. Thanks." - Anonymous

Directional ArrowsCourse Objectives
  • To provide you with a content plan to identify audiences and serve up the most relevant content
  • To examine your current content inventory and see where you may need to beef up some areas and create new content
  • To address the need to have to be on Facebook, Twitter and other social networks. They may not be the answer for your brand and/or your audiences
  • To gain a basic understanding of Analytic tools such as Google Analytics and how to use them to better serve your website and your audience

Puzzle PiecesCourse Outcomes

Upon successful completion of the course, you will:

  • Understand who they are targeting and why.
  • Have a content plan in place that will engage, inspire and educate their audiences.
  • Know which social networks are the best for their brand and their audiences.
  • Have the ability to figure out what kind of content works for each audience type.
  • Walk away with an actionable Content Marketing Strategy.
Completion Requirements