Digital Marketing Masterclass
Faculty
Andy Crestodina
Co-founder and CMO at Orbit Media
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Content. It’s why they visit and why they convert (or don’t). Content is part of every step in your funnel.
From the first keyphrase to the final conversion, this masterclass connects every dot.
Your content and your website are a bridge between a Google search results page and your website’s thank you page. Here is the complete approach to making that bridge a fast-flowing highway of continuous demand.
Andy will walk through each step in the process for driving B2B leads with content marketing, from first action to final outcome.
- Who are we talking to? Why do they care?
- What are the two types of keyphrases? What pages target which type?
- How do you build links, authority and ranking potential?
- What do we publish? And how will it be promoted?
- What topics, formats and collaborators support lead generation?
We'll analyse the birth of a lead, deconstructing each page in the process and each stage in the funnel. You'll learn how to strengthen each stage in the funnel, from the high-ranking blog post to the thank you page after the thank you page.
Learning highlights
- Acquire the skills to plan, execute and measure a successful content marketing programme, built on the foundation of a solid strategy.
- Create a content strategy that aligns content with the information needs of your audience
- Research keyphrases and create high ranking pages
- Find, connect and collaborate with relevant influencers
- Create awareness and loyalty through email subscribers and social followers
- Measure and optimise for better traffic and more conversions
- Create a durable source of qualified traffic, leads and sales
Course outline
4 classes
Session 1
Search Ranking Factors: Authority and Relevance
From research to rankings, we’re going straight at the heart of search search engine optimisation. This class focuses on the the fundamentals of search.
- What are the search ranking factors? Which are the most important?
- Why do some pages rank while others don’t?
- Which SEO tools are then most useful?
Search Engine Optimisation: Content,
Links and Relationships
Work within the key factors in search to create content and relationships that lead to traffic. Now we’ll examine the specific actions that
drive rankings
- Pick Your Battles: Find the phrases you can win for through keyphrase research
- Relevance and Intent: Use keywords in ways that show you’re the real thing
- Target Topics not phrases: Go beyond the keyphrase and leverage semantics
Influencer Marketing Fundamentals: Networking, Collaboration and PR
Influencer marketing, blogger relations and digital PR are all build on the same foundation: collaboration. In this class, you’ll learn to use social media to grow your reach and rankings
- Find the 1% of internet users that make the biggest difference in your marketing
- Build relationships that create content opportunities
- Collaborate with your sales prospects and referral partners
Course materials
Books
Prerequisites
This course is one of three in a wholistic series.
Students that have already taken MSL-111 and those with prior experience with HTML, CSS, and Javascript building simple web pages will be good candidates for this module.
Andy Crestodina is a Co-founder and Chief Marketing Officer of Orbit Media, an award-winning 38-person digital agency in Chicago.Over the past 18 years, Andy has provided digital marketing advice to 1000+ businesses. He speaks at national marketing conferences, writes for big marketing blogs and hosts a little marketing podcast.Andy has written hundreds of articles on content strategy, search engine optimisation, influencer marketing, conversion and Analytics.- Top 10 Online Marketing Experts to Watch, Forbes- Top 50 Marketing Influencer, Entrepreneur Magazine- Top 25 Content Marketers, Express Writers/Buzzsumo- Top 100 Digital Marketers, Brand 24- Top 50 Content Marketing Influencers to Follow, OutbrainHe is also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
See full profileApply for this course
Digital Marketing Masterclass
by Andy Crestodina
Total hours
30 Hours
Dates
May 20 - May 31, 2019
Fee for single course
€1000
Fee for degree students
€500
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.