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
Attendees of this module will experience an immersive dive into the most effective tactics in content marketing. We’ll begin with the high level strategies and move quickly into the specific actions that generate demand with digital marketing. Attendees will complete the module with a strong, practical understanding of how to rank high, attract visitors and convert them into customers.
Recommended for anyone interested in growing a profitable audience online.
Learning highlights
- Understand the high-level concepts of content marketing
- Learn to create a basic content marketing strategy
- Leverage search engine optimisation to rank and attract visitors organically
- Learn best practices for creating and promoting digital content
- Use human psychology to get visitors to take profitable actions
- Measure the impact of each action using Google Analytics
Course outline
5 classes
Content Strategy
• The how and why of content marketing
- Content vs. Advertising
- Traffic sources
- Visitors, keyphrases, pages and actions
- How leads are born
• Document your content marketing mission
• Understanding your audience: From Questions to Conversions
Search Engine Optimisation Basics
• How search works
- Robots
- Search Ranking Factors: authority and relevance
- Keyphrase research
• Search volume and trends
- Primary and secondary keyphrases
- Indicating relevance:
On-page
• SEO
• Targeting topics: Semantic SEO
Writing for the Web
• Finding topics that attract an audience
• Getting opened, clicked and shared
- Structure and Formats
- Writing tips
• Collaboration, networking and outreach
Google Analytics
• Setup and configuration
• Reporting vs. Analysis
• Data-Driven insights and actions
• Finding search optimisation opportunities
• Collaborating within Analytics
Websites, Conversion and Ongoing
• Optimisation
• Audience, Answers and Action
• Neuromarketing and Social Proof
• Conversion optimisation and content
• Advanced Content Marketing
• Interconnected “content hubs”
• Repurposing, reuse and syndication
• Automation, delegation and leverage
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
15 Hours
Dates
Mar 13 - Mar 17, 2017
Fee for single course
€500
Fee for degree students
€250
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.