Description: 

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 you own content marketing strategy and create a content-rich website that exceeds the needs of you visitors.

One-month course; Michael Weiss, Instructor.

Class Details:

Course 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

Course Outcomes
 At the end of successfully completing 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.

Course 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

About 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. 

How 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.

Participate 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.

What you will do

1. In the online classroom, listen to audio lectures, view slides, even take an optional quiz to test yourself.
2. Then post comments in the online discussion with your fellow participants and the instructor.  Your instructor logs on at least once a day to answer questions and join in on the discussion.

3. Readings are assigned for each day from the textbooks provided at registration.

4. Participate any time of day or night. The ideal is to go online 2-3 times a day since they are week-long courses, but you decide.

Discussion

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.

Technical Requirements

• Internet access with Internet Explorer; Firefox Mozilla; or Safari web browser.
• Audio software such as Windows Media, Real, or Flash.
• Speakers to listen to audio.

About the Instructor

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.

Tuition:

$195

Who Should Attend:

 Those that are looking to get the most out of their website, enhance content and learn how to keep visitors coming back to purchase or take action.

Schedule:

3/4/2013 - 3/29/2013
(Late Registration Deadline 3/8/2013)

Location:

Online