Overview of the responsibilities of modern Digital Marketers and the trends shaping marketing today. See how marketing has evolved over the years, from billboards to data-driven digital campaigns. Identify the specializations within Digital Marketing, like e-mail, social media and search marketing, and how these components come together to build a brand presence.

Choose the most effective channels for your campaign based on your product, customer, and sales targets. Set measurable, meaningful goals using “SMART” objectives and measure your progress with key performance indicators.

Use data from your website, ad campaigns, and social platforms to better understand your customer. Create buyer personas and empathy maps that will be used to fine-tune your content and branding strategy. Learn how to outline the various stages of the buyer’s journey—and determine how to reach customers at every stage.

Learn the power of effective branding and the key factors that will make your message stick. Explore the components of a style guide and use it to guide your design and content decisions across all platforms. Write a creative brief that inspires the rest of the team and clearly communicates your strategy.

Craft a message and repurpose it for various platforms, including blog, email, and social media. Learn how the right kind of writing impacts SEO and improves search rankings. Conduct a competitive content audit and use the data to rank above the competition in search results. Build a content calendar and publish a search-optimized blog post on WordPress.