Becoming an educator
A few weeks ago a friend and I decided to stop being passive listeners and try our hand at being online educators. Rather than get behind closed doors to create the master plan we thought to journey itself may be of value to someone out there.
Our first course
Rob and I are both in the business of delivering user value through the creation of digital assets. Rob makes films and videos. I build and promote websites. Whilst our skill sets are markedly different we both still operate within the world of marketing. With this in mind we decided that our first course is going to provide a light tough education on digital marketing.
What will our students learn?
Learn how to take a business model, translate it into a marketing message, create value-led content, use digital channels to distribute and amplify the message.
You will come away with the skills to run PPC search and Facebook campaigns, how to use email in a variety of ways, and how to effectively analyse campaign results.
It is a big step from a lovely succinct sales pitch to a curriculum that delivers true value. Below is our first stab at the detail.
Module 1 Marketing Fundamentals
This first module will set you up to start dealing with real world tasks. How to translate a company business model into clear and actionable marketing objectives. You will deal with audiences, objectives, KPIs, and agile road mapping.
Module 2 Content Marketing
Content is King! In this module you will learn how to use content to market your product offering. You will cover how to create content, match content with your chosen audience, how to measure if it worked, and explore the many distribution channels available at the click of a button.
Module 3 Social Media Marketing
The hype is real but social media is not a turn-key solution for marketers. This module will introduce you to the social channels that work, how to use each channel correctly, and why content is so important to delivering impressive ROI.
Module 4 Social Media Advertising (with Facebook)
Sometimes you may need to put your hand in your wallet to jump a march on the queue to your audience. You will learn when it is right to use paid for advertising in social channels, what audiences you can reach, and how to ensure your are enjoying a positive ROI. We will show you the nuts and bolts of the ever evolving Facebook ad platform, leaving you with the ability to plan, set up, and then run your first campaign.
Module 5 Search Engine Optimisation (SEO)
Nearly every answer can be found on Google so it make sense that the majority of your audience use it every day. You will learn how to optimise your place in the search listings using well trodden techniques normally hidden behind agency consultancy fees. You will come away being able to audit search rankings, develop effective keywords lists, comment on website design and UX, and provide actionable recommendations.
Module 6 Search Engine Marketing (with Google AdWords)
Paying for displaying can be a complex affair but one that this module looks to demystify. You will learn why SERPS are so important and then how to create, put live, and then optimise ROI-driven paid for search campaigns.
Module 7 Display Advertising
Learn how to harness the power of display advertising, especially those using mobile video. You will learn how it is bought, how you can optimise it, and how to fits into your marketing mix.
Module 8 Email Marketing
Email is the king of converting hot leads into customers. But it is also the most powerful retention tool you have in your armoury. You will learn about the different email types, how to set them up, and how to measure campaign success.
Module 9 Measure and Optimising (with Google Analytics)
Track, track, and track again. You will learn how to use the very powerful Google Analytics tool to assess the success of your various campaign efforts. Tracking is only half the battle so you will learn how to translate the data the tools are presenting to you.
We are diving straight into creating the lessons for Module 1.