digital marketing framework - webgrowth · the digital marketing framework course consists of a...

DIGITAL MARKETING FRAMEWORK Student handbook

Student handbookOver the next 8 weeks, you’ll learn how to use content to generate leads and build traction for your client. Students will understand how a user’s journey is influenced by content and it’s importance within the conversion funnel.

At the end of the course, you will be able put together a detailed, real-world marketing brief that will contain details about planning, running and measuring a campaign. You will also learn the nuances to how to structure content to get the best performance out of it.

R1000 Once off

Building traction‣ Performance formula ‣ Micro moments in traction ‣ Agile approach

Research

Content Optimisation

Content Promotion

‣ Understanding social interest ‣ Reaching new audiences

‣ Search intent ‣ Social interest ‣ Website architecture

‣ Key Performance Indicators ‣ Facebook, Google, Email

Reporting‣ Revisit objectives ‣ Key metrics to measure performance ‣ Tools for the job

We cover the following digital marketing pressure points

Week 5‣ Introduction to content promotion ‣ Paid search - Adwords ‣ Social media - Facebook

Week 6

Week 6

Week 8

‣ Introduction to the traction model ‣ Short-term strategies ‣ Long-term strategies

‣ Introduction to marketing automation

‣ Best practices guide ‣ Tools WG uses

‣ Introduction to reporting ‣ Performance formula ‣ Google tools ‣ UTM tracking

Week 1‣ Introduction to the WG framework ‣ Business objectives ‣ Metrics and KPI’s ‣ Introduction into WB performance

formula

Week 2

Week 3

Week 4

‣ Keyword research ‣ Competitor research ‣ Content research ‣ Content pillar methodology

‣ Website architecture ‣ Duplicate content ‣ Domain authority ‣ URL structure & deep linking

‣ Introduction to content optimisation ‣ On-site SEO ‣ On-site Social media ‣ Landing page vs article optimisation

Syllabus

Course structureThe Digital Marketing Framework course consists of a series videos, divided into modules which span over an 8 week period. Each of those modules consists of videos, quizzes, slideshows and opinion pieces.

» Videos & Slideshows Introduce new concepts and allow you to see them in action through images and screencasts. We walk you through new skills like setting up a paid campaign, designing a landing page and using website analytics.

» Quizzes Make sure that you’re remembering all of the important stuff. Plus, we’ve packed the review guides with loads of further readings. For those of you who want to go above and beyond, we’ve provided resources for you to learn skills well beyond this class.

» Blogging Once you’ve grasped the foundational thinking of our framework and learned the skills taught in each lesson, you’ll get to apply them in a real-world scenario using the Webgrowth blog. We accept blog contributions after you’ve completed the 4th week. Students will earn points for every blog post that get’s approved by the WG team.

» Badges (launching soon) Your activities throughout the duration of the course will earn you badges. Every activity has it’s own weighting. The power of badges will be felt mostly by freelancers and in-house digital marketers wanting to get ahead in their careers, they can use their WG accomplishments to land their next big job or freelance project.

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