Introduction to Digital Marketing

• Overview of digital marketing and its impact on modern businesses.
• Key components: SEO, content marketing, social media, email, and PPC.
• Understanding the buyer’s journey and how digital marketing fits into each stage.

Content Marketing Strategies

• Creating content that aligns with brand objectives and audience needs.
• Content types: blogs, videos, infographics, podcasts, and more.
• Developing a content calendar and using tools for content research and planning.
• Promoting content through various channels and measuring effectiveness.

Search Engine Optimization (SEO)

• Basics of on-page and off-page SEO.
• Conducting keyword research and optimizing for search intent.
• Using SEO tools (Ahrefs, SEMrush, Google Keyword Planner).
• Link building strategies and SEO content creation.

Social Media Marketing

• Building a social media strategy aligned with brand goals.
• Exploring major platforms (Facebook, Instagram, LinkedIn, Twitter, TikTok).
• Content creation, engagement techniques, and scheduling posts.
• Analyzing social media performance and adapting strategy.

Pay-Per-Click (PPC) Advertising

• Basics of PPC and setting up campaigns on Google Ads and social media.
• Keyword targeting, bidding strategies, and audience segmentation.
• Creating effective ad copies and designing landing pages.
• Analyzing and optimizing campaign performance with metrics.

Email Marketing Campaigns

• Building an email list and creating segmented campaigns.
• Email types: newsletters, promotions, and transactional emails.
• Crafting engaging email content with personalization.
• Measuring email performance (open rates, click-throughs, conversions).

Analytics and Performance Tracking

• Introduction to Google Analytics and tracking website performance.
• Understanding essential metrics (traffic, bounce rate, conversions).
• Setting up and analyzing conversion tracking.
• Using data to refine and improve digital marketing strategies.

Influencer and Affiliate Marketing

• Working with influencers and affiliates to expand reach.
• Finding the right influencers for a brand and managing partnerships.
• Understanding affiliate marketing basics and using affiliate networks.
• Tracking and measuring the impact of influencer and affiliate marketing.

Building and Managing Campaigns Across Channels

• Developing integrated campaigns using multiple digital channels.
• Setting KPIs and measuring success across different platforms.
• A/B testing for ad copy, email subjects, and landing pages.
• Best practices for budget allocation and campaign scaling.

Capstone Project: Developing a Full Digital Marketing Strategy

• Creating a multi-channel digital marketing plan for a real-world scenario.
• Conducting market and audience research, setting goals, and selecting channels.
• Implementing campaign elements and presenting the marketing strategy.
• Reviewing performance and making final optimizations.