Introduction to Critical Content Creation Strategies

Course Dates: Saturday November 20th 

Course Times: 9:00 A.M.- 5:00 P.M.

Certificate Hours: 7

Location: Online


*Registration will be available on October 5, 2021 at 12:00 pm CST

This is not an online self-paced course. You will learn about the concepts and strategies of Creative SEO, Content Marketing, Marketing Analytics, Growth Hacking, Audio Video, and Content Repurposing in a safe virtual live classroom through the digital conference application Zoom. We are limiting the size of the course up to 20 students for better engagement. This will allow us to bring the best to you in the current circumstances. UMSL Digital is aware of the global situation, which is why we are creating a safe learning environment for our students.

From search engines and social media to mainstream media publications and blogs, in this 1-day course, students will learn how to develop unique content from scratch and deploy creative approaches for digital marketing across multiple online media channels. Students will develop a strategic understanding of SEO, Content Marketing, Analytics and combine it with the latest Growth Hacking and Content Repurposing tactics, to create forward-thinking integrated marketing plans that can reach customers for any type of business. We will engage with 3 imaginary clients to provide you with hands-on training.


Topic Areas:

  1. Creative SEO & Content Marketing
  2. Marketing Analytics & Growth Hacking
  3. Audio Video & Content Repurposing

Course Outline:

  1. Creative SEO
    1. Users have information needs
    2. User information needs are expressed through keywords
    3. SEO strategies can tell us what keywords users are using to seek answers
  2. Content Marketing
    1. The goal of a creative digital marketer is to “be the best answer”
    2. General and specific information needs can be answered using text, images, sound, and vision
    3. User information needs to evolve with every answer they find
  3. Marketing Analytics
    1. Search engines can tell us what they asked and social media can tell us who they are, but no platform can tell us whether the user found the right answer
    2. Marketing analytics strategies can help identify what we need to improve in order to “be the best answer”
    3. Marketing analytics can help us structure information in a way that’s better for the learning style of the user
  4. Growth Hacking
    1. The goal of a growth hacker is to “find more customers” by working out how to deliver old answers in new ways
    2. Regardless of what platform is popular, user information needs do not fundamentally change, which means the best answer for search engines, just needs to be adapted for other platforms
    3. As every platform has different and unique popularity algorithms, so by definition, what it takes to “be the best answer” changes such that the growth hacker must identify ways to take advantage of new engagement criteria
  5. Audio Video
    1. The types of audio and video content you can produce change depending on what platform you are targeting
    2. Creating audio-video content can be cheaper than targeting users through digital advertising 
  6. Content Repurposing
    1. The goal of content repurposing is to increase reach while cutting costs
    2. Critical thinking about information needs, search keywords, and social media engagement makes it possible to lower production costs while reaching more people through a cross-platform distribution plan

Fake Client Campaigns for Assignments:

  • Marmite
  • Bovril
  • Vegemite

*Registration will be available on October 5, 2021

*Note: Curriculum is subject to change from description based on market needs
*Enrollment closes at 5 PM on Thursday, November 19th, 2021.