The video lessons cover the following main topics or modules:
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Search Engine Optimization
The module of the university course on SEO (Search Engine Optimization) focuses on analyzing competition on Google and strategies to gain greater visibility within the search engine. The topics covered include understanding the visibility space offered by Google, the different forms of search results (SERPs), Google's user experience (UX), and the different types of searches performed by users.
Furthermore, the course delves into the importance of keyword research as a strategic activity to identify the most relevant words and phrases for ranking in search results. Techniques for conducting effective keyword research and how to use this information to optimize one's content are explained.
The module also focuses on the technical and content ranking factors that influence search engine rankings. Both on-page factors (such as content optimization, keyword usage, website structure) and off-page factors (such as backlinks and domain authority) are covered.
In summary, the SEO module of the university course provides students with a comprehensive overview of the strategies and practices necessary to compete and gain visibility on search engines, focusing on key aspects such as understanding SERPs, keyword research, and technical and content ranking factors both on-page and off-page.
The module of the university course on social media management focuses on the fundamentals of managing a marketing campaign on social networks, covering various phases of the process. Initially, the foundations of planning a social media campaign are explained, including audience targeting strategies, competitive analysis, and identification of marketing objectives.
Subsequently, the module delves into the concept of an editorial plan, teaching students how to create relevant and engaging content for different social networks. Best practices for creating posts, using images, videos, persuasive texts, and storytelling to capture the audience's attention are illustrated.
Next, the course vertically analyzes the main social networks, exploring their history, audience, formats, and visibility opportunities offered by each platform. The use of Facebook, Instagram, Twitter, LinkedIn, YouTube, and other relevant social networks is explored in depth.
In addition to the overview of different platforms, the module also focuses on the role of influencers and creators in the field of social media communication and marketing. The advantages and challenges of collaborating with influencers are examined, and guidelines for creating effective partnerships are provided.
Finally, the course addresses communication and marketing strategies specific to each social network. Techniques for optimizing content visibility, audience engagement, user interaction, and result measurement are taught.
In summary, the social media management module of the university course provides students with a solid foundation for managing a marketing campaign on social networks. The fundamental phases of planning and the editorial plan are covered, followed by an in-depth analysis of major social networks, including visibility opportunities, influencer usage, and communication and marketing strategies specific to each platform.
The module of the university course on content marketing focuses on the central role of content as a communication and marketing element, connecting the topics covered in the previous modules on social media and SEO. It explores how content is the key to reaching the audience through both social media and search engines.
The module begins by introducing the concept of content strategy and the importance of developing a well-structured content marketing plan. Students will learn how to define clear objectives, identify the target audience, and create a plan to produce and distribute consistent and relevant content.
In particular, the course focuses on branding as a fundamental element of every content marketing strategy. Students will explore how to create a consistent and distinctive brand identity through content, including the messages, style, and values they wish to communicate.
Subsequently, the module examines storytelling as an effective tool for engaging the audience and creating an emotional connection with the brand. Students will learn techniques for creating persuasive narratives using elements of suspense, emotion, and personalization.
Finally, the module also addresses current topics in content marketing, such as sustainability from a Corporate Social Responsibility (CSR) perspective, green marketing, brand activism, and the reputation that can be built through an effective content marketing strategy. In summary, the content marketing module of the university course completes the exploration of the previous modules, delving into the central role of content as a communication and marketing tool on both social media and search engines. This module focuses on content strategy, branding, storytelling, and current topics such as sustainability, green marketing, and brand activism, enhancing the brand's reputation and content marketing strategy.