Level 5: Campaign Management

The fifth level of The Digital Engine begins to describe in deeper detail how to manage your total campaign, including web content, social content, and email content management. The first chapter discusses in detail the tactics of content creation and curation on your website and blog, as well as how to optimize your search engine results. It highlights the difference between creation and curation, while also providing different methods of content curation. This chapter provides tips on great blog design, pitfalls for copy-writing, and steps for optimizing your blog performance, as well as how to maximize Search Engine Optimization (SEO) strategies to return optimal results on any search engine. The next chapter refocuses on the social media strategies of current digital trends when driving traffic to and from these platforms. It starts with additional strategies for Facebook regarding the algorithmic change from organic reach to paid reach, and demonstrates how philosophical changes at Facebook has created these current trends. It concludes with a curated focus on digital marketing strategies for improving your organic reach across multiple social media platforms. Finally, the last chapter reviews current statistics regarding email marketing use worldwide and in the United States. The statistics demonstrate email marketing is still a major tool in the inbound marketer’s arsenal, and will continue to remain an important driver of brand awareness, leads, and overall sales. This chapter concludes by providing tips for creating and curating email content as well.

Assignments in Level 5 teach participants how to increase engagement across their website, social media, and email messaging channels. In increasing engagement across a website, not only are thorough blogging and content tactics discussed, but exercises to assist participants in setting up and learning to better select focused keywords in content and Search Engine meta-descriptions are deployed. Search engine optimization is vital to brand awareness and specific assignments will teach students how to establish and use SEO. Additionally, assignments that help participants to create and curate better content with more focused keywords will also assist in more social media traffic and more opens and click-throughs in email campaigns.