InGen Marketing: Continuing Education Tier 2

WELCOME TO THE DIGITAL ENGINE
Courseware Overview
5 Topics
Instructive Pedagogy
Platform Structure: How to Navigate Our Course
Leveling Up Through Content Assessments
Content Deliverables You Create
Course Expectations and How to Contact Us
A REVIEW OF THE DIGITAL ENGINE
The Digital Engine Model
MODULE 1: TARGET MARKET SELECTION
Target Markets: The “Who” of DCE
6 Topics
Market Segmentation
Target Market Selection
Product Positioning and Repositioning
STP in a Digital Context
Digital STP Examples
Target Market Deliverable
MODULE 2: SERIALIZED CONTENT SELECTION
Content Buckets: The “What” of DCE
4 Topics
Content Leadership
Content Marketing is a Consistent Investment
Content Harmony and Serialization
Content Identification Deliverable
MODULE 3: COMMUNICATION CHANNEL SELECTION
Communication Channels: The “Where” of DCE
6 Topics
The Channel Selection Process
Content Awareness Channels
A Critical History of Acquisition through Social Media
The Digital Engine Acquisition Channels
Consumer Retention through Email
Channel Selection Deliverable
MODULE 4: BUILDING YOUR CONTENT MATRIX & EDITORIAL CALENDAR
Building Your Content Plan
6 Topics
Structuring Your Inbound Marketing Campaign
The Content Matrix
Creating Your Editorial Calendar from the Content Matrix
Scheduling Your Editorial Calendar
InGen Marketing: Designing Your Digital Content Matrix
Your Content Matrix and Editorial Calendar (w/ Instruction Manual)
MODULE 5: CAMPAIGN ANALYSIS
Auditing Your Content Plan
5 Topics
Website Content Analysis
Social Acquisition Analysis
Email Retention Analysis
Strategic InGen Analysis
Strategic Reviews of Campaign
COURSE REVIEW AND CERTIFICATION INSTRUCTIONS
Course Review
1 Topic
Final Certification Assessment Instructions
TIER 3 PREVIEW: INGEN INTELLIGENCE
InGen Intelligence: What is it?
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Content Identification Deliverable

InGen Marketing: Continuing Education Tier 2 Content Buckets: The “What” of DCE Content Identification Deliverable
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