THEORETICAL RECAP A content plan is the operational document that translates a content strategy into concrete deliverables: topics, formats, channels, publication dates, editorial angles, targeted personas, and the KPIs used to measure success. A str...

## Project Overview In this mini-project, you will design a complete narrative content plan for a real or fictitious brand of your choice. Building directly on the skills validated in your recent activities (editorial workflow, content calendar audit...

THEORETICAL RECAP Lead nurturing is the process of guiding a prospect through their buying journey by delivering the right content at the right time, until they are ready to convert. A nurturing scenario is an automated sequence of content (usually e...

Marketing automation applied to content is the practice of using software to automatically deliver the right piece of content, to the right person, at the right moment, based on their behavior and their stage in the customer journey. Instead of sendi...

THEORETICAL RECAP A KPI (Key Performance Indicator) is a measurable value that tells you whether a specific content objective is being met. The core mental model is simple: every piece of content serves one dominant objective, and every objective has...

A performance dashboard is a visual and organized tool that brings together the most important indicators of your content marketing activity in one place. Its purpose is simple: allow you to see, at a glance, whether your content is achieving its goa...

Content marketing performance metrics, often called key performance indicators or KPIs, are the numbers you track to know whether your content is actually helping you reach your business and communication goals. Producing content without measuring it...

Search Engine Optimization, often abbreviated as SEO, is the practice of improving your content so that it appears higher in the results of search engines such as Google, Bing, or DuckDuckGo. In content marketing, mastering SEO means making sure the ...

THEORETICAL RECAP A content calendar (editorial calendar) is the operational document that plans what you publish, when, on which channel, for which audience, and toward which goal. Auditing a calendar means evaluating whether these planned publicati...

The editorial workflow is the organized sequence of steps that a piece of content follows from its initial idea to its final publication and, later, its performance analysis. After learning how to build a calendar, define your brand voice, choose for...