A business’s brand is more than a logo and color scheme. It’s also the personality, the story, and the way the brand makes people feel. No wonder then that a brand is almost as hard to define as it is to create.

Not to worry. This course can help. You’ll get practical definitions and advice on crafting a brand story, showing your best side, establishing your market position, and telling people exactly who you are and who you’re for.

To capture attention and garner a reader’s trust, you also need images. And, if you’re not optimizing those images for the web, you’re missing out on a prime competitive advantage. In this course, you’ll learn what image optimization is and why it’s worth the effort. Then, you’ll get six must-know tips for taking your image optimization to the next level.

Content marketing helps you establish trust, attract and engage your target audience, drive organic traffic, and ultimately, grow your business. It's a versatile and cost-effective strategy that can deliver both short-term and long-term benefits for your brand.

In this course, we’ll pinpoint the factors that create a smooth content marketing ecosystem. First, you’ll learn how to build a strong, cohesive content marketing strategy. Then, you’ll get tips to ensure that your content doesn’t fall flat.

What is paid advertising? And why should businesses consider the investment when there are so many free or inexpensive methods for marketing and advertising?

We’ll explore these questions and more in this course on paid advertising. In it, you’ll learn what paid advertising is and why it’s beneficial. Then, you’ll learn about the different types of paid advertising and how they fit into a comprehensive marketing strategy.

With billions of people worldwide using social media, businesses can’t afford to take a relaxed approach to engaging their audience online. In this second course of a two-part series, learn to take social media marketing to the next level.

This course takes you deeper into strategy, engagement, and the best metrics to measure your success. For a review of social media marketing terms, tools, and other basics, navigate back to the library and search for part one: Social Media Marketing 101.

Popular platforms like Facebook, YouTube, Instagram, Twitter, Pinterest, and LinkedIn have transformed the way brands interact with their audience. Understanding the landscape and how to thrive in it is no longer optional for businesses—it’s a necessary part of doing business in the digital age. This course can help.

This is the first in a two-part series. In part one, you’ll review social media marketing terms, tools, and other basics. The second course, Social Media Marketing 201 (available as a separate course in our catalog), takes you deeper into strategy, engagement, and metrics to measure your success.

Today, websites are often the first place customers interact with your brand. Web users expect a seamless experience finding the information they need to choose a product or service. If your website doesn’t quickly meet their needs, they’ll look elsewhere.

This course is an introductory guide to utilizing your website to attract and retain customers. It covers essential site components, good design, maximizing conversions, and landing page use and design to get your website in peak condition.

How do you know your campaigns are performing well? Can you measure the success of a strategy? How can you be sure your hard work is bringing you closer to your goals?

Marketing is a dynamic field, and analytics can help you get a handle on your strategy. With analytics, you’ll have a clearer picture of where you’ve been, how your plans are working, and where you could be moving forward.

This course will give you a broad overview of what marketing analytics is and how it can benefit your team. You’ll also get tips and tricks for making the most out of your data.

For the uninitiated, searching for things online might seem like magic. You type a few words in the search bar, click a button, and voila!—the answers to your questions are right at your fingertips. But why do certain webpages appear at the top of a results page? The answer is search engine optimization.

To start, search engine optimization (SEO) isn’t magic. It takes careful strategy. In this course, you’ll learn everything you need to know to get your business and content in front of as many eyes as possible by improving your search rankings and visibility. You’ll start with the basics, like keyword research and selection. Then, you’ll move on to more in-depth topics, such as technical optimization practices and how to optimize your content.