Building Better Traffic: Content Marketing and SEO
4.2 (41 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
271 students enrolled

Building Better Traffic: Content Marketing and SEO

How to increase traffic and drive impact with content marketing and SEO
4.2 (41 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
271 students enrolled
Last updated 1/2018
Current price: $27.99 Original price: $39.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 2 hours on-demand video
  • 3 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Master the basics of SEO and content marketing
  • Find new keyword opportunities through strategic research
  • Write content that will rank in search and drive more engaged site traffic
  • Develop and implement an editorial process at your organization
  • Optimize content to drive conversions
  • Measure and track success with Google Analytics and Google Search Console
  • Google analytics access for your organization
  • Website access for your nonprofit so you can implement these strategies
  • Creativity!

You have your website, but how do you get people to get through the front door? The answer: strategic content marketing. If you can get your site to the first page of Google, you gain incredible opportunities. Want your site to be authoritative and relevant? Of course you do. That's why writing for the web to attract both humans and search robots is so important. In our course, you will learn more than just the theory behind content marketing and SEO. Discover how to decide what to write and how to write it in order to increase engaged, organic traffic to your site. You'll walk away with clear steps to immediately implement, track, and measure this strategy at your organization.

When you understand the basics of SEO and build strategic content, you will

  • Get your organization in front of new audiences

  • Boost your reputation

  • Drive more leads

  • Increase awareness about your cause

We want to help you grow organic traffic by 20% year over year and drive greater digital impact.

This is a shortened version of our full-length course. To get additional information about building backlinks, tools, and A/B testing, check it out in the university section of the Whole Whale website.

Who this course is for:
  • Marketing associates and copywriters who want to build skills to take their work to the next level
  • Marketing and communications managers looking for ways to implement content marketing into their current strategy
  • Marketing directors and executive-level staff interested in boosting website traffic
Course content
Expand all 12 lectures 01:48:55
+ Introduction
1 lecture 01:12

Welcome to Building Better Traffic: Content Marketing and SEO to Drive Impact. We’ll show you how to build traffic that matters. Once you operationalize it, you’ll only have to commit 1 hour a week! Chief Whaler George Weiner and Account Strategist Whaler Olivia Marlowe-Giovetti will outline everything you’ll learn in this course.

Preview 01:12
+ Part 1: How it works
3 lectures 22:45

Search Engine Optimization (SEO) – the practice of improving and promoting a website in order to increase the number of visitors the site receives from search engines. What does this mean in practice? What exactly are search engines doing? How can we tell if our SEO is good (or bad)?

Preview 07:14

Before we dive into content marketing, we’ll guide you through the basics of measuring digital impact with Google Analytics, so you can set goals and track success. The end goal of content marketing is not just writing content for content’s sake, but to drive real impact. This module will ensure that you are able to measure, track, and report on the success of your content marketing strategy to your teammates, supporters, and c-suite.

Need to know

What factors do search engines look at when crawling and ranking your site? Here we’ll dive into the differences between on-page vs. off-page factors, and help you prioritize the right ones to get 80% results form 20% effort.

SEO Factors
+ Part 2: Content Marketing Process
8 lectures 01:24:58

Starting off the content marketing process, we’ll dive into our framework for conducting keyword research. How do you find keywords? What kinds of keywords should you look for? What is the "curse of knowledge"? Plus, we’ll look at a case study from Move for Hunger: They used some (possibly unexpected) keywords to drive real impact.

Keyword Research Framework

Now that you know what keywords people are searching, you can start building content around those topics. We’ll show you how to focus and frame your content to reach the most users. Learn the difference between evergreen vs. dandelion content, as well as when and how to use them. Plus, we’ll look at a case study from the National Aphasia Society, who used a surprising keyword to increase awareness of their cause and drive email signups.

What to write

People judge an article by its title and featured image first. Are you optimizing these components to drive more clicks from organic search? Are you using the same messaging on your landing pages as you use on social media? (Spoiler: you shouldn’t). Plus, what are meta descriptions, and what makes one “good”?

Preview 09:37

You can write about your organization and topic better than anyone, but are you optimizing the format and back-end for search? We’ll walk through the do’s and don’ts of writing for search engines and help you determine when and where to use your keywords.

Editorial Process

As discussed in part 1, the end goal of content marketing is not just to produce engaging prose, but to get users to take key actions on site. You’ve widened the top of the funnel with more content, now it’s time to optimize your content to drive more on-site actions. We’ll guide you through the funnel of engagement, and show you how Power Poetry was able grow their community to over 300,000 poets with content marketing.

Driving conversions

How do you know if your content marketing strategy is working? How do you know if the traffic to your site is actually engaged? How do you find new opportunities for content marketing? We’ll show you how to find all this data (and more) on Google Analytics.


Now that you are a master content marketer, it is time to implement the strategy at your organization and get your teammates on-board. The easiest way to do that is to make the process, well, easy! We’ll give you tips and resources to make the implementation and ongoing content marketing process as seamless and efficient as possible.

Operationalize it

Go forth, and take the next steps on the journey to SEO “perfection”:

  • Download our templates and fact sheets
  • Research keywords
  • Build out your keyword spreadsheet
  • Set a goal to write X number of content in a month
  • Start writing!
  • Track traffic + traffic sources in GA
  • Start sending content to potential partners to build backlinks
  • Track in search console

Check out for even more content marketing/SEO resources. You got this!

What now?

Let's recap everything you learned so you can go forth and conquer content marketing!

Final Quiz
10 questions