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Full-Funnel Content: A Data-Driven Content Strategy For Humans

If you’ve ever sat down to create a content strategy, you probably came face-to-face with a calendar. Empty, numbered squares demanded you fill them with tit...
(100 reviews)
2,177 students
Created by


CourseMarks Score®







Platform: Skillshare
Video: 54m
Language: English
Next start: On Demand

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Detailed Analysis

CourseMarks Score®

8.8 / 10

CourseMarks Score® helps students to find the best classes. We aggregate 18 factors, including freshness, student feedback and content diversity.

Freshness Score

6.5 / 10
This course was last updated on 12/2018.

Course content can become outdated quite quickly. After analysing 71,530 courses, we found that the highest rated courses are updated every year. If a course has not been updated for more than 2 years, you should carefully evaluate the course before enrolling.

Student Feedback

10.0 / 10
We analyzed factors such as the rating (4.8/5) and the ratio between the number of reviews and the number of students, which is a great signal of student commitment.

New courses are hard to evaluate because there are no or just a few student ratings, but Student Feedback Score helps you find great courses even with fewer reviews.

Content Score

9.2 / 10
Video Score: 7.7 / 10
The course includes 54m video content. Courses with more videos usually have a higher average rating. We have found that the sweet spot is 16 hours of video, which is long enough to teach a topic comprehensively, but not overwhelming. Courses over 16 hours of video gets the maximum score.
Detail Score: 10.0 / 10

The top online course contains a detailed description of the course, what you will learn and also a detailed description about the instructor.

Table of contents


If you’ve ever sat down to create a content strategy, you probably came face-to-face with a calendar. Empty, numbered squares demanded you fill them with titles for blogs, infographics, videos, presentations, and podcasts.

After hours of bouncing ideas around, you lined up the authors, settled the titles, and most importantly: filled those desperate little squares. You breathe easy, the square-filling-gods accepted your sacrifice… for now.

But why perform this ritual at all? Why do the squares need filling, the posts need publishing, the videos need editing, the titles need crafting?

Too often, brands treat content like a product; a product that requires a release schedule, frequent updates, timely arrivals, and a bevy of requirements. This environment of make-work marketing keeps us busy and checks off ‘necessary’ boxes. But does that content attract new leads? Does it build our brand? Does it do anything other than satisfy our need to feel productive? If you’re reading this, then your answer is probably, ‘I have no clue.’

I want you to stop thinking about content like a product, and start seeing it as a plant; a plant whose seed you bury, water, and grow into part of your brand ecosystem. And just like a real ecosystem, your brand requires a variety of plants to perform different functions: grow food, release oxygen, and support native wildlife.

The functions we need our content plants to perform include attracting new customers, educating leads, and nurturing their relationship with us long after their first purchase. And if plants are content, then this course will teach you to garden.

Okay, enough plant analogies because you’re smart and my analogy is a B- at best. During this course, you will discover a system that helps you create content with a purpose and determine whether your content fulfills its purpose.

I break content strategy down into a marketing funnel where three types of content coexist:

  • Top-funnel: attracts brand new prospects to your business
  • Mid-funnel: teaches customers about your brand, products, services, and encourages them to convert to paying customers
  • And Post-funnel: continuously improves the customer experience and builds their relationship with your brand

At each stage, you will learn to measure the return on your investment for every piece of content by looking to Google Analytics. Along the way, we will focus on how the three elements of the funnel differ between B2B and B2C organizations. For a closer look, we study the content strategy of B2B marketing giant, Mailchimp, and B2C Silicon Valley food-darling, Imperfect Produce.

What Is This Course

  • An engaging high-level overview of a data-driven content strategy
  • A brief introduction to Google Analytics, UTM.io, advanced Google search techniques, SEOQuake, and SEMRush
  • Case studies that help you understand and evaluate content strategies

And For Whom Is This Course

  • Marketers looking for a data-driven way to improve their content marketing
  • Small and medium-business owners who want to learn about content marketing and begin incorporating long-lasting, valuable content practices
  • and grammar nazis


  • Slides
    • This combined slide deck covers every lesson and includes clickable links
    • Free to access forever
  • Worksheet
    • This Google Doc will help you complete the homework and formulate your content plan as you watch the lessons

These materials require a Google Account with access to Google Drive, and both documents are read-only, please make a copy to your personal Google Drive by clicking File > Make a Copy…

You will learn

Your final project brings together content ideas to form a full-funnel strategy. By following along in the worksheet, you will evaluate your current content strategy and discover opportunities to modify and create content that attracts new leads, educates them, and nurtures them after they’ve purchased.


Basic knowledge of UTM is required to start this course, as this is an intermediate level course.

This course is for

This course was made for intermediate-level students.

How much does the Full-Funnel Content: A Data-Driven Content Strategy For Humans course cost? Is it worth it?

You can enrol in this course with a Skillshare subscription that costs $8/month, but you start with a FREE 7-day trial. You can also enrol in thousands of courses on a variety of topics with your subscription, including several UTM courses.

Does the Full-Funnel Content: A Data-Driven Content Strategy For Humans course have a money back guarantee or refund policy?

There is no money-back guarantee with Skillshare, but you can start with a free one-week trial to learn without risk. With the subscription, you can download classes to your tablet or phone using the Skillshare app.

Are there any SCHOLARSHIPS for this course?

At the moment we couldn't find any available scholarship forFull-Funnel Content: A Data-Driven Content Strategy For Humans, but you can access more than 30 thousand classes for $8/month on Skillshare, including this one!

Who is the instructor? Is Stanley Idesis a SCAM or a TRUSTED instructor?

Stanley Idesis has created 2 courses that got 128 reviews which are generally positive. Stanley Idesis has taught 3,298 students and received a 4.8 average review out of 128 reviews. Depending on the information available, Stanley Idesis is a TRUSTED instructor.
The Upfront Marketer
Bogode Idesis Consulting Group, LLC


CourseMarks Score®







Platform: Skillshare
Video: 54m
Language: English
Next start: On Demand

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