This work

Throughout the courses, we will ref

This workbook provid
The best way to get s
 This workbook is part of the Udacity Digital Marketing Nanodegree
urses, we will reference the use of spreadsheets to plan and organize your
workbook provides you the templates to get started with your own digital
best way to get started is by making a copy of this document and then you
ing Nanodegree.
nd organize your Digital Marketing Activity.
your own digital marketing.
ent and then you can edit it.
Marketing Channels
Channels Awareness
Interest Desire Action
Post Action You can use this sheet to list the marketing channels you
plan to use to reach your target audience at the different
stages in the funnel. Once you have a marketing strategy, it
will be helpful to keep an overview of what you want to
achieve with the different channels you are using.

E.g. I am using display ads on ESPN to make users aware of m

sports shoes brand, I use Facebook ads for user who I know
are interested in my sports shoes, I use Search ads as well as
very targeted Facebook ads for people who have a desire to
buy my shoes, and I use search advertising to make sure I
capture people when they are ready to buy. I then use email to
follow up with them post purchase.
the marketing channels you
get audience at the different
u have a marketing strategy, it
rview of what you want to
annels you are using.

ESPN to make users aware of my

book ads for user who I know
oes, I use Search ads as well as
r people who have a desire to
h advertising to make sure I
ready to buy. I then use email to
hase.
Existing
Content Content
Audit
(include title) Missing Content
Content Type Journey Stage
analyst report aware
article interest
blog post desire
calculator action
case study post-action
checklist
currated list
customer review Content Source
customer testimonial Co-market agreement
demo Company curated
detailed product info Company owned
display -ppc Other owned - blog site
ebook Other owned - influencer
exclusive content Other owned - news site
FAQ Other owned- expert
gif Public domain
guide
in person event
industry report
infographic
newsletter
opinion article
podcast
PPT
press release
quiz
reference checklist
social media post
technical doc
tips and tricks
video - client case study
video - demo
video - help
video - how-to
video - live
video - long
video - short
webinar
white paper
widgets
Content Category Content Type
Content Category Target Persona
Hero Target Persona 1
Hub Target Persona 2
Hygiene

Content Status
Completed
Not Started
Published
Signed off
Work in progress
Journey Stage Target Persona
Content Status Publication Date
 Outreach - Ideas on syndication and
Content Source influencers
Notes
URL
Content Calendar
Monday
Date
Theme
Pain Point
Title (idea)
Buyer Cycle
Attention
Interest
Desire
Action
Target Persona
primary persona
secondary personas
secondary personas
Offer (Call to Action - link to KPI)
Main CTA
Main Format
Format of core content piece
Repurpose Options
Format 1
Format 2
Format 3
Promotion
Paid
Owned
Earned
Who will produce
responsible for content
Influencer outreach target
Influencers to reach out to
Keymetrics
New Visits
Downloads
Leads (MQL SAL SQL)
Sales/Downloads
video views
 social shares
Keyword Focus
related keywords
Tuesday Wednesday Thursday
Friday Saturday Sunday Monday
Tuesday Wednesday Thursday
Friday Saturday Sunday Monday
Tuesday Wednesday Thursday
Friday Saturday Sunday Monday
Tuesday Wednesday Thursday
Friday Saturday Sunday
SEO Content Audit
Content Type Content URL
e.g. homepage, webpage, landing page, blog page
 Keyword
Target Keyword Use Google
Keyword Keyword
Popularity UseCompetition
Google Keyword
Planner Planner
Target Keyword
Synonyms Current Title Tag Ideally
Length70 of
characters
title tagor
less
Current Meta Length of
Description Ideally 156
description
characters or less