1. Knowledge Hunger

2. Content
UNLOCK DIGITAL CERTIFICATION
Chapter
1 Introduction
2 Content Development & Marketing
3 WordPress Website Development
4 Digital Marketing Strategy
5 Search Engine Optimization (SEO)
6 Google Ads
7 Remarketing
8 Mobile App Advertising
9 ASO( App Store Optimization - App SEO )
10 Social Media Marketing
11 Analytics
12 Email Marketing
13 Blogging
14 AdSense
15 Inbound Marketing
16 Affiliate Marketing
17 How To Get Freelance Work
18 Preparation

3. Chapter – Introduction
Overview of
Digital
Marketing
The What and
Why of Digital
Marketing
Benefits of Digital
Marketing
Introduction to
channel of Digital
Marketing
What is buying
cylce?How it is
relevant to Digital
Marketing?

4. Chapter – Content development & marketing
Introduction
to Content
What are the
Different
Formats of
Content
How to Write
Content for
Website
What is CTA
& importance
of CTA
How to get
Free images
for your
Website?
List for free
stock websites
for commercial
use
Tools to create
Banners
&videos for
Website
Content
creation &
Analysis
Tools

5. Chapter- WordPress website development
A – Planning
 Introduction to Website
Difference between Website & Blog
Importance of Website
Pre-requisites for a website
Elements of Website
Website Layout Planning
Building a wireframe for the website

6. B -WordPress Design C- Design
what is Domain, Sub-Domain, and Hosting
What are TLD’s and Domain Extensions
Shared Hosting Vs Dedicated Hosting
What is CMS (Content Management
System)?
What are the different types of CMS?
Introduction to WordPress
Free Themes v/s Paid Themes
What are plugins? Importance of plugins
Widgets, Menus, and Settings
How to Customize a Website & Build
Layouts
Pages v/s Posts
Difference between Http and Https
Integration of Tracking Tools (Search
Console and Analytics)

7. Chapter -
Digital
marketing
strategy
 Understanding the product
 SWOT Analysis
 Why, what, when and how of the business
 How to identify the platforms
 Identifying the Target Audience
 Allocation of budget
 Identifying the Resources
 Duration of the Campaigns
 Coming up with a Campaign (sales) pitch
 Identifying formats of content
 Planning a calendar
 Analyzing historical data

8. Chapter - Search engine optimization (SEO)
A-Fundamental of SEO
 Introduction to SEO
 History of the Internet and how it got Started
 Types of Search Engines and How it works
 SEO Techniques
 Different types of SEO
 White hat, Black hat, and Grey hat SEO
 What is Google Crawler/Bot?
 Google Algorithm and its importance
 Understanding webmaster guidelines and use-
cases
 On-page SEO and its steps
 What is Page rank and its importance
 Off page SEO and Strategy
 Google Algorithm updates [Penguin, Panda,
Hummingbird, Rank brain and more]
 Different types of keywords and the importance of keywords in
SEO
 How to do Keyword Research and tools to use
 When and where to use: Transactional keywords &
Informational Keywords
 Title Tag, Meta description, Anchor Links, Header tags
 Image and Video Optimization
 What are Backlinks? How to build an effective Backlink Strategy
 Do’s and Don'ts of link building
 Universal SEO [YouTube Video Optimization, Image, PPTs, and
Audio Optimization]

9. B- VOICE
SEARCH
OPTIMIZATION
Introduction
to Voice SEO
What is
Voice
Search?
Importance
of Voice
Search in
2019
Voice Search
vs
Personalized
Search
What is
Position
zero?
How to
achieve
position
zero?
What is
EAT?
Importance
of Structured
Data
Optimizing
your content
for Voice
SEO
How Alexa
and Google
Home work

10. C- Local SEO
What is Local SEO? How it works
NAP Listings
How to optimize a local business
Business listing on GMB (Google My Business)
Getting verified on GMB
Posts, Events & Product listings
Importance of Google Reviews
GMB Analytics

11. D- Advanced SEO
What is a
Sitemap? Different
types of Sitemap
XML, HTML
Sitemaps and its
importance
What is AMP
(Accelerated
Mobile Pages)?
How to create an
AMP site
Robots.txt
Http Status Codes
( 404, 301, 503 …)
Advanced Search
Operators and how
to use it
What is the
Knowledge Graph?
What are the
featured snippets?
Types of featured
snippets
Zero Results,
Answer Box
How to rank in the
featured snippets?
Page speed
optimization

12. E- Technical SEO
What is Schema
markup?
Different types of
Schema
How to implement
Schema Markup?
What is structured
data? Importance
of structured data
in SEO
Rich snippets,
Rich Cards,
Carousel
What are Broken
links? How to find
Broken links?
Search console:
The tool & how to
use it
Handling AMP
errors
Search Analytics
and how to
analyze the data
What is 301
Redirection? How
to implement it?

13. F- SEO Auditing
What is SEO
Audit?
Importance of
SEO Audit
How to perform
an SEO audit for
a website
Manually
Auditing a
Website (without
using tools)
Auditing using
Tools
SEO Tools
Ahrefs, Moz,
SEMRush,
Screaming Frog
Pagespeed
Analysis Tools
Competitor
Analysis
Backlink
Analysis for your
website and
competitor site
SEO Audit
Report and best
practices
Building an SEO
strategy based
on Audit Report

14. CHAPTER – GOOGLE ADS
A- Google Search Advertising Introduction to
Search Network
Importance of
Quality Score and
Ad Rank
Campaign
Structure and its
importance
Understanding
Campaign Goals
to reach business
objectives
Campaign Settings
Types of Bidding
Strategies
Types of Ad-
copies
Ad-Extensions
Keyword Planner
Keyword Research
for Google Ads
Setting-up a
Search Campaign
Ad scheduling and
Budgeting
Keyword Match
Types and its
importance
Setting up
Conversion
Tracker
Negative
Keywords and how
to use them
effectively
Search Term
Report
How to use auction
Insights for
Competitor
Analysis
Analyzing
Campaign
Performance
Campaign
Optimization
Campaign
Analysis and
Reporting

15. B- Google Display
Advertising
Introduction to Display Network
Targeting Options in Display Network
Ad Formats in Display
Campaign goals
Display Ads vs Video Ads
Campaign Settings
Types of Bidding Strategies
Analyzing Campaign Performance
Campaign Optimization
Campaign Analysis and Reporting

16. C- YouTube Advertising
Types of Ads on YouTube
Types of Video Ads
Skippable v/s Unskippable Ads
Bidding Strategies
Campaign Settings and Features
Campaign Optimization
Campaign Analysis and Reporting

17. D- Shopping Ads
(E-Commerce Ads)
What are Shopping Ads?
Who can do Shopping Ads?
Benefits of Shopping Ads
How shopping ads work
What is a Google Merchant
Account?
Setting-up a Google Merchant
Account
Importance of product feed and
how to create and update?
Setting up Shopping Campaigns
Campaign Analysis &
Optimization

18. E- Google Smart Campaigns
What are Smart Campaign?
Why Smart Campaigns
Types of Smart Campaigns
How to set up a Smart Campaign
Who should use Smart Campaigns?
Insights and Reporting

19. CHAPTER –
Remarketing
Remarketing
v/s Dynamic
remarketing
Setting-up
Remarketing
Tags
Creating
Remarketing
Lists
How to create
a remarketing
campaign for
Search,
Display and
Video Ads

20. Chapter – mobile app advertising
What are the Universal App Campaigns
Who can do them?
Setting up the Campaign
Features of UAC
How to increase app install through paid campaigns
How to promote your app on Search,& Display Network & Google
Play store
Campaign analysis and optimization
Reporting

21. Chapter – ASO (APP STORE
OPTIMIZATION – APP SEO)
Keyword research
Consumer behavior
Pirate metrics
Hook model
Google Play search console
App tools -- App Annie

22. CHAPTER –
SOCIAL MEDIA
MARKETING
A- Facebook Marketing
Facebook History
How Facebook Newsfeed works (Facebook
Algorithms)
Facebook for Business
How to optimize Facebook Business page
What is Facebook custom tabs? How to integrate it?
Types of Facebook Groups
Difference between Profile, Page, and Groups
How to do Facebook Competitor Analysis?
Tools for Competitor Analysis
What is Facebook Branded Content? Who should do
it?
What is Facebook Messenger Chat Plugin?

23. Facebook
Marketing
How to integrate it in the website?
Types of Facebook posts
Facebook post -- Best practices
What is Canvas/Instant Experience? How
to create it?
How to schedule a post on Facebook?
Tools for scheduling posts
Facebook Creator Studio -- How to use
it?
Facebook Sound Collection
How to plan a content calendar for your
Business
How to create an engaging post?
What are Facebook Insights?

24. Facebook
marketing
Analyzing Facebook Insights
Facebook Ads Manager
Types of Facebook Ads
Facebook Remarketing
What is Facebook pixel? How to
integrate it?
How does Pixel work
How to track conversions from your
Facebook ads
Types of Facebook Audience
Facebook Ads -- Best Practices
Facebook Business Manager

25. Facebook
marketing
Facebook Ads for Local Business
Facebook Store Visits Campaigns
Facebook Product Catalog
Facebook advertising for E-commerce
How to integrate Instagram Shopping
from Facebook
Facebook Ads Analysis & Reporting

26. B-
Instagram
Marketing
Instagram History
Why Instagram?
Instagram Algorithm
How to use Instagram for
Business?
Optimizing Business Profile
(BIO)
Types of posts on Instagram
Good practices / Optimizing
Instagram post
Branded Content
Instagram Insights (How to
check and Analyze)
Instagram Stories

27. Instagram
marketing
Why Instagram?
Instagram Algorithm
How to use Instagram for Business?
Optimizing Business Profile (BIO)
Types of posts on Instagram
Good practices / Optimizing
Instagram post
Branded Content
Instagram Insights (How to check and
Analyze)
Instagram Stories

28. C- Pinterest
Marketing
• What is Pinterest?
• Why Pinterest?
• Understanding Boards and Pins
• Business profile optimization
• How to use Pinterest for Business?
• How to optimize a Pin and Board
• Different types of Pins (Rich Pins)
• How to use Rich Pins
• Pinterest Insights
• Pinterest Ads
• Analysis & Reporting

29. D- YouTube Marketing
• Importance of Youtube
• Importance of Video Optimization on Youtube
• How to monetize through Youtube?
• Youtube Channels
• Youtube Community
• Youtube Stories
• Youtube Live
• Case Study on a Youtube Channel
• Youtube Creator Studio
• Youtube Analytics
• Youtube Channel Settings & Customisations
• Youtube Video Manager Features

30. E-Quora
What is Quora?
How Quora works
How to answer a question
Quora ads
What makes a good answer
Strategy for Quora
Importance and role of Quora in SEO

31. F- Twitter
Twitter History
Why Twitter?
Importance of Twitter
How to use Twitter for Business?
How to optimize your Business profile
Good practices for tweeting
Understanding of Lists and Moments
Successful Brand case studies
Twitter Insights
Twitter Ads

32. G -LinkedIn Marketing
What is
LinkedIn?
Why LinkedIn?
Importance of a
good LinkedIn
Profile
LinkedIn Profile
Optimization
The LinkedIn
Profile URL
structure
LinkedIn Profile
Badge
Types of Posts
on LinkedIn
Importance of
Articles on
LinkedIn
Degrees of
Connection and
why it’s
important
Career Advice Salary Insight

33. LinkedIn marketing
Social Selling
Index
Jobs on
LinkedIn
Creating Job
Alerts
Types of
Messages on
LinkedIn
Types of
Accounts on
LinkedIn
Other LinkedIn
Products
LinkedIn Groups
LinkedIn
Power Profiles
& Influencers
Company Pages
on LinkedIn
Affiliate LinkedIn
Company Pages

34. LinkedIn marketing
Company Page Analytics
LinkedIn Content Suggestions
LinkedIn Advertisements & Types
LinkedIn Target and Bidding Options
LinkedIn Ad Tracking and Reporting

35. CHAPTER –
Analytics
Introduction to Web Analytics
Importance of Web Analytics
Google Analytics account set-up for a website
Embedding tracking code on a website
Difference between Account, Property, and views
Defining KPI’s
Measuring KPI’s
Real-time data tracking
Understanding Consumer Behavior through Audience insights
Customer Lifetime Value Metric Report
Understanding Acquisition Channels

36. Analytics
Analyzing and
Understanding
Website Insights
Linking of other
accounts
Importance of
Campaign URL
Builder and its
usage
Defining Goals,
Conversions &
Events
Multi-channel
funnel and E-
commerce
tracking
Attribution
Models and its
usage
Difference
between
Properties &
Views
Creating Views
Applying Filters
to Views

37. Analytics
Creating Custom Alerts
Custom Reports and Dashboards
Using Web Analytics Data to come up
with future marketing strategies and plans

38. CHAPTER-
Email Marketing
What is E-mail
Marketing?
Types of E-mail
What is
‘Bounce’?
Types of Bounce What is Spam?
Reasons why
your emails land
in spam.
List
Management
Content
Development
E-mail
Templates
Overview of E-
mail Marketing
Tools
Types of
Automation in
Email Marketing
A/B Test
Reporting

39. CHAPTER -
Blogging
Introduction to Blogging
Evolution of blogging
Web 2.0
What is a blog?
Why blogging? -- Importance of blogging
Blogging for business
Different Blogging Platforms
Who can blog?
Blog topic ideas
Tools for blogging
Formats
Structure of a blog
What makes a good blog
Examples of good blog

40. Chapter - AdSense
Introduction to
Google AdSense
AdSense vs
Other Ad
Networks
How Adsense
works?
AdSense
approval
Process
AdSense
account setup
and interface
Different types of
ad networks
How to integrate
ads in a
Website/Blog
How to Monetize
a blog/website
through Adsense

41. Chapter-Inbound Marketing
• Traditional Marketing V/s Online Marketing
• Channels in Traditional Marketing
• Channels in Digital Marketing
• Understanding Business Objectives
• Converting Business Objectives into KPI’s
• SWOT Analysis and why companies should them
• Competitor Analysis
• Buyer Persona
• What is Inbound Marketing?
• Inbound Marketing -- The process
• Process Implementation of Inbound Marketing for a Business or a Campaign

42. Chapter - Affiliate Marketing
Introduction to Affiliate Marketing
What is Affiliate marketing and how it works
Difference between Advertiser, Publisher and Affiliate networks
How to make money through Affiliate Programs
How to sign up for Affiliate networks and Integrate with a website
What are the Pre-requisites for Affiliate marketing?
Top affiliate marketing platforms in India
How to create an effective affiliate Strategy?

43. How to Get Freelance Projects
How to make a
career through
freelancing?
How to source
clients?
How to
approach/pitch to a
client?
Proposal and
Budgeting
Costing Proposal &
Reporting
Templates

44. Chapter- Preparation
Mock
Interviews
Resume
Preparation
Interview
Preparation