Digital Brand Trust and Content Strategy

This unit introduces the fundamentals of building digital brand trust through intentional content, local and search strategies, and sales-aligned media. Students examine modern search behaviors (including zero-click), review management, video and personal-brand tactics, and use diagnostic tools to prioritize improvements that prepare organizations to implement an Endless Customers approach.

Learning Objectives

• Analyze customer search intent, zero-click patterns, and local search signals to identify at least five high-value content opportunities for a given business scenario
• Evaluate existing brand and content risks (e.g., Ostrich Marketing, ineffective messaging, lack of transparency, negative review impact) and produce a prioritized audit with recommended corrective actions
• Apply best practices for reviews, local SEO, video planning, and sales enablement by developing a cross-platform content plan with at least three video concepts, a review strategy, and two self-service tools or assignments
• Demonstrate use of the Endless Customers Scorecard™ to assess organizational readiness and deliver a three-step implementation recommendation including coaching needs and immediate transparency actions