M04-05 · AI + Content & Marketing Strategy

CMS Publishing and Web Content Management

AI + Content & Marketing Strategy →

Teaches students to publish and manage content across the major content management systems used in professional marketing. Covers WordPress (Gutenberg editor, Yoast/RankMath SEO plugins, theme and template navigation), Webflow CMS (collections, templates, visual builder), HubSpot CMS (modules, themes, CTA embedding), landing page builders (Unbounce), draft-to-publish workflows, and image preparation.

20 Hours
6 Learning objectives
Evaluate Bloom's ceiling (?)
4 Competencies
What You'll Be Able To Do

Learning Objectives

Objectives

Depth
  • Publish content across WordPress, Webflow, and HubSpot CMS, navigating each platform's editor, template system, and preview/schedule/publish workflow Apply
  • Apply SEO field configuration in CMS platforms including Yoast/RankMath (WordPress), native SEO fields (Webflow), and HubSpot SEO tools Apply
  • Create landing pages using Unbounce or native CMS tools with product hero sections, benefit blocks, social proof, FAQ, and conversion-optimized CTAs Create
  • Apply image preparation best practices: proper sizing for each platform, compression for page speed, alt text for accessibility and SEO, and rights verification Apply
  • Evaluate CMS platform suitability for different client needs (WordPress for content-heavy blogs, Webflow for design-forward sites, HubSpot for marketing-integrated CMS) and articulate tradeoffs Evaluate
  • Understand the relationship between CMS configuration, page speed, mobile rendering, and SEO performance Understand

Levels: Remember · Understand · Apply · Analyze · Evaluate · Create — highest demands most original thinking.

Core Competencies

What You'll Master

Multi-CMS Publishing

WordPress Gutenberg editor, Webflow CMS collections, HubSpot CMS modules, consistent publishing workflows across platforms, template and theme navigation.

SEO Plugin Configuration

Yoast/RankMath focus keyword optimization, meta field editing, readability scoring, schema markup implementation, sitemap management.

Landing Page Creation

Conversion-focused page design, hero/benefit/proof/CTA structure, Unbounce builder, A/B testing landing page variants, mobile-responsive design.

Image & Asset Management

Image sizing per platform, compression tools, alt text best practices, stock image rights verification, brand asset library organization.

Portfolio Artifact

What You'll Build

Cross-Platform Publishing Portfolio — Student publishes content across 3 CMS platforms: a fully SEO-optimized blog post on WordPress with Yoast green-light configuration, a designed content page on Webflow CMS with proper collection structure, a HubSpot CMS page with embedded CTAs and marketing tool integration, a conversion-optimized landing page on Unbounce, and a publishing checklist documenting the workflow for each platform (including image specs, SEO fields, and preview verification steps).

Tools You'll Use

Industry Tools, Not Toy Projects

WordPress

The most widely used CMS with Gutenberg editor and Yoast/RankMath SEO plugin integration.

Webflow

Design-forward CMS with visual builder, CMS collections, and responsive design capabilities.

HubSpot CMS

Marketing-integrated CMS with modules, themes, CTA embedding, and marketing automation connection.

Unbounce

Landing page builder for creating conversion-optimized pages with A/B testing capabilities.

TinyPNG / Squoosh

Image compression tools for optimizing visuals for web performance without quality loss.

Claude

AI assistant for meta description drafting, alt text generation, and content optimization.

Course Connections

Prerequisites

Prerequisites

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