The School of Net Marketing
The whole curriculum is this board. Start at the top left.
65 lessons · about 13 hours of reading · free, no account
start here
Foundations
- How this school works, and how you'll finish it8 min
- Choose your project business10 min
- Write your Project Brief12 min
You buildA one-page Project Brief
- What marketing actually is10 min
- The customer journey and the funnel12 min
- The channel map: owned, earned, paid12 min
- Metrics that matter (and the ones that don't)10 min
- Unit economics: what a customer is worth15 min
- Your funnel baseline12 min
You buildA funnel with your own numbers, and the leak you'll fix
- Evidence beats opinion8 min
- Jobs to be Done and the four forces12 min
- Desk research and review mining15 min
- Customer interviews that don't lie to you15 min
- Surveys and quantitative signals10 min
- Synthesis: from raw notes to Ideal Customer Profile15 min
You buildAn Ideal Customer Profile from real evidence
- Positioning: the context that makes value obvious10 min
- Differentiation and the positioning statement15 min
- Value proposition and the message house12 min
- Brand: voice, consistency and distinctive assets10 min
- Offers and pricing: what you actually sell15 min
- Proof and trust10 min
You buildA positioning statement, value proposition and offer
Building
- The one job of your website9 min
- Landing page anatomy10 min
- Go live in an hour8 min
- Friction, trust and forms9 min
- Your conversion baseline9 min
You buildA live landing page, real URL, €0
- Content marketing after AI broke content10 min
- Your unfair advantage: research, experience, opinion11 min
- One channel, done properly10 min
- The 30-day content plan12 min
- Create, publish, distribute12 min
You buildA 30-day plan and one published asset
- How search works in 202612 min
- Keyword & topic research on a €0 budget14 min
- Content that ranks — and gets cited13 min
- E-E-A-T: proving you're worth trusting12 min
- Technical SEO without a developer13 min
- Being found by AI assistants13 min
You buildA keyword plan and a six-month SEO strategy
Reaching people
- Choose battlegrounds, not platforms11 min
- Hooks, formats and ideas that travel11 min
- Distribution mechanics: how feeds decide10 min
- People, not logos: community and creators11 min
- Measuring social — and sizing up a platform you've never used12 min
You buildA single-channel campaign plan
- Email: the audience you own10 min
- Consent and the law: GDPR and ePrivacy, done properly13 min
- Lead magnets people actually want10 min
- Pick your ESP and get delivered (SPF, DKIM, DMARC)12 min
- The welcome sequence: your first automation13 min
- Segmentation, broadcasts and knowing it worked11 min
You buildA lead magnet and a live email funnel
- How ad auctions actually work12 min
- Search ads: buying intent11 min
- Social ads: interrupting well11 min
- The maths that keeps you employed: CPC, CPA, ROAS16 min
- Retargeting and the honest limits of attribution12 min
You buildA €500 media plan — no spend required
Proving and finishing
- Numbers that matter: KPIs vs vanity metrics13 min
- GA4 without tears (and its traps)15 min
- UTM discipline & the honest limits of attribution14 min
- Conversion maths, A/B tests & statistical significance16 min
- Reporting upwards: dashboards a boss actually reads13 min
You buildA measurement plan and dashboard spec
- AI as your marketing operating system12 min
- Repeatable AI workflows: prompts, SOPs and quality control12 min
- GDPR and consent in practice: data you may actually use14 min
- Honest marketing: AI transparency, claims, dark patterns, access and green claims14 min
You buildAn AI workflow SOP and a compliance check
- Synthesis: from eleven modules to one strategy20 min
- The 90-day roadmap: budget, owners, sequence20 min
- The pitch: presenting and defending your strategy18 min
You buildThe complete digital marketing strategy