Content Marketing Crash Course (2013)

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Designed for marketers who are looking for more from their content marketing efforts and are seeking to expand their reach and broadcast content through additional digital channels, MPU's Content Marketing Crash Course will give you hands-on tactics that will have immediate impact on your content marketing program. Chock-full of easily-implemented tips, tools, and best practices, this course will take your content marketing to new heights.

Or, as our own content guru Ann Handley likes to say, you'll be the content-iest of all content marketers in your company (or at least in your row of cubicles)! You'll not only learn to keep your content engine firing on all cylinders, but you’ll create a more effective and efficient content marketing strategy that tackles the top challenges facing marketers:

  • How to continually generate new ideas
  • Producing high-quality content more efficiently
  • Keeping your brand top of mind
  • Increasing the frequency with which your content gets shared, and
  • Growing your community

During these 11 classes, you'll discover how to generate a wealth of ideas so you can continue doing what you're doing, but in a smarter and more efficient way, perfectly tailored to your audience's needs. Plus, our expert instructors will provide you invaluable information as well as answer your questions in our exclusive Content Marketing Crash Course Facebook group.

How does it work? Content Marketing Crash Course includes 11 classes (each 60 minutes long). All classes are recorded and available online, anytime, on your computer or mobile device. Watch them at your convenience for 12 months.

For each class, you'll have access to the class lecture (streaming media), as well as several types of support materials: the slide deck (PDF), the audio track (MP3, so you can listen to the lectures on other devices), a transcript (PDF), and a "cheat sheet" (PDF). Once you view all of the classes, you can download a Certificate of Completion (PDF).

As part of the course, you'll also get access to our course-exclusive Facebook group to network and share your questions and insights with fellow MPU students, staff, and instructors.

As a Content Marketing Crash Course student, you'll also receive these free course materials (over $1,000 value):

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already PRO (a $99 value)
  2. An all-new MarketingProfs How-To Guide: Post-Production Game Plan: How to Distribute, Promote, and Repurpose Your Content for the Win (a $49 value)
  3. PRO Seminar: How to Stand Out, Get Results, and Have Fun With Your Content Marketing (a $129 value)
  4. PRO Seminar: Solutions to 10 Confounding Content Marketing Challenges (a $129 value)
  5. PRO Seminar: Using Crowdsourcing to Develop and Enhance your Content (a $129 value)
  6. Take 10 Video Tutorial: How to Create Mobile Friendly Content (a $10 value)
  7. Take 10 Video Tutorial: How to Humanize Your Brand Through Video (a $10 value)
  8. Take 10 Video Tutorial: How to use Mindmapping to Cure Writer’s Block (a $10 value)
  9. Plus, 4 popular bonus classes hand-picked from last year's course. You can access the recordings as soon as you register (a $516 value)

Content Marketing Crash Course includes these 11 class topics:

  1. INSIGHTS: How to Make Your Content the Belle of the Marketing Ball
  2. AUDITS: Are You Auditing Your Content Correctly?
  3. EXPLANATIONS: Battle-Tested Methods for Making Your Product Easier to Understand
  4. IDEAS: I've Fallen Into a Content Rut, and I Can't Get Up
  5. PUBLISHING: Building Your Internal Publishing Department
  6. TEAMWORK: Create and Maintain an Effective Content Team
  7. PROMOTION: How to Get People to Notice and Share Your Content Online
  8. PODCASTING: How Audio Content Fits Into Your Content Strategy
  9. VISUAL: Emerging Trends of Visual Content Marketing
  10. SHORT-FORM: Create Short Form Brand Content That Works
  11. COMMUNITY: Using Content to Ignite Conversation


How to Make Your Content the Belle of the Marketing Ball

Andy Ford—Digital Insight Officer, Brädo Creative Insight

The more insight you have into your customers' intentions, the more memorable your marketing messages become. This class will provide current tools and best practices that will drive content to your target audience. More than writing good copy, it's about producing and distributing material that speaks to their hearts.

You will learn:

  • Tools to gather and filter ongoing insight on your most valuable customers
  • Tips on how to create content your customer will care about
  • Best practices from leading companies

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Are You Auditing Your Content Correctly?

Arienne Holland—Communications Director, Raven Internet Marketing Tools

Content audits should be the first step for new content marketing campaigns. But is your content audit complete? What if missing metrics might change your entire marketing strategy? Find out which metrics belong in your basic audit and how to get them, as well as what insight you'll gain from them throughout your content marketing campaign.

You will learn:

  • The three types of content audits
  • The metrics you'll want to include and track to build a comprehensive audit
  • How analyzing those metrics can lead to better content marketing campaigns

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Battle-Tested Methods for Making Your Product Easier to Understand

Lee LeFever—Founder, Common Craft

You've done the work, your product works beautifully, your marketing collateral is slick—but there's something missing. Prospects aren't seeing the big picture and it's keeping them from becoming customers. The first step to solving this problem and inviting people to get excited about your idea is explaining it better. Learn to understand the power of explanation and how to put it to work in accomplishing your content marketing goals.

You will learn:

  • The power of explanation, why you should care, and how to craft a clear one
  • Why good explanations are so challenging to pull off
  • The elements of effective explanations
  • How to put explanations to work in accomplishing your content marketing goals

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Help! I've Fallen Into a Content Rut, and I Can't Get Up

Arienne Holland—Communications Director, Raven Internet Marketing Tools

A deadline looms, but you're stuck with a blank page and no good concepts. When you're out of ideas and you've already answered every FAQ your target audience could possibly have, there are some sophisticated (but very easy) ways to find fresh ideas. Plus, with a little bit of advance preparation, you can have great ideas delivered to you regularly.

You will learn:

  • How 15 to 30 minutes of on-deadline research can give you enough content ideas for a month—and places you've never considered to do that research
  • How to set up social media monitoring tools in advance to deliver content ideas and sources to you on a regular basis
  • What a good content budget looks like (and how it can help you out of a content rut)

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Building Your Internal Publishing Department

Brody Dorland—Digital Marketing Strategist and Co-creator, DivvyHQ

Content marketing holds many similarities to traditional publishing, but most companies don't know how to think, act, or consistently deliver like a publisher. This class will cover content and social publishing tools to help you adopt and build a sustainable publishing engine. You will leave with a new organizational chart and a documented process for creating a new content marketing publishing department.

You will learn:

  • How to transition your traditional marketing department into a more publisher-like content production team
  • Which tools and processes to use for listening, planning, and internal collaboration
  • The best ways to break down internal communication barriers
  • How to formalize your work-flow processes

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Create and Maintain an Effective Content Team

Kyra Kuik—Content Coordinator, Distilled

Content marketing will play a significant role in the future of your business, and if you don't invest in content, you'll likely miss out on key opportunities to grow your brand. Don't make the mistake of creating and circulating poor quality content; you want a team of experts who create content that positions your brand as an authoritative resource in your industry—and this class will ensure you have that.

You will learn:

  • How to structure a content team and create a sustainable work flow
  • What to look for when you begin hiring
  • How to train a team of many people to have a singular brand voice
  • How to systematically control the quality of your content

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How to Get People to Notice and Share Your Content Online

Ginny Soskey—Staff Writer, HubSpot

You've researched your topic, written your piece, edited it, optimized it for search and conversion, and taken the plunge to put it out in the world. You've spent time building the content, so people should take notice, right? Unfortunately, in the tidal wave that is the Internet, it's easy to have amazing content like yours get lost in the sauce. You've got to have a plan to distribute your content to the world, and this class will teach you how.

You will learn:

  • How to create content that people can't help but share
  • How to make it easy for your viewers and readers to share your content—with no extra work
  • How you can use channels other than social media to drive content sharing

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How Audio Content Fits Into Your Content Strategy

Kerry O'Shea Gorgone—Speaker, Writer, Attorney, and Educator

Images and the written word are the go-to medium when developing marketing content on the web. But audio content, often overlooked and underused, is on the rise. Increased broadband speeds, better distribution channels, and the proliferation of mobile devices have helped give podcasts a renewed vigor. Want to understand how audio can contribute to the success of your content marketing mix? Don't know the first thing about producing something your audience would want to listen to for more than a minute or two? This class is for you.

You will learn:

  • Which trends are driving the audio content movement
  • The basics of planning and producing audio content such as a podcast
  • Out-of-the-box ways to use audio to enhance your content mix

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Emerging Trends of Visual Content Marketing

Adam Helweh—CEO and Founder, Secret Sushi Creative

The average human brain processes visual information up to 60,000 times faster than text. Photos, videos, and other visual media communicate on a completely different level than does a paragraph of text. The rise of visual content marketing over the last two years has been driven by a bevy of platforms and tools that give little excuse to not include it in your marketing efforts. This class will identify these trends, explore the tools, and help create a more vibrant visual marketing mix for your audience.

You will learn:

  • Why visual content is more effective than other types of content
  • Which emerging trends and tools are driving the use of visual content
  • How to go beyond the confines of the static image to make visual content that's more engaging

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Create Short Form Brand Content That Works

Hagan Ramsey—Social Engagement Manager, IQ

It's easy to set up social profiles and blogs for your brand, but how do you keep a steady stream of content that will impact the bottom line? In this class, you'll learn how strategic content planning can change the way you use short form content for your business.

You will learn:

  • How to develop voice and tone guidelines for brand content
  • How to use brand personality, character traits, and keywords to engage communities
  • How to use email and blogging to bolster content performance
  • How to connect content marketing efforts with overall business objectives

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Using Content to Ignite Conversation

Jessica Brown—Senior Product Marketing Manager, Yammer for Microsoft

Your customers and prospects like your brand enough to join your community. But now it's time to make them fall in love with you. Just as you would with a romantic interest, you need to keep community members interested and get them chatting and sharing about themselves. But how do you do that and represent your brand at the same time? This class will present best practices and showcase stellar brands that have created chatty communities.

You will learn:

  • The two types of content that always ignite community conversation if done right
  • How different communities or social channels require different types of content to spur interaction
  • Recent examples of content that ignited community conversation and showed return

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Get Started Today

Start taking this course right now for just $595.00

Price includes all online learning materials and classes needed for the course. You’ll receive a downloadable Certificate of Completion at course end.

See our group discounts for orders of 2+.


Course Instructors

Adam Helweh

As the CEO and founder of Secret Sushi Creative, a strategic design and digital marketing agency, Adam Helweh specializes in the convergence of design, social, and technology to provide businesses with more intelligent and interactive ways to connect with customers. Adam is also the co-host of two weekly digital marketing podcasts: The SoLoMo Show ... more »

Andy Ford

Andy Ford's involvement with consumer insights spans his entire career. Using a background in software development, social media mining, and consumer ethnography, he has led efforts to develop new products and strategic white space for brands such as Taco Bell, PepsiCo, Doritos, Merck, Tyson Foods, and even the digital efforts for a U.S. presidential candidate. ... more »

Arienne Holland

As communications director for Raven Internet Marketing Tools, Arienne Holland divides her time between outreach, email marketing, writing, editing, and understanding developers. Before working at Raven, Arienne spent more than a decade as an editor and graphic designer for The Tennessean newspaper. She was a 2010 Pulitzer Prize finalist for team breaking news journalism. more »

Brody Dorland

Brody Dorland is a digital marketing strategist, blogger, speaker, and co-creator of, an editorial calendar applicationthat helps organizations think, act, and deliver like publishers. With more than a decade in the trenches of corporate marketing and advertising agencies, Brody has emerged as one of the country's top digital marketing strategists. more »

Ginny Soskey

Ginny Soskey is a staff writer for HubSpot's award-winning inbound marketing blog, where she loves to create written and multimedia content day in and day out. She previously worked at Shareaholic, managing the company's content creation and community management efforts. more »

Hagan Ramsey

Hagan Ramsey uses content marketing to drive clients' web traffic and help them learn more about target consumers. His social media research has been featured in Mashableand has changed how IQ clients relate to their customers online. Hagan’s digital agency experience includes brands such as Kleenex, Viva, Barilla US, Smith & Wesson, and Georgia-Pacific. more »

Jessica Brown

Jessica Brown serves as senior product marketing manager at Yammer for Microsoft. Prior to Microsoft, Jessica worked as senior content manager at Citrix, as well as a copywriter in the technical, news, financial services, and software sectors. more »

Kyra Kuik

Kyra Kuik focuses on content strategy, idea generation, writer management, and editing in her role as Distilled's content coordinator, where she gets to embrace her passion for writing, learning, and noun-verb agreement. In her role at Distilled, Kyra has helped clients ranging from start-ups to some of the world's biggest brands create awesome, focused content. more »

Lee LeFever

Lee LeFever is the founder of Common Craft, whose animated explainer videos are used by schools and businesses in more than 50 countries. His work established the explainer video industry, and he is the author of The Art of Explanation: Making Your Ideas, Products, and Services Easier to Understand (Wiley, 2012). His goal is ... more »