Content Marketing Crash Course

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Already registered? Access classes and course materials.

This course is designed for marketers who have the basics of content marketing down but are looking for a behind-the scenes look at the strategy, thinking, and planning that go into building a sustainable content marketing program.

MarketingProfs University's Content Marketing Crash Course will give you hands-on tools and tactics that you can implement right now!

You'll learn how to find your audience, create the type of content they're looking for, and deliver it within the channels they're using. We'll show you how to create exciting content around any topic (even the boring stuff) and tell the stories that customers and prospects will consume, share, and act on. You'll walk away with the knowledge to conclusively show how your content marketing program is positively affecting your bottom line.

During these 11 classes, you'll discover how to create a wealth of ideas so you can keep on publishing, worry-free. Our expert instructors will provide invaluable information as well as answer your questions in our exclusive Content Marketing Crash Course Facebook group.

Everybody WritesPLUS, you'll receive a free copy of Ann Handley's newest book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, when you enroll in Content Marketing Crash Course. She shows you the power of storytelling, how to choose your words wisely, how to write with economy and style, and provides a comprehensive list of resources that will help power your content marketing program. It's the definitive guide to producing powerful content that attracts and retains customers.

And she wants YOU to have it! Register today to get your copy.


How does it work? Content Marketing Crash Course includes 11 classes (a 90-minute kickoff class followed by ten 30-45 minute classes). The entire course is 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 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.

$1,000 worth of materials absolutely free!

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

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already PRO (a $99 value)*
  2. Pump Up the Volume: How to Create a High-Frequency Content Development System The all-new MarketingProfs How-To Guide, Pump Up the Volume: How to Create a High-Frequency Content Development System (a $49 value)
  3. Ann Handley's new book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (an $18 value)
  4. PRO Seminar: Using Visual Stories to Create an Urge to Act (a $129 value)
  5. PRO Seminar: Content Marketing Trends to Kick-Start Your Communications Plan (a $129 value)
  6. PRO Seminar: How to Avoid Content Creation Overload (a $129 value)
  7. Take 10 Video Tutorial: How to Map Your Skills to Boost Your Content Project Success (a $10 value)
  8. Take 10 Video Tutorial: Stop Wasting Your PowerPoints! How to Squeeze All the Good Stuff Out (a $10 value)
  9. Take 10 Video Tutorial: How to Ensure Your Target Audience Views Your Content (a $10 value)
  10. Plus, 3 popular bonus classes hand-picked from previous courses (a $387 value)

*Corporate PRO memberships and group MPU ticket purchasers are not eligible for the complimentary PRO membership or extension.


Content Marketing Crash Course includes these 11 class topics:

  1. VISION: Capitalizing on the content marketing obsession
  2. AUDIENCE: Finding and guiding your audience throughout each state of the buyer's journey
  3. B2B: Building a content marketing strategy
  4. VOICE: Creating compelling content for boring topics
  5. MOBILE: Developing your brand's unique voice
  6. STORYTELLING: Storytelling as marketing
  7. BRANDING: Determining ideal content formats
  8. CREATION: Efficient content creation
  9. DISTRIBUTION: Content distribution strategy
  10. ANALYSIS: Content marketing ROI analysis
  11. INSIGHTS: Learning what works (and what doesn't)


VISION

Capitalizing on the Content Marketing Obsession

Speaker:
Ginger Conlon—Editor-in-Chief, Direct Marketing News

ON-DEMAND: View at your convenience for 12 months

Many marketers are obsessed with content marketing—understandably so. The upside is significant. But so are the considerations: What's the right long-term strategy, and the ideal content and channel mix to support it? Who should create and distribute the content? Which success metrics are best? Having a comprehensive content plan is the only way to ensure that marketers' efforts will pay off. This class covers the core elements of creating a lucrative content strategy.

You will learn:

  • How to determine the optimal goals and success measurements
  • Best practices for creating an editorial calendar that considers objectives, customer interests, and customer life stage
  • To ensure that content creation, distribution, measurement, and optimization are constantly feeding and reinforcing one another

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AUDIENCE

How to Find and Guide Your Audience Through Each Stage of the Buyer's Journey

Speaker:
Nicole Karlis—Content Manager, Scripted.com

ON-DEMAND: View at your convenience for 12 months

High-quality content isn't the only tool you need to start a successful content marketing machine. Marketers must understand who their audience is, where they are in the buying cycle, and what type of content that audience is eager to consume before executing and planning an entire content marketing strategy. This class explores how to create valuable content for consumers who will keep coming back for more—no matter where they are in the buyer's journey.

You will learn:

  • Best practices for developing a valuable audience
  • How to identify where consumers are in the sales funnel
  • The type of content you should create for each stage of the buyer's journey

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STRATEGY

The Building Blocks Framework: Building a Content Marketing Strategy

Speaker:
Noah Brier—Co-Founder and CEO, Percolate

ON-DEMAND: View at your convenience for 12 months

The three primary challenges driving the need for a more systematic approach to content are efficiency, efficacy, and consistency. But a system is only as good as the framework it revolves around. This class explores the building blocks of content marketing, which can guide how you create a content marketing strategy and execute it, and covers the three major questions to answer to drive that strategy.

You will learn:

  • How to determine who your audience is
  • The major communications objectives you should have for your audience
  • How to identify your major brand pillars

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B2B

How to Create Compelling Content for Boring Topics

Speaker:
Phaedra Hise—Editorial Director, LoyaltyOne

ON-DEMAND: View at your convenience for 12 months

In a "boring" field, the bar is low for content. You can score a big win by making your content more interesting than the competition's. Embrace the challenge—anyone can create interesting and compelling content about food, sex, or travel, but how about computer routers? Glass windows? Loyalty marketing? Via some real-life examples, learn how to make boring topics fascinating.

You will learn:

  • How to identify the passion inherent in your topic, and who can help you find it
  • Where to discover the most compelling stories in your field, those that readers care about
  • When it's OK to generate your own topic material

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VOICE

How to Develop Your Brand's Unique Voice

Speaker:
Julie Polk—Senior Writer, Siegel+Gale

ON-DEMAND: View at your convenience for 12 months

In an age where everyone has a microphone, having a distinctive and authentic voice is more important than ever. Voice is the external expression of what makes us unique. It creates a dialogue with the people who consume your product or service, whether it's books, telescopes, or investment advice. But voice isn't a veneer—it can't be imposed, or invented by committee. This class helps you find the voice that truly reflects your organization.

You will learn:

  • How to identify the attributes of your specific, authentic voice
  • To ensure your voice has a broad-enough range of expression to support your brand
  • Several techniques for putting your new voice into practice

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STORYTELLING

Storytelling Is Marketing

Speaker:
Justice Mitchell—Global Director of Social Media, Kaseya; President and Founder, Big Block Studios

ON-DEMAND: View at your convenience for 12 months

For as long as we've been sitting around campfires and sharing stories, we have been perfecting the art of creating a vision for our audience. This class provides a firm understanding of how modern marketers use the time-honored tradition of storytelling to weave a narrative into the fabric of an advertising message. Explore ways to not only develop great relationships with your target consumers but also allow them to participate in the brand's campaigns.

You will learn:

  • To recognize and use modern storytelling in advertising
  • How to create an integrated marketing campaign that includes a "story arc"
  • The impact that letting the audience off leash can have

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BRANDING

Content Formats: Which Is Best for Your Brand?

Speaker:
Tessa Wegert—Communications Director, Enlighten

ON-DEMAND: View at your convenience for 12 months

A big part of conceiving and executing great branded content is knowing which format is best suited to your needs. Should you invest in a native ad or a social video? Is a long-form LinkedIn post or a shared slideshow right for your campaign? This class looks at specific formats such as Vine, Instagram video, Tumblr, LinkedIn, and SlideShare, along with platform-agnostic options such as personalized apps and online films.

You will learn:

  • The format options available, from social media mainstays to out-of-the-box opportunities that are up-and-comers to the digital media scene
  • How to make the most of the format you select with the help of real-world examples
  • How to ensure your branded content is discovered and shared online

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CONTENT MARKETING HACKS

There's a Hack for That: Efficient Content Creation

Speaker:
Ann Handley—Chief Content Officer, MarketingProfs

ON-DEMAND: View at your convenience for 12 months

Content marketing represents a rich opportunity for companies. But still, businesses small and large have certain constraints, and often-ungenerous realities. What if you have limited time and resources to commit to content creation? What can you do to maximize your content creation efforts to produce something worthwhile? What's reasonable and sustainable? In this ultra-tactical class, be prepared to roll up your sleeves and get your hands dirty as our own Ann Handley offers some of her favorite "content hacks" to create content that's worth sharing.

You will learn:

  • Low effort, high-impact tools to create and amplify your content efforts
  • How to discern which content is worth focusing on, and which you can subtly "forget about"
  • Tools that will help you find new audiences for your existing content

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DISTRIBUTION

Building a Content Distribution Strategy

Speaker:
Jesse Noyes—Senior Director of Content Marketing, Kapost

ON-DEMAND: View at your convenience for 12 months

Content is at the center of marketing. It fuels the channels you use to communicate and is a critical asset in converting your target customers during their decision-making process. But how do you identify the most effective distribution channels and tactics for your business and then design a cohesive strategy? In this class, learn how to build and execute a multichannel content distribution strategy that reaches, engages, and nurtures your audience while leading them down the path toward purchase.

You will learn:

  • How to identify the right content delivery channels for your business
  • Distribution tactics specific to the top, middle, and bottom of the sales funnel
  • How to measure the business impact of your efforts

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ANALYSIS

Content Marketing ROI

Speaker:
Nick Edouard—Co-Founder and Executive Vice President, Sales and Marketing, LookBookHQ

ON-DEMAND: View at your convenience for 12 months

Determining the return on investment of your content marketing efforts has never been more important. After all, if content marketing isn't having an impact on the bottom line, then what's the point? This class explores some of the most vexing questions when attempting to determine ROI: What content assets did your prospects engage with as part of their buying journey? Which assets are converting? With what content does a high-quality marketing-qualified lead engage?

You will learn:

  • What content marketing ROI is and why it's important
  • How to track and measure content marketing ROI, including best practices and success cases
  • Simple tactics to increase content marketing ROI

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INSIGHTS

Quantify Content By Learning What Works

Speaker:
Ian Lurie—Chairman and Principal Consultant, Portent

ON-DEMAND: View at your convenience for 12 months

You've published your content—now what? How do you measure success? Although measuring content value isn't an exact science, this class shows you how you can really narrow things down and start pulling together a bona-fide measurement plan.

You will learn:

  • To select the right metrics and tie them to your business goals
  • How to connect business goals to content
  • How to use what you learn to make a case for content

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Get Started Today

Start taking this course for just $595.00

Price includes all learning materials necessary to complete this training. You’ll receive a Certificate of Completion at course end.

See our group discounts for orders of 2+.

 

Instructors

Ann Handley

Ann heads up all of the content at MarketingProfs. As the first Chief Content Officer in the world, she is a veteran of creating and managing digital content to build relationships for organizations and individuals. She is the author of the brand-new book Everybody Writes (Wiley, 2014) and co-author of the best-selling book on content ... more »

Ginger Conlon

As editor-in-chief of Direct Marketing News, Ginger Conlon develops and directs its editorial vision and content strategy. She was cited in the "Top 100 Most Social Customer Service Pros on Twitter," and "Top 25 CRM Influencers You Should Be Following" lists. She's contributed to Capitalizing on Voice of the Customer, CyberSelling (Peak Sales Consulting, 2006), and ... more »

Ian Lurie

Ian Lurie is chairman and principal consultant at Portent, an Internet-marketing company he started in 1995. He's recorded online training classes, writes regularly for the Portent blog, and has been published on AllThingsD, Forbes.com, and TechCrunch. He speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference, and ad:tech. more »

Julie Polk

Julie Polk is a senior writer at global branding firm Siegel+Gale, where she uses her extensive background as a performer and teacher to help clients find their true voices. She loves teaching workshops that shake people out of their everyday routines and lead to new discoveries. more »

Justice Mitchell

Justice Mitchell brings two decades of experience in concepting, designing, and deploying integrated marketing campaigns. At present he is responsible for various marketing and social business objectives that emerge from his 12-year-old consulting practice named Big Block Studios. more »

Nick Edouard

Nick Edouard is co-founder of and executive vice president of Sales and Marketing at LookBookHQ, a leading marketing technology company. Companies such as ADP, Merrill Corporation, DocuSign, and Cetera Fiancial Group use LookBooks to engage their prospects with the right content and track their engagement. He ardently encourages engagement while having a prospect's attention and, ... more »

Nicole Karlis

As content manager at Scripted.com, Nicole Karlis manages the content strategy, social media, co-marketing opportunities, and more. She enjoys writing about ways to improve the quality of online content as well as best practices in content marketing. Hailing from the journalism world, Nicole spent the first part of her career as a celebrity news ... more »

Noah Brier

Noah Brier is co-founder and CEO of Percolate, a New York City–based technology company. Percolate helps brands create content at social scale, working with companies such as American Express, General Electric, Nokia, and MasterCard to publish content across social channels and branded websites. Before founding Percolate, Noah was executive director of strategy at The Barbarian ... more »

Phaedra Hise

Phaedra Hise, editorial director at LoyaltyOne, a global leader in coalition loyalty programs, customer analytics, and loyalty services for Fortune 1000 clients around the world. She has 20 years of experience working with global brands including Time Warner, the Wall Street Journal, and Inc. Phaedra has authored five books on business, marketing, and other niche ... more »

Tessa Wegert

Tessa Wegert is a journalist and media strategist working at the crossroads of storytelling and technology. She writes for ClickZ, Contently, Tribune Media Group's ChicagoNow, and the Content Marketing Institute. Tessa also manages marketing communications for Enlighten, one of the nation's first interactive marketing firms with a focus on creating rich consumer experiences on behalf ... more »