Content Marketing Crash Course

  • Available Now: On-demand
  • Duration: 6 hours
  • Number of classes: 11
  • Cost: $595 | You Pay: $595
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This course is designed to not only provide you with the inspiration, tools, and tactics for creating great content, but also with the know-how to get your content in front of the right audiences with the right message at the right time.

You'll get an insider's look at the strategy, thinking, and planning that go into building an economical and sustainable content marketing program, regardless of business size or budget. Content Marketing Crash Course will give you easy-to-implement techniques you can begin using right now!

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 (and why you need more content, not less).

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.

How does it work?

Content Marketing Crash Course includes 11 classes (each 30–40 minutes long). These classes are recorded and available online, anytime, on your computer or mobile device. Watch them at your convenience for 12 months. Click on the Topics tab to see the list of topics and the Instructors tab to view the class instructors.

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 class notes (PDF).

Once you view all of the classes, you can download a Certificate of Completion (PDF).

Content Marketing Crash Course includes these 11 classes:

QUALITY

The Secret's in the Sauce

Speaker:
Ann Handley—Chief Content Officer, MarketingProfs

ON-DEMAND: View at your convenience for 12 months

You don't need more content; you need better content. You need your content to attract, well... the people you want to attract. But what does "better" content mean? And how can you get some? In this class, we'll deliver the keys to creating better content. With equal doses humor, inspiration, and how-to, Ann Handley will share the secret ingredient to making your content stand out in a way that's uniquely yours.

At the end of this class, you'll be able to:

  • Tell better (and braver!) stories, using stronger, more ripped writing and a unique point of view
  • Create best-of-breed content to attract the people you want (and repel the ones you don't)
  • Determine when to be a little outrageous (and when to dial it back)
STRUCTURE

Dangerously Good Content: A Marketer's How-To

Speaker:
Joel Klettke—Owner, Business Casual Copywriting

ON-DEMAND: View at your convenience for 12 months

Everybody talks about the importance of writing "great content"—but how many marketers actually know how to get it done? Never fear: process makes perfect! In this class, you'll learn powerful processes for planning, writing, and evaluating content. By the time we're finished, you'll have tons of actionable tips you can start using immediately to make your content stronger and more effective while getting rid of headaches along the way.

At the end of this class, you'll be able to:

  • Identify gaps in your content and know what you need to create next
  • Plan a content campaign from ideation to execution
  • Slash costs on content creation (without compromising quality)
  • Evaluate your content in a meaningful way
ADVERTISING

Top Ten Paid Social Media Advertising Hacks of All Time

Speaker:
Larry Kim—Founder and CTO, Wordstream

ON-DEMAND: View at your convenience for 12 months

Pay-per-click (PPC) marketing, social media, and content remarketing are rapidly converging. To continue to be successful in today's digital world, you must integrate both your paid and organic teams. This class will cover some of the coolest PPC opportunities on Facebook, Twitter, LinkedIn, and YouTube. We'll be discussing strategies such as content remarketing, using paid social promotion to increase organic exposure, targeting fans with post engagement ads on Facebook, and methods to target fans on Twitter.

At the end of this class, you'll be able to:

  • Amplify your content using social media
  • Generate sales and qualified leads for your business
  • Increase organic exposure
STORY STRATEGY

The Building Blocks Every Company Needs for a Kick-Ass Story Strategy

Speaker:
Kathy Klotz-Guest—Founder, Keeping It Human

ON-DEMAND: View at your convenience for 12 months

Does your company have a story strategy? Most companies don't. But before you jump into the tactics of content marketing, you have to know which stories you should be telling. Every company needs certain stories that include: the overarching core purpose story; the brand story; and customer, product, and advocate stories. This course will focus on building your story strategy, ways to scale your storytelling resources, and how to test and learn what works.

At the end of this class, you'll be able to:

  • Uncover components needed for a story strategy that powers great content
  • Differentiate story types and understand how they work together
  • Create tactical stories that support the strategic corporate and brand story
REPURPOSING

Recycling and Reusing Your Content Effectively

Speaker:
Brian Honigman—CEO, Honigman Media

ON-DEMAND: View at your convenience for 12 months

As marketers, we never seem to have the time, resources, or insights required to create the perfect piece of content, let alone distribute that content in the precise channels with exactly perfect timing. Many marketers end up with a bunch of content that's deemed "good enough." But what if there was another way? In this class, you'll discover how to build one really great piece of content that can be repurposed into many formats, increasing both the potential audience reach and its value for the business.

At the end of this class, you'll be able to:

  • Create valuable content worth repurposing
  • Choose which formats are right for repurposing your content
  • Ensure that each piece of repurposed content is effective
INTERNATIONAL

How to Rapidly Grow Your Audience with International Content Marketing

Speaker:
Art Enke—Digital Marketer, Vertical Measures

ON-DEMAND: View at your convenience for 12 months

Did you know there are over three billion Internet users worldwide? In this class, you'll learn simple but effective ways to expand your content marketing efforts to an ever-growing international audience. Learn effective Google-friendly strategies to identify, prioritize, and target your international audience today.

At the end of this class, you'll be able to:

  • Use Google Analytics to identify and prioritize international site visitors
  • Avoid Google algorithmic penalties by implementing "hreflang" tags
  • Test and deploy a high-conversion international content strategy
CONTENT STRATEGY

How to Plan Your Core Strength Content Strategy

Speaker:
Phaedra Hise—Owner, Media103

ON-DEMAND: View at your convenience for 12 months

Your team has a good story to tell, ideas for content to support that story, and targeted channels—now it's time to build the plan for using that content. The Core Strength Strategy plan is a week-by-week schedule that radiates core stories out through targeted channels, including social media, website, and eNewsletters. With this plan in place, channel managers (even interns!) can execute a powerful and flexible content strategy, guaranteed to put eyeballs on your story.

At the end of this class, you'll be able to:

  • Determine proper cadence for refreshing content
  • Create the right balance between structure and flexibility
  • Effectively mix archived and new content
COMMUNITY

Content and Community: It's a Two-Way Street

Speaker:
Sarah Judd Welch—CEO and Head of Community Design, Loyal

ON-DEMAND: View at your convenience for 12 months

It's no secret that community and content often go hand-in-hand. From onboarding, education, and support; to success stories, inspiration and loyalty; content is one of the most powerful tools for building community. And community is one of the greatest assets for developing content. This class focuses on how to leverage content for community, and using community for content, to create a mutually beneficial relationship.

At the end of this class, you'll be able to:

  • Discuss the difference between an audience and a community
  • Leverage content marketing to build and engage a community
  • Use community insights to shape your content strategy
AUTHENTICITY

The No BS Guide to Content Marketing

Speaker:
Josh Bernoff—Author, Groundswell

ON-DEMAND: View at your convenience for 12 months

In this class, we'll learn a new way to write content for the web: powerful, direct, and to the point. We'll leave press releases, equivocation, and passives behind as we embrace a new way to think about writing. When we're done, your writing will be brief, clear, and perfectly tuned to generate action.

At the end of this class, you'll be able to:

  • Quickly identify the flaws in your writing, and self-edit
  • Write powerful, short, and effective titles and summaries
  • Make the most of existing resources to improve your writing
ROI

How to Calculate Content Marketing ROI

Speaker:
Liz Bedor—Content Marketing Strategist, NewsCred

ON-DEMAND: View at your convenience for 12 months

Despite the widespread adoption of content marketing, many marketers still struggle to communicate and calculate the ROI of their programs internally. Some executives still view content as "just the latest trend" in marketing and don't see the business value in providing useful, relevant, and consistent content for their customers and prospects. In this class, you'll learn to measure your content marketing program and demonstrate quantifiable value you can take to the bank.

At the end of this class, you'll be able to:

  • Measure and calculate the value of brand awareness
  • Determine the exact value of your brand's health
  • Measure and report the ROI of your content marketing conversions
INTEGRATION

The King Is Dead: Long Live Marketing Integration

Speaker:
Meegan Kauffman—Marketing Manager, Socedo

ON-DEMAND: View at your convenience for 12 months

Content can't rule without strong SEO, social, and a solid user experience. The truth is, there is no king. Marketing is a shared society, and that's a good thing. An integrated strategy is essential for building a seamless and delightful online experience. Learn how SEO, content, social media, and UX work together, and how to build an integrated strategy for all.

At the end of this class, you'll be able to:

  • Explain how SEO, content, social media, and UX all depend (and build) on each other in digital marketing
  • Integrate your marketing efforts to build brand loyalty
  • Use audience research to build the foundation for integration

As a Content Marketing Crash Course student, you'll also receive these free course materials (over $1,200 value):

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already a PRO member (a $99 value)*
  2. An all-new MarketingProfs How-To Guide (a $49 value)
  3. PRO Seminar: How to Build a Successful Content Marketing Plan (a $129 value)
  4. PRO Seminar: Hooked: How to Create Addictive Content for Your Brand (a $129 value)
  5. PRO Seminar: How to Use Video to Ensure a Great Buying Experience (a $129 value)
  6. PRO Seminar: Creating Trustworthy Content (a $129 value)
  7. Take 10 Video Tutorial: How to Use Content to Engage Customers Throughout the Sales Cycle (a $10 value)
  8. Take 10 Video Tutorial: How to Guide Customers Through Your Content (a $10 value)
  9. Take 10 Video Tutorial: Digital Marketing Is a Circle of Trust (a $10 value)
  10. Plus, 4 popular bonus classes hand-picked from our past courses. You can access the recordings as soon as you register (a $516 value)

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

Ann Handley

In addition to being Chief Content Officer of MarketingProfs, Ann Handley is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program, ...

Art Enke

Art Enke is a digital marketing professional with extensive in-house and agency SEO experience. He has worked with many Fortune 500 brands including Home Depot, ...

Brian Honigman

Brian Honigman is the CEO of Honigman Media, a consultancy that provides strategy for content marketing and social media. Brian has worked with startups like ...

Joel Klettke

After spending years arm wrestling Google at an agency, Joel now combines his digital experience and his love of writing to help businesses write content ...

Josh Bernoff

Josh Bernoff has co-authored three books on business strategy, including the best-selling Groundswell. With instincts honed by 20 years as an analyst at Forrester Research, ...

Kathy Klotz-Guest

A marketing storyteller and improviser, Kathy Klotz-Guest is the founder of Keeping it Human, whose mission is to help others tell compelling stories. She has ...

Larry Kim

Larry Kim is the founder and Chief Technology Officer of Wordstream. He has been named "most influential PPC expert" by PPC Hero for three years ...

Liz Bedor

Liz Bedor is a senior content marketing manager at Bluecore, a leading customer experience platform in New York City. Before joining Bluecore, she worked at NewsCred, where she ...

Meegan Kauffman

Meegan Kauffman is the Marketing and Lead Generation Manager at Socedo, an automated social media lead-generation company. She has been working in the marketing realm ...

Phaedra Hise

Phaedra Hise is the owner of Media103, which works on content marketing strategy and execution for clients including American Express, Fuel Rewards, Edible Feast and ...

Sarah Judd Welch

Sarah Judd Welch is the CEO and Head of Community Design at Loyal, a community development agency that focuses on solving business problems, increasing engagement, ...

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Testimonials

Phaedra Hise's presentation was a real home run. Engaging examples and a really infectious, genuine and knowledgeable presenter. Well done.

Mo Oishi

I thoroughly enjoyed this presentation. It really lit some inspiration in my soul.

Kristine Marchetti

In general, I think these are great professional development courses based on the content (valuable and informative) and the layout (convenient, allows you to go at your own pace). I also like that it's not all about the courses, there's supplemental material too.

Shannon Shapiro

This course contains so much helpful information....money and time well spent!

Felicia Pope