Content Marketing

  • Available Now: On-demand
  • Duration: 2-1/2 hours
  • Number of classes: 16
  • Cost: $199 | You Pay: $199
  • See our group discounts for 2+
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This course contains 16 classes designed to help you craft and implement an effective content-marketing strategy. Get insights on everything from creating and curating content, to optimizing and measuring its effectiveness.

You'll learn how to build a flexible content management process and utilize plain language to connect with your audience. You'll also understand how to incorporate audio, video, and blogs into your content strategy.

How does it work?

Our Content Marketing course includes 16 classes (each 6–10 minutes long). All classes are recorded and available online, anytime, on your computer or mobile device. Watch them at your convenience.

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).

Content Marketing includes these 16 classes:

STRATEGY

The Why, How, and What of a Results-Driven Content Marketing Strategy

Speaker:
Alastair Kane—SEO Executive, Strategic Internet Consulting

ON-DEMAND: View at your convenience for 12 months

This class will give you a basic understanding of why content marketing is needed for your business to succeed online. You’ll learn how to implement an effective content marketing strategy that is aligned with your goals and objectives.

CONTENT CREATION

Content Creation Simplified

Speaker:
Ryan Hanley—Director of Marketing, The Murray Group Insurance Services, Inc.

ON-DEMAND: View at your convenience for 12 months

In this class, you'll learn how to create content that keeps customers coming back for more. You'll also hear about real results that were implemented by main street professional-services businesses—no theory; just inbound marketing strategies that work with your content.

MANAGEMENT

How to Build a Flexible Content Management Process

Speaker:
Jonathan Kahn—Principal, Together London

ON-DEMAND: View at your convenience for 12 months

In this class, you will learn how to make the process of content management flexible and responsive to your needs. We'll show you how to take a cross-discipline approach through collaboration across departments that will save you time, money, and heartache. Learn how to publish useful and relevant content across websites, social media channels, and mobile apps.

CURATION

Lather, Rinse, Repeat: Content Curation Made Easy

Instructor:
Pawan Deshpande—Founder and CEO, Curata

ON-DEMAND: View at your convenience for 12 months

You'll learn what content curation is, see examples of brands that are already using it, and hear best practices on how you can get started. This class will help you cure your content woes with a solid content curation strategy.

ADAPTIVE CONTENT

Seven Essential Elements of Adaptive Content

Instructor:
Kathy Wagner—Founder and Principal Content Strategist, E3 Content Strategy

ON-DEMAND: View at your convenience for 12 months

In this class, you'll learn about adaptive content, why it's important, and the seven essential elements needed to create it: content types, content components, content models, metadata, workflow, governance, and technology.

PLAIN LANGUAGE

Plain Language: Help Your Audience Understand Your Content

Speaker:
Kathy Wagner—Founder and Principal Content Strategist, E3 Content Strategy

ON-DEMAND: View at your convenience for 12 months

In this class, you'll learn why using plain language is the right thing to do for all audiences and is critical for many. We'll cover the basics of plain-language principles, content design, content structure, grammar, and terminology.

QUALITY

The Right Way to Write Content

Speaker:
Barry Feldman—President, Feldman Creative

ON-DEMAND: View at your convenience for 12 months

Writing effective content comes naturally to some but not to others. This class will teach you how to write quality content, along with ideas for delivering colorful content that successfully merges education with entertainment.

AUDIO

Connect with Your Audience Through the Power of Audio

Instructor:
Brian Blake—Director of Marketing, ROBYN Promos

ON-DEMAND: View at your convenience for 12 months

In this class, find out why you should consider podcasting (if you haven't already) and how simple it is to get started. Learn how to reach your audience at a time when no other medium can interrupt. Streaming or downloaded, a podcast enables you to connect with your audience through the power of audio.

VISUAL APPEAL

How to Create Visually Appealing Content

Speaker:
Verónica Jarksi—Editor, MarketingProfs

ON-DEMAND: View at your convenience for 12 months

In this class, we'll arm you with tips for creating new visual content; you'll also learn to reimagine existing content in visual contexts. Plus, you'll see shining examples of how other companies and brands are using visual content to boost their visibility.

VIDEO

Bring Your Content Marketing to Life with Video

Speaker:
Tom Martin—Founder, Converse Digital

ON-DEMAND: View at your convenience for 12 months

In this class, you'll learn real-world how-to's of video creation that you can begin implementing right away. Harness the power of storytelling through video, and learn proven techniques to create better video through inexpensive lighting and audio improvements.

BLOGGING

How to Blog Like a Pro

Speaker:
Emma Siemasko—Content Marketing Specialist, Grasshopper

ON-DEMAND: View at your convenience for 12 months

In this class, you'll learn how to create a professional blog strategy from the ground up. We'll discuss why you need a focus, the building of personas, how to include company information as well as resources, and how to work with designers to create a layout that reaches your goals.

EMOTION & LOGIC

Use Emotion and Logic to Tell Your Brand's Story

Speaker:
Catherine Sherlock—Content Strategist and Storyteller, Sherlock Ink

ON-DEMAND: View at your convenience for 12 months

You'll learn how people are using emotion and logic more than ever in their buying decisions—and how to use that information to help you create powerful content marketing materials. We'll discuss how to recognize the interplay of emotion and logic with your company's buying cycle to create a framework for developing your brand's story.

LEAD GEN

How to Use Content for Effective Lead Generation

Speaker:
Kim Gusta—Copywriter and Content Expert, Kim Gusta Marketing

ON-DEMAND: View at your convenience for 12 months

In this class, you'll get tips for creating economies of scale when developing content so your marketing team isn't overwhelmed. We'll discuss the steps for creating high-quality content that generates leads, nurtures them through the buying cycle, and turns them into good prospects for your sales team.

DISTRIBUTION

Content Distribution that Empowers Your Sales Team

Speaker:
Carla Johnson—Principal, Type A Communications

ON-DEMAND: View at your convenience for 12 months

Sales and marketing need to move content closer to the buyer so that distribution resonates with the buyer and with the time, place, and format that engages the buyer best. You'll learn how content's role in the sales process has changed and how to distribute relevant content at the right place in the sales funnel.

OPTIMIZATION

The Simple Way to Optimize Your Content for Search

Speaker:
Clare Moorhouse—Search Manager, Torpedo Group

ON-DEMAND: View at your convenience for 12 months

In this class, you'll look at why content is important to both search engines and users, and get practical tips to get your content noticed. Learn how to optimize your content for search engines and how your content can work for you by delivering high levels of traffic and user engagement.

METRICS

The Content Marketing Metrics That Matter Most

Speaker:
Aaron Dun—Marketing Strategist

ON-DEMAND: View at your convenience for 12 months

Learn how to measure the impact of your content marketing. Discover the metrics that matter most when justifying the investment in content marketing to your executives and to ensure you are driving a program that delivers results.

Aaron Dun

Aaron Dun has nearly 20 years of experience running marketing programs for high-growth venture-funded companies and publicly traded global organizations. In addition to building highly visible technology brands, ...

Alastair Kane

Alastair Kane is an SEO executive at Strategic Internet Consulting, a digital marketing agency based in the UK specializing in open source Web development, local and international SEO ...

Barry Feldman

Barry Feldman is president of Feldman Creative. He creates compelling content by telling stories. He's a content marketing strategist, copywriter, creative director, and speaker as well as an author. ...

Brian Blake

Brian Blake is the director of marketing for ROBYN Promotions, the owner of B2design, and a past president of the Oklahoma City chapter of the American Marketing ...

Carla Johnson

Carla Johnson helps marketing and sales teams work together to deliver content that enables sales to build stronger brand awareness, better customer engagement, and—ultimately—revenues. Carla's a consultant ...

Catherine Sherlock

Catherine Sherlock is a communications professional and sustainability strategist at Sherlock ink. She has more than 15 years of consulting experience leading and working on varied teams and ...

Clare Moorhouse

Clare Moorhouse is Search manager at Torpedo Group, a fully integrated digital and creative agency based in the UK. Clare has many years of experience in the ...

Emma Siemasko

Emma Siemasko is a writer, storyteller, blogger, and marketer. She works as a content marketing specialist at Grasshopper, the entrepreneur's phone system. Emma also foundedFrog2Prince,an online ...

Jonathan Kahn

Jonathan Kahn organizes events (Dare Conference, Confab London, London Content Strategy Meetup), presents worldwide (CS Forum, Confab, IxDA [Interaction Design Association] Dublin, Webdagene Oslo), and writes (A List ...

Kathy Wagner

As a founding partner of Content Strategy Incorporated, Kathy is responsible for project strategy and content strategy vision for their clients. She has over 10 years of ...

Kim Gusta

Kim Gusta is a copywriter and content expert for high-tech companies. With more than 15 years' experience in corporate high-tech marketing, she understands the unique nuances of marketing ...

Pawan Deshpande

Pawan Deshpande's work as the founder and CEO of Curata has been recognized through the 2010 Boston Business Journal's 40 under 40 Award and through the Massachusetts Technology ...

Ryan Hanley

Ryan Hanley is the director of marketing for The Murray Group Insurance Services, Inc. On his content marketing blog, Content Warfare, he discusses the tips, tactics, and ...

Tom Martin

As an internationally recognized digital marketing keynote speaker, a blogger, founder of Converse Digital, and the author of The Invisible Sale (Que Publishing, forthcoming), Tom Martin teaches ...

VerĂ³nica Jarski

Verónica Jarski is the editor of the Daily Fix blog and a MarketingProfs illustrator. She wields her colored pencils and Sharpies to create illustrated slideshows, visual sketch notes, ...