Content Marketing Crash Course

  • Kickoff: October 6, 2016
  • Duration: 6.5 hours
  • Number of classes: 12
  • Cost: $595 | You Pay: $595
  • See our group discounts for 2+
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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, planning, and (most important) the doing it takes to build 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), use a journalistic approach to content creation, and tell the stories that customers and prospects will consume, share, and act on. You'll tackle the differences between B2C and B2B content (and why there's more overlap than you think) and 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 12 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.

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

All Content Marketing Crash Course classes are 30–40 minutes long. All classes are recorded and available for viewing any time, on your computer or mobile device. Watch them at your convenience through September 2017.

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), and class notes (PDF).

Content Marketing Crash Course includes these 12 classes:

STRATEGY

How to Plan and Build Your Content Marketing Strategy

Speaker:
Michael Brenner—CEO, Marketing Insider Group

LIVE: Thursday, October 6—12:00pm–1:00pm ET

Content marketing is huge. It's still the hottest buzz phrase in town. But what does it really mean for your business? And how do you find the resources and the budget to execute an effective content marketing strategy today?

This class shares the key factors for content marketing success and how to deliver useful information to your customers without breaking the bank. Walk away with advanced tools, tactics, and templates that you can implement immediately to help you reach, engage, and convert new customers for your business and stand out from the competition.

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

  • Understand the core components of a content marketing strategy
  • Apply each component to your business to create an effective content marketing strategy
  • Define key metrics to measure the success of your content marketing programs
SETTING THE TONE

Content Strategy: Voice, Tone, and Style

Speaker:
Jennifer Bassett—Managing Editor, Outbrain

ON-DEMAND: View at your convenience, starting October 6, 2016

To stand out in today's cluttered marketplace, your brand needs a distinctive tone of voice. A style. Learn how to develop tone of voice guidelines that you and others within your organization can use to create real, on-brand stories that resonate with your target audiences.

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

  • Create tone of voice guidelines
  • Understand how to use these guidelines to create great content
  • Help team members create great content using tone of voice guidelines
FIGHTING BOREDOM

How to Write Compelling Content About Boring Topics

Speaker:
Brian Stokoe—Content Marketing Strategy Manager, Caterpillar, Inc.

ON-DEMAND: View at your convenience, starting October 6, 2016

The task of writing about boring topics may sound intimidating, perhaps even torturous, but it doesn't have to be! Watch as we show you how these supposedly "boring" subjects can be energized through storytelling techniques, visual enhancements, and creative perspectives. Learn how to employ those techniques to liven up your subject matter and become the trusted (and maybe even fun?) information source for your audience.

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

  • Develop content from the audience's point of view
  • Incorporate visuals to enhance subject matter
  • Identify opportunities for creative explanations of technical subjects
CONVERSIONS

How to Create Content That Converts for Life

Speaker:
Denise Chan—Content Marketing Manager, Bitly; Founder, Gramforacause

ON-DEMAND: View at your convenience, starting October 6, 2016

A flashy headline and compelling copy are no longer enough to cut through the noise. With more than 2 million blog posts published daily and 72% of marketers producing more content than they did last year, driving conversions is tough. In this class, discover the five steps to creating content that converts prospects into loyal customers, learn how to craft compelling headlines using rich media to boost engagement, and setting and tracking conversion goals.

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

  • Apply the five steps to create content that converts customers and builds loyalty
  • Understand how to use rich media to boost your conversion rate
  • Set and track conversion goals
B2B

Strategies B2B Content Marketers Can Learn From B2C

Speaker:
Shayla Price—B2B Content Marketer

ON-DEMAND: View at your convenience, starting October 6, 2016

As marketers, we're often head down, working on niche projects. But there's always room to learn from other industries. This class explores creative ways to connect with B2B audiences, create valuable content for diverse stakeholders, and distribute content in several channels.

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

  • Produce emotion-driven content
  • Customize content for multiple decision makers
  • Amplify brand messages through different mediums
REPORTING

Brand Publishing: The A to Z of Navigating Marketing's New Normal

Speaker:
Tessa Wegert—Freelance Business and Technology Reporter

ON-DEMAND: View at your convenience, starting October 6, 2016

Does your brand have a newsroom? An editor? A stable of seasoned journalists churning out content that can compete with traditional publishing? If not, it may be time to raise your marketing game. Brand publishing has become the new normal, used by global companies and small businesses alike. This class explores the evolution and current state of brand publishing and offers advice on why, where, and how to weave reporting into your marketing plan.

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

  • Determine where "journalism" fits into your content marketing strategy
  • Think like a journalist to identify worthy and relevant stories
  • Create credible branded content that resonates with your customers
STORYTELLING

Once Upon a Time: Why Content Marketers Need to Tell Stories

Speaker:
Lauren McMenemy—Editorial Director, NewsCred

ON-DEMAND: View at your convenience, starting October 6, 2016

What makes some content compelling, while other content falls to the spam filter in our brains? It's the same thing that has you binge-watching Netflix every weekend: interesting stories. But telling those stories is not confined to the authors of our world; the most successful content marketers out there know how to harness the art of storytelling and apply it to their marketing needs. This class shows you how a little storytelling can turn "once upon a time" into a loyal community.

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

  • Understand why storytelling is essential to your content marketing toolkit—and be armed to convince stakeholders
  • Apply tricks learned from authors and the world of fiction to your brand story and content program
  • Captivate audiences and stand out from the crowd by harnessing your brand's narratives
CASE STUDIES

Seven Secrets of Compelling Case Studies

Speaker:
Arienne Holland Overman—Product Manager, TRC Healthcare; Freelance Writer and Editor

ON-DEMAND: View at your convenience, starting October 6, 2016

It's a request some B2B content marketers dread: "Can you write up a case study?" Sure ... if the subject of your case study ever returned an email or said anything not filled with buzzwords. Learn and apply the seven secrets of compelling case studies to overcome those obstacles and deliver an interesting case study. Discover how to write case studies that go from "just the FAQs" to must-read marketing tools.

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

  • Conduct efficient research
  • Elicit engaging quotes from your subjects
  • Choose an effective format for each case study
CONNECTIONS

The Power of Connection: Create Content That People and Marketers Love

Speaker:
Samuel Kim—Senior Manager, Consumer Analytics & Research, AOL

ON-DEMAND: View at your convenience, starting October 6, 2016

More brands are becoming content creators themselves to facilitate deeper conversations with their consumers. Discover what research has shown to be the best practices for content marketing, and gain a better understanding of the motivations behind content consumption to help you become an effective cross-platform storyteller. This class also focuses on how content marketing programs drive brand metrics.

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

  • Build a content marketing program based on best practices designed to drive brand impact
  • Use research and insights throughout the entire content creation process
  • Understand what motivates consumers to seek out content so you can develop programs through the lens of the consumer
SIMPLIFICATION

Making Complicated Topics Easy to Understand

Speaker:
Ritika Puri—Founder, Storyhackers

ON-DEMAND: View at your convenience, starting October 6, 2016

Ever feel like your ideas get stuck between your mind and paper? The key is to untangle all your knowledge into a straightforward, easy-to-follow set of instructions that even your grandpa would enjoy reading. This class walks you through the proven Storyhackers process that has been successfully implemented for companies such as LinkedIn, Dun & Bradstreet, IBM, Clarity.fm, Startups.co, and more.

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

  • Simplify complex ideas into an explainable format
  • Educate a wider range of audiences more effectively
  • Build more efficient marketing conversion funnels
METRICS

Measuring Content Marketing Value

Speaker:
Liz Bedor—Senior Content Marketing Manager, Bluecore

ON-DEMAND: View at your convenience, starting October 6, 2016

Although content is still all the rage in marketing, many marketers find themselves creating content for the sake of creating content, with no real idea how to measure its impact. This class shows you how to create a measurement framework from which you will be able to document and measure the performance of your content marketing program.

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

  • Define and explain your content marketing business case
  • Identify content marketing key performance indicators (KPIs)
  • Know where to track content marketing KPIs
VIDEO

How to Plan and Produce In-House Video Blogs

Speaker:
Andrew Follett—Founder, Demo Duck and Video Brewery

ON-DEMAND: View at your convenience, starting October 6, 2016

If you're not using video in your content mix, you may be missing out on some big opportunities. Video can help humanize your brand, increase site engagement, and boost your content in organic search results. This class shows you how you can start planning for, producing, and publishing video content on your blog.

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

  • Identify and prioritize potential video topics
  • Prepare for a video shoot (pre-production)
  • Shoot, edit, and publish a video (production)

With your registration to Content Marketing Crash Course, you'll also receive these three Best of MPU classes:

STRUCTURE

Dangerously Good Content: A Marketer's How-To

Speaker:
Joel Klettke—Owner, Business Casual Copywriting

ON-DEMAND: Access today!

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.

By 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
REPURPOSING

Recycling and Reusing Your Content Effectively

Speaker:
Brian Honigman—CEO, Honigman Media

ON-DEMAND: Access today!

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.

By 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
AUTHENTICITY

The No BS Guide to Content Marketing

Speaker:
Josh Bernoff—Author, Groundswell

ON-DEMAND: Access today!

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.

By 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

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—coming soon! (a $49 value)
  3. PRO Seminar: The Broken Promise of Digital: Making the Customer the Center of What We Do (a $129 value)
  4. PRO Seminar: Unthinkable: How the World's Most Creative Marketers Do What Others Don't Dare (a $129 value)
  5. PRO Seminar: 53 Content Marketing Hacks to Double Your Engagement Rates (a $129 value)
  6. PRO Seminar: The Secret's in the Sauce (a $129 value)
  7. Take 10 Video Tutorial: Create Your Content Strategy in Eight Steps (a $10 value)
  8. Take 10 Video Tutorial: Digital Marketing Is a Circle of Trust (a $10 value)
  9. Take 10 Video Tutorial: Repurpose Content for Your Blog (a $10 value)
  10. Take 10 Video Tutorial: How to Use Content to Engage Customers Throughout the Sales Cycle (a $10 value)
  11. Plus, 3 popular bonus classes hand-picked from previous courses. You can access the recordings as soon as you register (a $387 value)

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

Andrew Follett

As the founder of Demo Duck and Video Brewery, Andrew Follett makes videos that tell stories, educate customers, explain the complex, and humanize brands.He has produced hundreds ...

Arienne Holland Overman

Arienne Holland Overman has more than 18 years of experience as a marketer and journalist. She has coordinated and executed a wide range of successful content marketing campaigns, ...

Brian Stokoe

Brian Stokoe has worked in a variety of marketing roles at Caterpillar, Inc., for more than 15 years. For the past five, Brian has led Caterpillar's social ...

Denise Chan

Denise Chan is the content marketing manager at Bitly and founder of Gramforacause. She has helps brands use content marketing to build awareness and drive conversion. She has ...

Jennifer Bassett

Jennifer Bassett is a content strategist and an editor with more than 10 years of experience. She is currently the managing editor at Outbrain, and before that, she ...

Lauren McMenemy

Over her 20-year career, Lauren McMenemy has worked in agencies, in-house, and in the media. A newspaper journalist in her native Australia for 10 years, she spent the ...

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 ...

Michael Brenner

Michael Brenner is the CEO of Marketing Insider Group and co-author of the best-selling book The Content Formula (Marketing Insider Group, 2015). Michael is recognized as a ...

Ritika Puri

Ritika Puri founded Storyhackers in 2013. Taking no money from outside investment, she has grown the business to what is now a team comprising her and co-founder Justin ...

Samuel Kim

As the senior manager of AOL's Consumer Analytics & Research team, Samuel Kim is responsible for developing consumer insights and ad effectiveness solutions for AOL clients. Samuel has ...

Shayla Price

B2B content marketer Shayla Price lives at the intersection of digital marketing, technology, and social responsibility. Shayla contributes to several publications, including Entrepreneur and the Huffington Post, and to ...

Tessa Wegert

Tessa Wegert is a freelance business and technology reporter, former media strategist, and branded content developer. Her work has appeared in such print and online publications as Adweek, Business ...

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