High-Performance Content Marketing

  • Available Now: On-demand
  • Duration: 6-½ 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. High-Performance Content Marketing will give you easy-to-implement techniques you can begin using right now!

We'll show you how to build the perfect personas for any audience, determine what exactly that audience is looking for (and how to give it to them), keep your content creation ideas fresh, and tell the stories that customers and prospects will consume, share, and act on. You'll learn the power of visual content (and why a picture truly is worth a thousand words) and will 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 Facebook group.

All High-Performance Content Marketing classes are 30–40 minutes long and are recorded and available for viewing any time, 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), and class notes (PDF).

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

High-Performance Content Marketing includes these 12 classes:

ARCHITECTURE

Create More Compelling Content Using a Custom Content Architecture

Speaker:
Shelly Bowen—Chief Content Strategist, Pybop, LLC

ON-DEMAND: View at your convenience for 12 months

Whether you're just getting started in the world of content marketing or have been at it for a while and are looking to optimize your current strategy to make it more effective, this class will show you how to create a content architecture blueprint. This blueprint—covering your core messaging priorities—will act as your guide, taking you from process to execution, and will be customized to meet your company's needs and goals.

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

  • Determine what kind of content architecture you need
  • Design a (fun!) process for gathering the right information
  • Gain support and approval to utilize the architecture throughout the entire content marketing process
PERSONAS

Defining Your Audience, From Simple Segments to Perfect Personas

Speaker:
Andrea Fryrear—Founder and Chief Content Officer, Fox Content

ON-DEMAND: View at your convenience for 12 months

Content marketing is, first and foremost, all about the audience. That means that an effective content team needs to establish a deep and meaningful link to the people they're creating content for. In this class, we'll explore three ways to make these connections: audience segments, traditional personas, and minimum viable personas. When used in the right context, each one can bring you closer to the most important people in the content world: your audience.

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

  • Effectively segment your audience
  • Establish a process for crafting personas
  • Learn to use an Agile marketing approach to speed up your work
STRATEGY

How to Plan and Build a Can't-Fail Content Marketing Strategy

Speaker:
Michael Brenner—CEO, Marketing Insider Group

ON-DEMAND: View at your convenience for 12 months

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 shows 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:

  • Recognize the core components required for a content marketing strategy
  • Create an effective content marketing strategy
  • Measure your content marketing programs
AUDITS

How to Conduct a Content Audit and Assess Content Needs

Speaker:
Paula Land—Founder and Principal Consultant, Strategic Content

ON-DEMAND: View at your convenience for 12 months

Creating the best content experience begins with knowing what you have and assessing how it can improve. Whether you are planning a new content initiative or just managing content over time, how do you know what is working and what isn't? Where would you begin to assess the current state of your content?

In this class, you'll learn how to identify what you have and what's working. And once you know this, you'll be able to turn that knowledge into content intelligence—useful, actionable tactics for future content development and improvement!

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

  • Analyze your existing content
  • Assess your content needs
  • Audit your content against business and user goals
IDEATION

I Have No Idea: How to Generate Fresh Ideas for Content Marketing

Speaker:
Jason Falls—Founder, Conversation Research Institute

ON-DEMAND: View at your convenience for 12 months

Content marketing drives nearly every part of your marketing strategy, but you don't want it to become a grind. Churning out the same old content day in and day out means eventually your message will become stale to your target consumers. In this class, you'll find a number of techniques to drive ideation around your content marketing, keeping your ideas fresh and engagement alive.

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

  • Identify weak areas in your content editorial
  • Generate fresh content by using new techniques
  • Plan ahead to keep the good ideas flowing
STORYTELLING

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

Speaker:
Lauren McMenemy—Founder and Chief Content Officer, The Content Type

ON-DEMAND: View at your convenience for 12 months

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 auteurs 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:

  • Learn how storytelling is critical to content marketing success
  • Adopt storytelling techniques to make any brand more interesting
  • Attract readers with a consistent and compelling brand narrative
CONNECTIONS

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

Speaker:
Samuel Kim—Associate Director, Consumer Analytics and Research, AOL

ON-DEMAND: View at your convenience for 12 months

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:

  • Develop a content marketing program rooted in best practices
  • Learn to apply research and insights in the content creation process
  • Analyze consumer motivations so you can develop content programs they identify with
REVENUE GENERATION

How to Create Content That Sells

Speaker:
Mack Collier—Digital Marketing and Content Strategist

ON-DEMAND: View at your convenience for 12 months

If your business is creating content, then you want that content to generate sales. Yet many businesses struggle with creating content that sells due to not understanding what their customers are ready to buy. This class will show you how to identify what it is your prospects and customers need, and how to create content that converts visitors into buyers.

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

  • Identify content types appropriate for each stage in the buyer's journey
  • Learn how to evolve your content from awareness-focused to sales-focused
  • Write calls to action that move prospects along the conversion path
VISUALS

The Power of Visual Content

Speaker:
John T. Meyer—Co-Founder and CEO, Lemonly

ON-DEMAND: View at your convenience for 12 months

We live in a visual world. The human attention span is shorter than the goldfish and you have just a matter of seconds to capture your audience. To do so effectively, you need visuals! In this class, you'll learn why all content MUST have a visual component, and the best tips and tools for making your visual content work. We'll examine the use of infographics, GIFs, microcontent, and more.

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

  • Recognize where visual content is most useful
  • Follow a framework to create informative visual content
  • Identify useful tools to help make visual content creation more efficient
SCALABILITY

10X Content Production for Teams of All Sizes

Speaker:
Ben Sailer—Blog Manager, CoSchedule

ON-DEMAND: View at your convenience for 12 months

When your business grows, your content needs will, too. However, your budget and resources may not increase accordingly. So, what's a busy marketer to do?

The answer is to develop 10X content production processes that make the most of every available asset, meeting the needs of both your audience and your business alike. From tips for repurposing content to developing efficient team workflows, you'll learn how to successfully scale content production for teams of any size without cutting corners.

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

  • Discover how to effectively and creatively repurpose content
  • Develop efficient workflows to create more and better content in less time
  • Learn how to meet reader demand without adding new staff
CONTENT STRATEGY

How to Plan Your Core Strength Content Strategy

Speaker:
Phaedra Hise—Vice President, Content & Social Media, Legacy Navigator

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 e-newsletters. With this plan in place, channel managers (even interns!) can execute a powerful and flexible content strategy, guaranteed to put eyeballs on your story.

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

  • Determine a good schedule for refreshing existing content
  • Develop an elastic process for content planning and production
  • Effectively mix archived and new content
CONTENT MARKETING

How to Map Content Marketing Objectives to Trackable Metrics

Speaker:
Kane Jamison—Founder, Content Harmony

ON-DEMAND: View at your convenience for 12 months

The latest research from MarketingProfs and the Content Marketing Institute found that measuring content effectiveness is the second-biggest challenge for B2B marketers, followed closely by measuring the ROI of content marketing. What content marketing objectives matter most to your organization, and can you map them to trackable metrics? In this class, we'll show you how to put together a comprehensive content measurement model that will help you gain stakeholder and client buy-in.

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

  • Determine the content marketing objectives that matter most to your organization
  • Map those objectives to trackable metrics
  • Learn how content marketing metrics fit into a typical customer journey and sales funnel

With your registration to High-Performance Content Marketing, you'll also receive these two Best of MarketingProfs classes:

TRENDS

Writers Need to Know Content Trends, Too

Speaker:
Julia McCoy—Founder and Author, Express Writers

ON-DEMAND: Access today!

To be effective, good content marketers must understand what their audiences want to read and need to know. But to reach and influence prospects, writers also have to follow and leverage content trends. From self-service to awareness of fake news, readers long for disruptive sincerity. In this class, you'll learn about how to use the latest market preferences to improve your content's trust factor.

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

  • Recognize content marketing trends and the implications they have on your work
  • Improve your content workflow and efficiency
  • Incorporate emerging content marketing trends in your writing to outpace and outperform competition
FIGHTING BOREDOM

How to Write Compelling Content About Boring Topics

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

ON-DEMAND: Access today!

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

As a High-Performance Content Marketing student, you'll also receive these free course materials (over $650 value):

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already PRO (a $99 value)*
  2. MarketingProfs How-To Guide—Pump Up the Volume: How to Create a High-Frequency Content Development System (a $49 value)
  3. PRO Seminar: How to Adapt: Creating a Content Strategy for Mobile (a $129 value)
  4. PRO Seminar: The Content Formula: How to Create and Measure Content That Converts (a $129 value)
  5. Take 10 Video Tutorial: Eight Steps to Making Great Smartphone Videos (a $10 value)
  6. Take 10 Video Tutorial: Nine Things to Remove From Your Website (a $10 value)
  7. Plus, 2 popular bonus classes hand-picked from previous courses. You can access the recordings as soon as you register (a $258 value)

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

Andrea Fryrear

Andrea is the founder and Chief Content Officer for Fox content, an agile content marketing consultancy. She's also the author of Death of a Marketer: Marketing's Troubled ...

Ben Sailer

Ben is the Blog Manager at CoSchedule. His specialties include blogging, content strategy, SEO, social media, and email marketing.

Jason Falls

Jason Falls is a widely read and respected voice in the digital marketing and social media industries. He spends much of his time analyzing online conversations for ...

John T. Meyer

John T. Meyer is co-founder and CEO of Lemonly, a design studio based in Sioux Falls, South Dakota that is home to the world's best infographics. Lemonly ...

Kane Jamison

Kane Jamison is the founder of Content Harmony, a content marketing agency based in Seattle. By balancing content strategy, creation, and promotion, he helps brands ...

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 ...

Mack Collier

Recognized by Forbes as one of the Top 25 Social Media Marketers in the World, Mack is a digital marketing and content strategist that helps companies of ...

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 ...

Paula Land

Paula Land is the founder and principal consultant at Strategic Content, a Seattle-based content strategy agency. She is also co-founder and CEO of Content Insight, developer of ...

Phaedra Hise

Phaedra Hise is an experienced journalist, editor, author, and content strategist who has spent more than 20 years writing award-winning articles, books, cover stories, whitepapers, blogs, and ...

Samuel Kim

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

Shelly Bowen

Shelly Bowen has more than 15 years of experience producing digital and interactive content for both B2B and B2C organization, focusing on health, technology, and ...

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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