Content Marketing Certificate Program

A successful content marketing program is one that is strategic. This module will show attendees why one of the most important parts of their content marketing work should be planning and how they can structure their team for content marketing success — from training internal team members to allocating external work. Additionally, attendees will learn the necessary editorial planning and content management processes needed to execute a successful program. Presenters will share tips on finding stories, getting company buy-in and how to join national conversations on behalf of a brand.

By the end of this module, participants will be able to:

• Explain how to build systems and create a content news engine.
• Define the elements of what the content is and how it works.
• Demonstrate understanding of editorial planning.

Communication and public relations professionals need to add content marketing to their skill set to fit into an evolving communications industry where PR, digital, social and marketing all work together to meet a company’s business goals. This module will help attendees understand what content marketing means and how it can help them achieve their objectives. Attendees will learn the principles behind developing a content marketing strategy as well as the various tactics that can be used in content marketing campaigns. The learnings will be augmented by real examples in the form of case studies from some of the best content marketing campaigns, and attendees will leave understanding how to get started in content marketing as a communications professional.

By the end of this module, participants will be able to:

• Define what is content vs content marketing vs content strategy.
• Document a strategy for content that better aligns with business goals.
• Align content (gaps) to the buyer journey.
• Distribute & measure content to demonstrate results.
• Understand the “Considerations”: business priorities, overall marketing strategy, technology stack, processes and org structure.

Storytelling is not one-size-fits-all. In this module attendees will learn how to create a storytelling strategy to fit their brand and reach their target audience. Attendees will learn what makes a good story and how to structure it as well as learn when to use different types of multimedia content including video, graphics, 360 and virtual reality. This module will equip attendees with an understanding of which style of content works best for different channels.

By the end of this module, participants will be able to:

• Know the foundational elements of a story.
• Simply craft and scale your product’s story.
• Land and drive your story - inside and outside the building.

You created content. Now what? Great content is most valuable when you get it in front of your target audience. Attendees will learn how to select distribution channels and learn why the PESO model should be a part of a content marketing exposure strategy. This module also will showcase best practice examples and leave attendees with ready-to-implement tips on modern outreach tactics, from SEO to viral outreach.

By the end of this module, participants will be able to:

• Explain how to select distribution channels and learn why the PESO model should be part of a content marketing exposure strategy.
• Showcase best practice examples.
• Provide ready-to-implement tips on modern outreach tactics.

Social media is constantly evolving, and it is imperative for all Communication and Public Relations professionals stay current on the trends. In this module, attendees will learn how earned media and social media intersect with new social-based media outlets. Understanding the variables of this intersection will aid in pitching content for these channels. Additionally, this module will explain how influencers can be incorporated into their storytelling strategy to drive business goals, as well as where paid social fits into the content marketing mix.

By the end of this module, participants will be able to:

• Determine the elements of influencer marketing.
• Define the steps that go into an influencer marketing program.
• Understand the knowledge and decision-making ability around whether influencer marketing is right for your campaign and what is involved in getting it off the ground.

While it may be the last step in your content marketing campaign, showing the ROI is one of the most important content marketing components, and one that should be planned at the beginning of your campaign. In this module attendees will learn strategies to help them determine what they should measure and methods to help them set up a measurement program as well as understand key metrics, measurement tools and tricks, and how to create C-suite reports that show ROI.

By the end of this module, participants will be able to:

• List the five basic steps to great measurement.
• Define the strategies needed to demonstrate ROI in your marketing campaign.
• Understand the key metrics used to create ROI reports.