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Advanced Content Marketing Certification Training

Course Summary

Become an expert in content marketing. Master various aspects of planning and executing content marketing strategies to create impressive content with greater efficiency and impact.


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    Course Syllabus


    Course preview

    Advanced Content Marketing

    Section 1 : Introduction to Content Marketing 44:59

    1.1 Introduction 00:56

    1.2 What's In It For Me 01:18

    1.3 What Is Content Marketing 02:26

    1.4 How to Become a Best-in-Class Content Marketer 01:23

    1.5 Becoming an Effective Content Marketer - 1 02:49

    1.6 Becoming an Effective Content Marketer - 2 03:36

    1.7 Becoming an Effective Content Marketer - 3 01:36

    1.8 Becoming an Effective Content Marketer - 4 02:04

    1.9 Becoming an Effective Content Marketer - 5 03:26

    1.10 Becoming an Effective Content Marketer - 6 02:30

    1.11 Becoming an Effective Content Marketer - 7 01:31

    1.12 Becoming an Effective Content Marketer - 8 01:41

    1.13 Becoming an Effective Content Marketer - 9 01:42

    1.14 Becoming an Effective Content Marketer - 10 01:42

    1.15 Becoming an Effective Content Marketer - 11 01:30

    1.16 Becoming an Effective Content Marketer - 12 02:51

    1.17 Becoming an Effective Content Marketer - 13 01:53

    1.18 Becoming an Effective Content Marketer - 14 03:15

    1.19 Becoming an Effective Content Marketer - 15 03:26

    1.20 Becoming an Effective Content Marketer - 16 02:16

    1.21 Key Takeaways 01:08

    Quiz: Introduction to Content Marketing

    Section 2 : Developing a Vision of Content Marketing Success 33:23

    2.1 Introduction 00:19

    2.2 What's In It For Me 00:59

    2.3 Vision for Successful Content Marketing 02:17

    2.4 The Michelin Guide Story 08:10

    2.5 Hindustan Unilever 05:23

    2.6 Volvo Trucks 07:16

    2.7 Dell's Take It Easy 06:17

    2.8 Key Takeaways 02:42

    Quiz: Developing a Vision of Content Marketing Success

    Section 3 : Developing a Business Case for Content Marketing 51:10

    3.1 Introduction 00:28

    3.2 What's In It For Me 00:42

    3.3 Content Marketing Budget 01:33

    3.4 Objectives and Key Performance Indicators (KPIs) 12:25

    3.5 Challenges and Impact 10:45

    3.6 Best Practices 10:40

    3.7 Benefits and Financial Impact 06:26

    3.8 Build your Business Case 02:56

    3.9 Compare the Value of Content Marketing 03:21

    3.10 Key Takeaways 01:54

    Quiz: Developing a Business Case for Content Marketing

    Project 1 : Developing a Business Case for Content Marketing

    Developing the business case for content marketing

    Section 4 : Creating a Successful Content Marketing Strategy 50:13

    4.1 Introduction 00:16

    4.2 What's In It For Me 01:15

    4.3 Creating a Successful Content Marketing Strategy 03:23

    4.4 Model for Creating a Successful Content Marketing Strategy 08:00

    4.5 Content Marketing Strategy - Two-Step Model 08:29

    4.6 Two Step Model - First Phase 14:22

    4.7 Two-Step Model - Second Phase 10:03

    4.8 Benefit of Two-Step flow Model 02:03

    4.9 Key Takeaways 02:22

    Quiz: Creating a Successful Content Marketing Strategy

    Section 5 : Creating a Remarkable Editorial Mission Statement 37:05

    5.1 Introduction 00:20

    5.2 What's In It For Me 00:44

    5.3 Editorial Mission Statements 12:21

    5.4 Create Remarkable Content 06:53

    5.5 Top Global Ad Campaigns 07:49

    5.6 Remarkable Editorial Mission Statement 07:30

    5.7 Key Takeaways 01:28

    Quiz: Creating a Remarkable Editorial Mission Statement

    Section 6 : Targeting Customer Intent Instead of Demographics 34:28

    6.1 Introduction 00:17

    6.2 What's In It For Me 00:45

    6.3 Target Intent over Demographic 02:46

    6.4 Target Customers on Mobile Devices 04:56

    6.5 Target Intent on YouTube 03:46

    6.6 Know Your Customers' Intent 10:23

    6.7 Have a Mobile-friendly Website 01:47

    6.8 Video are Preferred Over Text 08:11

    6.9 Key Takeaways 01:37

    Quiz: Target Customer Intent Instead of Demographics

    Section 7 : Targeting Key Influencers 36:58

    7.1 Introduction 00:18

    7.2 What's In It For Me 00:43

    7.3 Importance Of Influencer Marketing 07:14

    7.4 Process Of Augmenting With Influencers 20:27

    7.5 Case Study—Orange France 06:03

    7.6 Key Takeaways 02:13

    Quiz: Targeting Key Influencers

    Project 2 : Targeting Key Influencers Who Influence Your Customers

    Targeting key influencers who influence your customers

    Section 8 : Producing Help, Hub, and Hero Content Consistently 27:46

    8.1 Introduction 00:24

    8.2 What's In It For Me 00:46

    8.3 Help Content 09:11

    8.4 Hub Content 07:45

    8.5 Hero Content 08:43

    8.6 Key Takeaways 00:57

    Quiz: Produce Help Hub and Hero Content Consistently

    Section 9 : Producing Engaging Content More Frequently 24:41

    9.1 Introduction 00:22

    9.2 What's In It For Me 00:44

    9.3 Producing Engaging Content 03:24

    9.4 Engagement Through Video and Text 03:49

    9.5 Text Vs Video 03:51

    9.6 What to Seek 08:38

    9.7 Checklist - When to Use Video or Text 02:28

    9.8 Key Takeaways 01:25

    Quiz: Producing Engaging Content More Frequently

    Section 10 : Using Effective B2C and B2B Content Marketing Tactics 1:19:21

    10.1 Introduction 00:24

    10.2 What's In It For Me 01:29

    10.3 B2C and B2B Content Marketing Tactics—Usage 02:51

    10.4 B2C and B2B Content Marketing Tactics—Effectiveness 01:34

    10.5 Email Newsletters 04:33

    10.6 In-person Events 04:00

    10.7 Illustrations/Photos 03:14

    10.8 Social Media content 07:11

    10.9 Infographics 02:41

    10.10 Videos—B2C 03:17

    10.11 Videos—B2B 02:56

    10.12 Online Presentations 03:21

    10.13 Microsites 03:13

    10.14 Website Articles 02:56

    10.15 Blogs 02:40

    10.16 Webinars 02:45

    10.17 Case Studies 02:15

    10.18 Mobile Apps 03:08

    10.19 Print Magazines 03:10

    10.20 Digital Magazines 01:40

    10.21 Books 03:37

    10.22 Podcasts 02:04

    10.23 White Papers 03:58

    10.24 Research Reports 02:32

    10.25 E-Books 02:20

    10.26 Branded Content Tools 01:39

    10.27 Virtual Conferences 02:11

    10.28 Key Takeaways 01:42

    Quiz: Use Effective B2C and B2B Content Marketing Tactics

    Project 3 : Using Effective B2C and B2B Content Marketing Tactics

    Using effective B2C and B2B content marketing tactics

    Section 11 : Building Successful B2C and B2B Social Media Platforms 1:10:20

    11.1 Introduction 00:18

    11.2 What's In It For Me 01:07

    11.3 Social Media Platforms 02:59

    11.4 Facebook 15:22

    11.5 LinkedIn 15:02

    11.6 YouTube 05:47

    11.7 YouTube - Create Great Content 08:26

    11.8 YouTube - Develop a Programming Strategy 11:09

    11.9 Twitter 08:12

    11.10 Key Takeaways 01:58

    Quiz: Building Successful B2C and B2B Social Media Platforms

    Section 12 : Helping Customers find the Information They Seek 54:47

    12.1 Introduction 00:17

    12.2 What's In It For Me 00:47

    12.3 Optimizing Your Content For Your Web Site 03:45

    12.4 Creating A Google-friendly Web Site 11:15

    12.5 Optimizing Web Pages For Keywords 12:38

    12.6 Optimizing Video Content 06:37

    12.7 Micro-moments 17:46

    12.8 Key Takeaways 01:42

    Quiz: Helping Customers find the Information They Seek

    Section 13 : Helping Key Influencers Impact the Buyer’s Decision-Making Process 37:28

    13.1 Introduction 00:20

    13.2 What's In It For Me 00:53

    13.3 Influencing the Influencers 04:12

    13.4 Schmooze Optimization 02:57

    13.5 Nurture Key Relationships 01:46

    13.6 Example - WineWorld 03:00

    13.7 Four Key Influencers 03:16

    13.8 Engaging Digital Presence 01:36

    13.9 Keys to Success 05:04

    13.10 Work together with influencers 02:55

    13.11 GE with influential YouTube creators 04:52

    13.12 Creations in support with GE 05:21

    13.13 Key Takeaways 01:16

    Quiz: Help Key Influencers Impact the Buyers Decision-Making Process

    Project 4 : Helping Key Influencers Impact the Buyer’s Decision-Making Process

    Helping key influencers impact the buyer’s decision-making process

    Section 14 : Measuring Content Effectiveness 48:22

    14.1 Introduction 00:23

    14.2 What's In It For Me 00:59

    14.3 Sales and Sales Lead Quality 01:03

    14.4 Touchpoints in the Customer Journey 01:12

    14.5 Turning Touchpoints into Quality Leads or Sales 04:12

    14.6 Focus on the Right Metrics 11:51

    14.7 Value Your Best Customer 05:21

    14.8 Attribute Value Across the Journey 14:03

    14.9 Prove Marketing Impact 06:50

    14.10 Key Takeaways 02:28

    Quiz: Measuring Content Effectiveness

    Section 15 : Measuring Return on Marketing Investment 38:41

    15.1 Introduction 00:24

    15.2 What's In It For Me 00:52

    15.3 Return on Marketing Investment 06:21

    15.4 The Power of the Press Release 07:23

    15.5 Test 1 - ROMI Revisited 08:29

    15.6 Test 2 - Impact of a Budget Cut 06:20

    15.7 Test 3 - Impact of Using Multimedia 07:24

    15.8 Key Takeaways 01:28

    Quiz: Measuring Return on Marketing Investment

    Section 16 : Improving by Experimenting With New Initiatives 27:21

    16.1 Introduction 00:22

    16.2 What's In It For Me 00:44

    16.3 Creating Engaging Content 14:56

    16.4 What is Effective and What is Not 09:33

    16.5 Key Takeaways 01:46

    Quiz: Improving by Experimenting With New Initiatives

    Section 17 : Improving Effectiveness by Becoming More Sophisticated or Mature 41:05

    17.1 Introduction 00:21

    17.2 What's In It For Me 00:52

    17.3 Content Marketing Maturity 07:08

    17.4 Get Value from Editorial Meetings 09:15

    17.5 Content Marketing in Organizations 04:33

    17.6 Content Marketing with SEO and Social Media 04:55

    17.7 Leverage Paid Advertising 02:48

    17.8 Sophisticated Content Marketers 03:38

    17.9 Analytics Tips 05:46

    17.10 Key Takeaways 01:49

    Quiz: Improve Effectiveness by Becoming More Sophisticated or Mature

    Section 18 : Content Marketing in the Foreseeable Future 48:55

    18.1 Introduction 00:15

    18.2 What's In It For Me 00:45

    18.3 Content Marketing Forecast 02:48

    18.4 Impact on Content Marketing Strategy 01:07

    18.5 Video Sharing Platforms—Audience Segments 01:39

    18.6 Video Sharing Platforms—Content Genres 00:57

    18.7 YouTube vs Facebook 05:10

    18.8 YouTube Best Practices—Part 1 08:26

    18.9 YouTube Best Practices—Part 2 10:07

    18.10 Virtual Reality 04:38

    18.11 Facebook Best Practices 04:45

    18.12 Instagram and Twitter Best Practices 05:36

    18.13 Key Takeaways 02:42

    Quiz: Content Marketing in the Foreseeable Future

    Project 5 : Improving by Becoming More Sophisticated or Mature

    Improving by becoming more sophisticated or mature

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Course Fee:
USD 299

Course Type:

Self-Study

Course Status:

Active

Workload:

1 - 4 hours / week

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