Content Marketing Certificate Program | School of Marketing | ANA

Content Marketing Certificate Program

The Content Marketing Certificate Program is a six-hour self-paced online certificate program, comprised of four courses, developed for marketers to learn best practices to build a solid, strategic framework for your content marketing. During this certificate program, you’ll learn a step-by-step approach to make your content marketing even more strategic and effective. Whether you’re just starting up or taking content marketing to the next level, this program will help you build a strong and solid foundation that improves your results.

Learning Experience

This program includes courses with fully interactive multi-media formats. Active participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Certificate Program For?

The Content Marketing Certificate Program is for:

  • Junior to mid-level marketers, marketing leaders, and specialists who work on content marketing
  • Internal clients such as product managers and subject matter experts (SMEs)
  • Content creators

Certificate Program Outline

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Course: Best Practices for Content Marketing Strategies

Learn best practices to gain internal support for your content marketing by co-creating a solid, strategic framework that includes a content marketing mission, content marketing strategy, message map, and content audit. Develop a content marketing mission that establishes the purpose of your content. Build a content marketing strategy which is a plan for building an audience by publishing, maintaining, and spreading frequent, consistent content that educates, entertains, or inspires. Create a message map that hooks your audience with a clear, concise, consistent, and compelling marketing message that’s competitive in the marketplace. Implement a competitive content audit that inventories and analyzes content marketing assets and performance in all forms of media.

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Course: Best Practices to Strengthen Your Content Marketing

Strengthen your content marketing framework with best practices on buyer persona research, mapping content to the buyer’s journey, and using measurement to improve results. Develop buyer personas to gain insights into the how and why of buyers’ behavior. Map content to the buyer’s journey using the right content that helps buyers advance smoothly through the sales process and helps them overcome obstacles and objections. Continuously improve content through all-in analytics to better understand buyer behaviors and advance your content marketing results to the next level.

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Course: Strategies to Elevate Your Content Marketing Above Competitors

You’ve built a strong foundation for your content marketing program. What’s next? Learn three ways to elevate your content marketing above competitors: Optimize your existing content. Most marketers put all their focus on creating new content and may miss opportunities to squeeze more value out of existing content. Build your content base. Many marketers don’t know how to establish a content base, which is one type of content, in one medium, consistently created over a long period of time. Differentiate with a content hook that makes your brand stand out from the crowd.

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Course: Strategies to Maximize Your Content Marketing to Build Loyalty

You have a thriving and successful content marketing program already. But how can you gain even better performance from your content marketing? Learn three ways to maximize content outcomes: Convene an external content community. Use content promotion to multiply the opportunities for your brand to connect with future customers. Lift customer conversion rates by diagnosing and removing conversion obstacles.

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This certificate program includes an assessment and certificate of completion.

Estimated Length of Completion

Approximately 6 hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Note: When you register for a Certificate or Certification Program you will automatically be registered for all the Courses listed in the Program.  All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training. You will not see the individual Courses listed in your Enrollments on the learning portal, nor will you be able to register for them individually once enrolled in a Certificate or Certification Program that includes them.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $199 Silver Tier $299 Individual $399 Nonmember $399

Instructors

trainer

George Stenitzer

George Stenitzer founded Crystal Clear Communications in 2014 to create inventive answers to marketing challenges. The Content Marketing Institute named George Content Marketer of the Year and BtoB magazine twice named him a Best Marketer.

A change agent, George helps clients build brands with breakthrough content. Previously, he was Tellabs’ vice president – marketing and communications. He also worked in Fortune 500 companies such as RR Donnelley and AT&T.

For the ANA, George leads Fast-Forward Your Content Marketing  workshops at four levels — Content Marketing 101, 201, 301 and 401. He served on the Advisory Board of the Business Marketing Association (BMA) and as president of the Chicago and St. Louis BMA chapters.

He blogs weekly, answering marketers' Top 100 Questions on content marketing. He tweets at @GeorgeStenitzer.