Content Marketing Certificate Program

Marketing with content is one of the fundamental challenges for marketers in the internet age. Today you must vigorously engage both your customers and prospects – and do it appropriately, with the right content, at the right time, and through the right channels. Most companies have content assets, but are just beginning to learn how to develop their engagement strategy, manage the process effectively, and get results.

This certificate program will teach you the key strategies in your content process that allow you to leverage your content assets across diverse marketing channels. And at the program’s conclusion, you’ll be eligible to take an examination to gain your certificate in content marketing.

Who is this Certificate Program For?

Junior, middle, and senior marketer levels – all those interested in content marketing.

Certificate Program Outline

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Course: Content Marketing

Today it is imperative that every marketer must engage customers and prospects in the right conversation. You’ve got to make sure you’re delivering your content to the right people, at the right time, and through the right channels. This is a new mindset for most companies that are now beginning to strategize how to develop an engagement strategy, manage an effective process, and achieve measurable results with content marketing. Most companies have many content assets. The key is to develop a strategic process that allows you to know how and when to leverage your content assets across diverse marketing channels. Plus the process continues well after your audience become customers. Put yourself on the path to developing a successful content marketing strategy.

Throughout the course, we prompt you to exercise what you’ve learned by completing an actual work assignment during your instruction. By the time you’ve finished this course, you will have had the opportunity to employ the skills presented.

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Course: Creative Copywriting

Words are critical to the success of your campaigns. Whether you’re writing an email, direct mail letter, blog post, or a Tweet, you need to create efficient marketing copy that gets read and acted on. In this course, you’ll learn how to write copy that jumps off the page. You’ll explore successful campaigns to gain a better understanding of how to write and evaluate great copy. You’ll discover how to write smarter, write better, and pull it all together.

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Course: Advanced Email Marketing

Learn advanced techniques to improve email metrics, including dynamic personalization, frequency, optimization, effective database segmentation, and trigger-based email. Participants will develop analytic skills that can be utilized to evaluate various program metrics and overall success.

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Course: Social Media Marketing

Social media is an up-and-coming channel in direct marketing. Learn how to create and profit from blogs, microblogs, podcasts, social bookmarking, online videos, and photos. Develop your own social media strategy for Facebook, Twitter, YouTube and more. You'll come away knowing how to develop an integrated social media marketing strategy, including nine critical points in the use of social media.

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Course: Integrated Marketing in the Digital Age

In this course, you’ll take on the role of a Marketing Technologist in the exciting and ever-changing world of Integrated Marketing in the Digital Age. You will develop a systematic methodology for conceptualizing, designing, executing and managing an Integrated Marketing Campaign. You will first build a Foundation of knowledge about the history of Integrated Marketing and where it is headed in the future. Next, you will understand the Synergy that exists between creative, marketing channels, offer, operations and analytics. Lastly, you will take a step-by-step tour through the Process of building and launching an Integrated Marketing Campaign.

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Assessment: Content Marketing

Estimated Length of Completion

Approximately 8-9 hours 

Recommended Pre-Certificate Coursework: The following course is recommended as pre-work to prepare you for the Content Marketing Certificate Program: Fundamental Email Marketing. The knowledge contained in the course– while not required – is considered fundamental to the material in the certificate program. You may have equivalent knowledge through your professional experience, and if so may not need the pre-certificate coursework. Be sure to review course descriptions to ensure your experience aligns with the base of knowledge required.

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 $299 Silver Tier $399 Individual $699 Nonmember N/A

Instructors

trainer

Christine Fleming McIsaac

President, Smart Solutions Group, Inc.
 
After over a decade of working on the “inside” for Pearson Education and Scholastic, Christine started her own business and uses her experience in marketing, editorial, and sales to help all publishers reach their customers. Her company, Smart Solutions Group, Inc., specializes in everything marketing—from market research and strategic planning to campaign execution and product implementation.
 
In her spare time, Christine loves to write things other than marketing collateral. She’s the author of two children’s books: The Star-Spangled Banner and Art as Science.
 
Christine has a B.A. in Communications from Marymount University, and an MBA in Marketing from Fairleigh Dickinson University.

 


trainer

Susan Jones

Award-Winning Professor, Author and Consultant with Expertise in Direct and Digital Marketing, Susan K. Jones & Associates

Susan K. Jones is a tenured, full Professor of Marketing at Ferris State University, the principal of Susan K. Jones Associates, and an adjunct instructor at West Virginia University's IMC Master's Degree program. Ms. Jones launched her own firm in 1980, specializing in business-to-business, collectibles, catalogs, educational products, and financial services. She joined Ferris State in 1990.

At Ferris State, Ms. Jones teaches direct marketing, business-to-business advertising, advertising copy, advertising management, e-commerce marketing, and other marketing, advertising and public relations courses. She developed and leads Ferris State’s e-commerce marketing concentration. She also teaches the direct marketing, business-to-business and e-commerce classes via Internet.

In 1996, she was named Volunteer of the Year by the Chicago Association of Direct Marketing. In October 1997, she received the Robert Clarke Award of the Direct Marketing Educational Foundation as Direct Marketing Educator of the Year. In April 2002 she was named Charles S. Downs Direct Marketer of the Year by CADM. In February 2003 she received the Andi Emerson Award for creative direct marketing excellence from the John Caples International Awards organization. In August 2006 she was named a charter Master/Emeritus Direct Marketer by CADM. In April, 2007 she was inducted into the Medill School of Journalism Hall of Achievement at Northwestern University. In September, 2008 she was honored with a Northwestern Alumni Service Award. In June, 2011, she received the first Alexia Vanides Teaching Award from the West Virginia University IMC Master's Degree Program.

She is the author of Business-to-Business Internet Marketing (5th edition) from Maximum Press, and co-editor of The IMC Handbook: Readings and Cases in Integrated Marketing Communications (3rd edition -- Fall 2011). She is the sole author of Creative Strategy in Direct and Interactive Marketing (4th edition -- Fall 2011).


trainer

Karen Talavera

Karen Talavera is the founder and president of Synchronicity Marketing, an email consulting and training firm. Karen’s enlightened direct response marketing mindset delivers improved email results for clients ranging from NASCAR, A&E, Kaiser Permanente, ServiceMaster, and Texas Instruments to agencies, associations, and entrepreneurs. She has designed and delivered email marketing training and certification programs publicly via a variety of membership associations and privately for Fortune 1000 companies. Previously, Karen held senior marketing positions at YesMail, Acxiom Digital, and Experian.

Karen is a member of the ANA Faculty and an internationally recognized speaker, consultant, professional educator, and thought-leader in email marketing. She shares her email and digital marketing insights on her blog, Enlightened Emarketing.


trainer

Tarek Abousalem

Digital Strategy & Marketing Consultant
Peridot Consulting, LLC

A father, a husband, a digital enthusiast. With 10+ years of digital marketing experience, Tarek Abousalem has worked, and consulted, with start-ups and fortune 500 companies. He’s also a Subject Matter Expert (SME) and a public speaker on different digital topics such as Ecommerce, Social Media, Mobile, and Content Strategy.