Content Marketing | School of Marketing | ANA

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.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

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

Course Outline

Lesson 1: Content Marketing Background

    • Introduction to Content Marketing
    • What is Content Marketing’s Goals?
    • What is Your Organization’s Content Marketing Maturity?

Lesson 2: Collecting and Organizing Your Content Inventory

    • What? Conducting a Content Audit: 4 Easy Steps
    • Who? Aligning Your Target Audience with Your Content
    • When? Calendars
    • Where? Content Management Systems

Lesson 3: Producing and Placing Content

    • Content Curation
    • Evergreen Content
    • Story Telling and Story Structure
    • Creating a Channel Plan
    • Sharing Content
    • Tracking Content Sharing

Lesson 4: Stay on Target with Measurement and Management

    • Making the Case for Content Measurement
    • Tracking Tools
    • Why Your Current Content Marketing Might be Failing
    • Some Tips for Continued Success
    • Outsourcing certain aspects

Estimated Length of Completion

Approximately 90 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $99 Nonmember $99



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 M.B.A. in Marketing from Fairleigh Dickinson University.