Best Practices to Strengthen Your Content Marketing | School of Marketing | ANA

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. In this course, you learn how to make content marketing even more effective by addressing these three critical elements. Advance your content marketing to the next level, as you:

  • Develop buyer personas to gain insights into the how and why of buyers’ behavior. Use the five rings of buyer insight to explore buyers’ decision-making process when making carefully considered purchases and learn how to effectively address their questions and perceived barriers.
  • Map content to the buyer's journey. The right content helps buyers advance smoothly through the sales process and helps them overcome obstacles and objections. Be sure to offer all the content that buyers need to answer their critical questions at each step in the buying journey.
  • Continuously improve content through all-in analytics. Learn the process of how to improve content month after month with an all-in analytics review. Track key metrics, develop and test hypotheses, and formulate experiments that enable you to better understand buyer behaviors and advance your content marketing results to the next level.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course 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

Learning Objectives

  1. Gain insights into buyers’ hidden behaviors with buyer persona research
  2. Map your content to the steps in the buyer’s journey to meet buyers’ expectations and needs
  3. Use all-in analytics to improve marketing operations and demonstrate business impact

Find out what you will learn from instructor George Stenitzer in the video below.

Estimated Length of Completion

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

Download the full benefits here 

Note: Although more in-depth in this course, some concepts are also covered in the Fast-Forward Your Content Marketing course. 

Registration Pricing

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



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.