This certificate program is ideal for marketers who want to gain working, practical knowledge of a new skill that will increase their value in the marketplace.
You will gain working, practical knowledge of a new skill that will increase your value in the marketplace as more and more companies hire content marketing staff. According to a recent LinkedIn career report, in 2017:
- 89 percent of B2B companies are using content marketing
- 75 percent of companies increased their production of content marketing
- 51 percent of companies had a content marketing manager on staff—up from 42 percent in 2016
Week 1: Foundational overview of content marketing
● Content marketing defined
● The difference between content marketing and advertising
● A timeline of content marketing through the years
● Content marketing’s top channels
● The 10 benefits of content marketing
● Content marketing best practices
Week 2: Building a content marketing strategy
● Content marketing business models
● Using content across the customer journey
● The content marketing campaign process
● Marketing objectives of content
● The “Create Once, Publish Everywhere” approach
● How to brainstorm content marketing ideas
Week 3: Developing content for marketing campaigns
● Roles & responsibilities in content marketing
● Planning content marketing campaigns
● Best practices when working with creators & artists
● Overview of best practices with content marketing channels
Week 4: Promoting and syndicating content marketing
● Developing the content marketing distribution strategy
● Leveraging owned media for content distribution
● Building paid media campaigns for content distribution
● The value of earned media in content syndication
● Master headlines that will be shared
Week 5: Measuring impact and optimizing content marketing campaigns
● The questions you should always ask yourself about your content programs
● Content marketing measurement best practices
● The most important metrics and KPIs of marketing measurement
● Optimizing content marketing programs
● How to write effective calls-to-action (CTAs)
Week 6: Hands-on project to build a content marketing plan
In this final class, students will apply everything they’ve learned in the previous lectures to
develop a step-by-step content marketing program for a fictitious brand of their choice. This is a
working session with all students filling out and sharing their work with their peers.
Do I get DePaul credit for this class?
No, this is a professional education class with different requirements than courses taken for academic credit.
How big is the class?
Class size is limited to allow for a more interactive environment in the classroom. Most classes have fewer than 20 students.
Will I have to write papers and take exams?
You will have to create a content marketing editorial plan aligned to the stages in the buyer’s journey hackathon. You must successfully complete the project presentation to receive the certificate.
What is the difference between a certificate and a certification?
A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.
