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 recent data from the Content Marketing Institute and Semrush:

• 89 percent of B2B companies are using content marketing
  • 71 percent of B2B marketers say content marketing has become more important to their organization in the last year
• 75 percent of companies increased their production of content marketing
  • ​​​​​​​52 percent of B2B businesses focused on creating and posting more content
  • ​​​​​​​48 percent of content marketers cited not having enough content as a challenge in scaling production​​​​​​​​​​​​​​
• 51 percent of companies had a content marketing manager on staff

• 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

• 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

• Roles & responsibilities in content marketing
• Planning content marketing campaigns
• Best practices when working with creators & artists
• Overview of best practices with content marketing channels

• 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

• 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)

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.