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Content Marketing Certification

In Partnership with the American Marketing Association

Only the best content stands out in a cluttered digital world. That’s why we’ve partnered with the American Marketing Association to develop a learning program to prepare for the AMA Professional Certified Marketer® (PCM®) Content Marketing exam. After just 15 hours of self-paced online learning and passing the exam, you will have the distinction of being a PCM®!

Who is this for?

  • Marketing professionals looking to grow in the specialty of content marketing
  • Content marketers looking to become certified from a recognized institution
  • Writers, social media experts, and other creatives who want to merge their content output with marketing strategies

What will I learn?

  • Foundations of a modern content marketing strategy
  • How to build a team and a charter for content marketing
  • Audience persona development
  • How to find your core brand story and differentiate
  • Ways to measure and prove the ROI of content marketing

Unlock your potential

Master content marketing excellence with the Content Marketing Certification program by CMI and AMA. Designed to bridge your knowledge gaps, elevate your career and keep you at the forefront of the dynamic world of content marketing, this program is your key to success.

Stand out from the crowd

Whether you’re aiming to fill those lingering knowledge gaps, propel your career to new heights, or simply stay ahead of the curve, our Content Marketing Certification program is made for ambitious professionals like you.

Course Outline

This program is a culmination of more than a decade of research, work, and personal experiences in deploying both successful and failed content driven marketing strategies for businesses of all sizes. Companies who have purposely devised a differentiating content marketing strategy have designed, implemented, and measured an approach based on learning best practices. They have built brand and marketing programs around the idea of developing valuable content and operating like a media company – helping them to diversify their ability to consistently reach their consumers.
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Modern marketing is reaching, moving, and building audiences to drive profitable action. It is infused into our overall marketing strategy. As Artificial Intelligence now propels us into another major shift, we examine the context of other fundamental shifts to the paradigm of marketing and how content fits in. We’ll see how the practice of modern marketing is evolving again and how content operations (like that of a media company) is at the center of this new evolution.
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Content is best served as a strategic function in the business. In order to create that function we must make decisions about the charter of the people who will perform the activities of it. Our purpose framework of Producer, Product, Processor, or Platform can help marketers build a purposeful, functional team. Each charter has unique roles and responsibilities, and measurement requirements.
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Building an effective content strategy to develop the “content as coordinated communications” model enlists six responsibilities in the content life cycle (strategy, creation, production, merchandising, activation and measurement) to determine the planning and prioritization of the content creation.
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Without standards, there can be no improvement. Content strategy standards are developed with the customer in mind and all the messaging. They become the technical documents, playbooks, or guidelines, to guide your internal audiences to understand, care and adhere to creating a workflow process that works backwards out to the more templated ideas of marketing, campaigns or initiatives.
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To truly succeed with a content marketing strategy, we must provide for the capability to drive multiple lines of value for our business. Audience personas and Buyer Personas are quite different – and looking at them separately can add value more than just the transaction of the purchase of our product of service. More than just monetary value, audiences can add wealth to the business, like time, attention, referrals, personal data, brand loyalty, all of which can be converted in varying degrees into wealth.
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Developing a management plan of content is not just about about launching a temporary campaign. It’s about managing and delivering value over time. Becoming focused allows us to know what the best next experience is going to be. This class is about how to develop the owned media experiences that serve as the waypoints on our customer’s journey.
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Every brand has a voice and while the voice belongs to the brand, the stories it tells may not actually be about the brand. The brand story is different from the brand’s stories, namely the content marketing stories created to support the brand. This creates a struggle for content marketers as a company’s value statements may not be something that can be used as the foundation of the story. Explore the creation of Value Propositions from Points of View and a framework for each.
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Creating a measurement strategy is a design exercise. Marketers much create a tiered plan that aligns goals and objectives with the agreed upon success metrics that will define our progress toward meeting those goals and objectives. We will develop a measurement pyramid and the associated key results that make measurement make sense.
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A story map is a foundational element in a content marketer’s planning toolbox, which can serve multiple functions to structure a complex and integrated plan, ultimately become the foundational work for a content plan. This puts everything we’ve learned together to help a marketer communicate when, where, how and who will get everything we’ve learned in this course done.
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A strategic and successful content marketing program understands how the business works with all the content. Looking to the future, we see the emergence of new or advanced technologies like web three, artificial intelligence, or blockchain which will affect your content marketing activities. The goal for the future is to build our strategy now, with the ability to change and continue to optimized content and marketing’s value.
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Meet Your Instructor

Robert Rose

Chief Content Advisor, Content Marketing Institute

Robert is the founder and Chief Strategy Officer of The Content Advisory – the consulting and advisory group of The Content Marketing Institute. As a coach and strategist, Robert has worked with marketers at more than 500 companies including global brands such as adidas, Roche, Salesforce, NASA, and Hilton. 

Robert is the author of four books. His latest, Content Marketing Strategy, was published by Kogan Page in September 2023, and was called “a rich and much-needed understanding of content marketing” by Professor Philip Kotler. Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards of a number of companies, such as DivvyHQ, and BrandLens.

Pricing

AMA Members:

$1295

AMA members save $100!  Go to AMA.org and log in to see the discount code.
Non Members:

$1395

Group Savings:

3-5 learners

10% off per learner

6-10 learners

15% off per learner

Over 10 learners

20% off per learner

Advance your skillset with the most comprehensive virtual learning program for today’s content marketing leaders. 

Enroll now