Content Marketing Certification
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®!
Find Your Mid-Year Momentum! 🚀
Save 20% on your content marketing certification when you enroll by June 30 with code MIDYEAR20.
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 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
Position yourself as a leader in content marketing. Whether you’re aiming to validate your expertise, 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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Explore how modern marketing has evolved and how content fits into today’s full-funnel strategy. Helps learners identify business goals, market forces, and how to build content around strategic purpose.
Focuses on roles, responsibilities, and the structure of content teams. Introduces tools like the Purpose Canvas and RACI model to bring clarity and flow to content operations and collaboration.
Covers the systems, standards, and governance models needed to scale content marketing. Teaches how to create content lifecycles, perform audits, and implement workflows that bring consistency and efficiency.
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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Distinguishes between audience personas and buyer personas, and how each contributes to strategy. Teaches how to design content that nurtures relationships over time, across different stages of the journey.
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.
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.
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.
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.
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
Non Members:
$1395
Group Savings:
3-5 learners
6-10 learners
Over 10 learners
20% off per learner
Advance your skillset with the most comprehensive virtual learning program for today’s content marketing leaders.