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Curriculum

You’re viewing CMIU’s Standard curriculum.

Interested in certification options? Check out AMA x CMI’s Pro version of CMIU. 

Core Modules

All core modules are taught by Robert Rose, CMI’s chief strategy officer. Each module contains a learning video and a short quiz to test comprehension. 

Learn the successes, failures, and years of research that created the CMI University program.
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Walk through the history of content marketing and learn the importance of building audience trust.
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Learn how to balance the three pillars of business strategy that allow marketers best scale their content efforts.
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Learn about the four primary charters of a content team and how to successfully balance each.
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Dive into the centralized vs. de-centralized team model and the six responsibilities in the content life cycle.
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Learn how to develop customer-centric content marketing standards that guide your internal audiences and create a workflow process.
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Learn how to create audience personas and know the difference between audience and buyers.
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Discover the four steps to a successful product-focused content marketing approach that aligns with customer journeys.
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Understand the four archetypes of content and how to develop your brand’s core story.
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Understand how to measure content marketing efforts and achieve your larger business goals.
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Learn how to develop a story map that captures your team’s steps to actionable success.
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Elective Modules

Elective modules are taught by leading content marketing experts as part of a Content Marketing World partnership.  

Learn the ins and outs of SEO, site design, and content formats that attract the leads you’re looking for, taught by Andy Crestodina.
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Utilize a deeper understanding of human behavior to increase the power of your content, taught by Nancy Harhut.
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Explore how to collect audience data effectively and create new avenues for business growth, taught by Andrew Hanelly.
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Discover how to showcase real customer experiences while improving your sales funnel, taught by Zontee Hou.
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Learn how to position yourself as a subject matter expert on LinkedIn and cultivate stronger engagement, taught by Viveka von Rosen.
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