Content Marketing Institute University Course

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Level: Beginner
Duration: 30+ hours
Delivery: Online
Certification: Yes
Cost: $995
Course Provider: Content Marketing Institute - University

Overview

A course from Joe Pulizzi’s CMI, with 5 core modules to earn a Certificate, on-demand access to the Content Marketing University curriculum, 6 courses from Robert Rose and Joe Pulizzi, and 30+ more hours of content from industry experts.

The course is updated annually and also comes with quizzes to measure knowledge retention, as well as a resources section including research, ebooks, and more. You get access to the full breadth of courses and training materials for up to 12 months. You receive immediate access to the full exclusive curriculum plus new “Mini-Tracks,” added regularly, tackling relevant and pressing topics to keep you on the cutting edge – including the brand new “Build Your Content Marketing Plan for 2018” by Robert Rose. Enrollment is limited.

Training Course Content

  • Prologue – Evolution of owned media
  • Module 1 – Purpose and goals
  • Module 2 – Audiences or buyers
  • Module 3 – What’s the story
  • Module 4 – Measure like a media company
  • Module 5 – Storymapping
  • Content marketing evolved
  • Creating a strategic function
  • Building the business case for content marketing
  • Planning a start-up investment in content marketing
  • Plan for the evolution
  • Five easy pieces
  • Create a brand strategy before developing your visual strategy
  • Audience development
  • Developing audience personas
  • Mapping personas to engagement cycles
  • How personas contribute to segmentation strategies
  • How personas improve marketing and sales alignment
  • Best practices in developing audience personas
  • Account based marketing – an introduction
  • Content with intention
  • Storytelling for channels
  • Teaching the choir to sing: using brand storytelling to engage internal audiences
  • Breathing life into your brand story
  • undeniable glorious connections: how to do UGC right
  • Getting to why
  • Living the fairytale: how to think like a storyteller
  • Three approaches for producing compelling B2B video
  • Why marketers need to become storytellers
  • Evolving content into strategic thought leadership: moving from content producers to story-driven Thought leaders
  • The channel plans
  • Integration of paid, owned, and earned media
  • Building a social media channel plan
  • Momentum: how smart brands turn regular content into mega success
  • 7 principles of social conversation for content marketers
  • Best practices for integrating customer conversation into your content
  • Influencer outreach to grow your authority for organic search success
  • The Content Inc. model
  • The process of content marketing
  • How to build an editorial calendar
  • Communicating your brand through a new message architecture
  • How to find, hire and manage content marketing writers and editors
  • Creating an effective content mix
  • Keyword research
  • Keyword & market research for content ideas
  • Why good writing matters online, and how to improve
  • A visual approach to planning & sharing your content plans
  • Making the move to video
  • How to steer a smarter content ship
  • New marketing: the convergence of content, pr, search and social
  • Measurement
  • Storymapping 2016
  • Life after publication: content monitoring for vital conversations, insights, and results
  • Developing your content marketing analytics
  • The ultimate guide to content metrics & analytics
  • Maximize content marketing execution with these critical performance metrics
  • Applied analytics: insights and actions from 4 reports
  • Putting it all together

Who Is It For?

Enterprise brands and entire departments looking to hone their skills together, learning the same materials, as well as individuals wanting to advance their own practice of content marketing.

Cost

Individual

$995

Non-profit

$695

Alumni

$595

Payment Options

Group discounts available for three or more learners ; corporate and white label access available.

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About the Provider

Before evolving into what is now the Content Marketing Institute, the team behind it were known as Junta42. Junta42 launched in 2007 as the industry leader in content marketing matching. Later on they developed CMI, Content Marketing World and CCO magazine.

CMI was founded by Joe Pulizzi, the leading evangelist for content marketing.

Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI, a UBM company, is a 2012, 2013, 2014 and 2015 Inc. 500 company.

 

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