Online Content Marketing Strategy Certificate Program

Description:

Are you meeting prospective customers and engaging the loyalty of your current customers where they are most likely to listen? According to Adweek, 81 percent of shoppers conduct research online before making a purchase.

Content marketing drives sales, customer loyalty and brand awareness by providing potential customers the information they are using to evaluate your brand, product and service before they ever pick up the phone or visit a brick and mortar location to speak with a sales representative.

By the end of this six-week certificate program, you will be able to draft a content marketing strategy from start to finish. You will also understand the resources required to drive results with content marketing and gain an introduction to the tools and tech required of any business starting a content marketing program.

Online Content Marketing Strategy may be taken as a stand-alone course and also counts as an elective towards completing the Integrated Marketing Communications Certificate Program.

For More Information, Contact:

Jurate Murray
  • Email: jmurray9@depaul.edu
  • Phone: (312) 362-5913
  • FAX: (312) 362-6540

Who Should Attend

This certificate program is ideal for marketing professionals and business owners who need practical, step-by-step instruction on how to develop a content marketing strategy from scratch.
This applies to:
  • Marketers who need to refresh or learn new skills
  • Marketers who want to boost their career with a new job or promotion
  • B2B Marketers
  • B2C Marketers
  • Small business owners
  • Freelancers
You need to be comfortable working with computers, including the ability to use Google Docs and Sheets, as well as browse the Internet.

Benefits

  • Desirable skills - Each year investments in content marketing talent, tech and time increase as small-to-enterprise-sized businesses gain a better understanding of how content drives real business results.

    89 percent of B2B companies reported using content marketing in 2017 and the number of organizations hiring content-specific jobs is not slowing down. Get the content marketing chops that will make you more employable and better your content marketing outcomes.
  • Practical, real-world curriculum – Need to propose something to your client or manager and have them say yes? Not enough time in the day to accomplish all your responsibilities and learn new marketing tactics? Small marketing budget? You are not alone.

    In this class, you’ll learn how to maximize your time and strategic marketing muscle so that every step in your content marketing plan plays double duty. You will also learn how automation and tools help boost your output.

Syllabus

Class 1: Foundations of a content marketing strategy
  • Defining content marketing vs. inbound marketing
  • Three rules to exceptional content
  • Recommendations for leveraging content for other marketing and business objectives
  • How to start creating a content marketing plan

Class 2: How to build a long-term content strategy
  • Analysis of two content creation methodologies
  • Mapping a content marketing strategy and editorial calendar to the buyer’s journey
  • Content idea generation strategies

Class 3: How to optimize content for search
  • Tools, tricks and tips for optimizing content for search and conducting keyword research
  • How Google evaluates page quality for search engine optimization

Class 4: Content promotion tactics
  • How to select the right mixture of content promotion tactics to meet your goals
  • The SEO tactic that also works to promote your content and how to integrate it into your marketing plan

Class 5: Analysis and data-informed content
  • What does the data mean? Learn how to build content reports using Google Analytics and evaluate content performance
  • How to use Google Analytics and Google Search Console for content marketing

Class 6: Content marketing mini-hackathon
  • The entire class is dedicated to creating a content marketing editorial plan aligned to the stages in the buyer’s journey. Your plan will require keyword research and will map how customers move from unaware to brand evangelists using content.

Frequently Asked Questions

Click here for the DePaul University Continuing and Professional Education Departmental Student Policies.
Are there required course materials?
There are no required books for this program. Handouts, templates and video lessons can be downloaded from the course website. The cost of these materials is included in the course fee.
Is there required software?
Projects will require the use of free software, including a SEO keyword research tool, Google Docs and Sheets, and Google Analytics. Instructions on how to use the software will be provided in class.
Is this class very technical?
Some of the topics are technical but are described in a way that a non-technical person can understand. Content marketing is a digital marketing skillset, which means the more digitally savvy you are the quicker you may grasp certain concepts. However, non-technically savvy individuals have been able to learn and grow their tech skills from taking the course.
Do I need a computer?
You will need access to a computer (Windows or Mac OS X) and a reliable Internet connection.
Do I get DePaul credit for these classes?
No, but some have been approved for continuing education units (CEUs). These classes are professional education classes 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 about 15-20 students.
Will I have to write papers and take exams?
You will have an assignment each week. You will receive feedback on each of your assignments. At the end of the course, you will have a final project. You must successfully complete the project presentation to receive the certificate.
How do I access the online course?
You will be sent a username and password the first week of class.
Will I have to go online at specific times?
No – the course is offered in an asynchronous format. You will be expected to go online at least once a week (preferably more frequently).

Registration

Online registration is available 24 hours a day, 7 days a week. Add the course you are interested in to your shopping cart and proceed to checkout. Registration is also available via phone, fax or mail. An Adobe Acrobat PDF of the registration form is provided for your convenience.

Course Availability

Course Section Add to Shopping Cart
KMC 155-00
20193
1
Online7766
Jessica Kumor
Online
Monday, September 9 - Sunday, October 20, 2019, 24-hour access online
1.8 CEUs
18 Contact Hours
Required Fees: Price
Registration - $75 late fee applied to all registrations received after 9/2/2019$1,295.00