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Content Marketing Certification

There are more than 3.5 billion pieces of content shared each week on Facebook alone, and according to Technorati, 15% of bloggers spend ten or more hours each week blogging. With so much content on the web, it's no wonder why there is such a high demand for content marketing strategists.

Content marketing has become one of the most successful assets a business can leverage. Roughly 90% of all sales come from online content mostly because consumers prefer to make informed decisions, and what better way to learn about a product than through informative content and reviews?

In association with leading research firms and industry associations, the Online Marketing Institute has developed practical Content Marketing training and professional guidance on how to leverage your company's marketing, sales, and social content to engage consumers and improve ROI.


Certification Benefits:

  • Develop a strong understanding of content marketing, including tools and strategies to reach marketing and revenue goals.
  • Apply proven tracking methods to measure and build out effect content marketing strategies and calendars.
  • Receive a credential and valuable skills in less time and money than a degree would require.
  • Be recognized for your expertise and commitment to evolving your skill set.

What You'll Learn:

  • Understand what content marketing is and what it isn't as well as its history and role in the marketing mix.
  • Use content marketing to drive other important marketing channels, such as search engine optimization, social media, and lead generation.
  • Build out strong marketing and content calendars that align with marketing and outreach goals.
  • Create a strong foundational strategy for all your content marketing efforts as well as how to integrate content across various channels.
  • View examples and relevant case studies to see how various organizations implemented a strategy and measured success.
  • Optimize your content so that is it both easy to find, remarkable, and that caters to both potential and existing customers.
  • Develop management and integration methods to ensure quality content at the right frequency for your audience.
  • Track and measure the success of your content via various tools and metrics.
  • Interpret data collected to make viable business decisions based on content and distribution channel success.
  • Manage the process of creating and distributing content and determine whether in sourcing or outsourcing is the right direction for your company.
Class 1

Content Marketing Foundations

Content Marketing Definitions: Why Content Marketing?- Now that you’ve learned how to get more prospects and customers, it’s time to learn how to keep them. The way to do that is to provide them with the information they want. How? That’s content marketing, and with this class you can continue to explore the overview of why you should probably be spending more of your budget on this bedrock of the digital marketing mix. If you think that content marketing is simply creating content that drives traffic to your site, think again. Learn what it means to succeed with content on the digital platform.
Instructor: Joe Pulizzi
Class 2

Opportunities in Content Marketing

This class provides a thorough overview of the annual Content Marketing Institute's annual content marketing benchmarking study, including trends and best practices for this year and beyond.
Instructor: Joe Pulizzi
Class 3

Developing a Content Marketing Strategy

When you start your content marketing program, you may be tempted to start asking what type of content you need to create. However, you need to have a strategy in place before you build tactics. Learn how to build a foundation for your content marketing efforts.
Instructor: Joe Pulizzi
Class 4

Content Marketing Implementation: Executing a Winning Content Program

You can’t underestimate the importance of execution. Get the nitty-gritty details on what you need to do to make your content marketing program a success.
Instructor: Joe Pulizzi
Class 5

How to Build a Content Segmentation Blueprint

Get a comprehensive overview of effective content marketing strategies. First, you'll learn how to separate out target personas for your content marketing efforts. Then, you’ll see how to map your content to those personas, using the buying cycle and/or the sales funnel to complete the map. Finally, you'll walk through the entire process, step-by-step, and discover how this will affect your entire online marketing strategy.
Instructor: Robert Rose
Class 6

Content Curation: Making B2B Content Marketing More Feasible

Everyone is publishing more and more, and with everything else B2B marketers have on their plate it can be hard to stay ahead of the game. Content curation is the answer. Learn the different sources and ways from which you can curate content to develop a B2B content marketing plan that will put you miles ahead of the competition!
Instructor: Pawan Deshpande
Class 7

Measuring Your Content Marketing Success

How do you know if your content is working? Understand the metrics you can use for tracking and how you can use this data to continually improve your content marketing program.
Instructor: Joe Pulizzi
Course Exam

Content Marketing Exam

Course Electives

Business Marketer's Secret to Content Marketing Success

Learn how to attract and maintain customers with valuable and relevant content that ultimately drives the most ideal and intended behavior.
Instructor: Maria Pergolino

Leverage Business Blogging for Traffic, Leads and Sales

Social media blogging classes provide online marketers with information on how to better reach identify and reach their target audiences in order to drive traffic and increase sales. Through using proven blogging techniques, you can develop engaging content that members of your audience want to share. For example, many successful bloggers will use blogging best practices that focus on integrating their overall content strategy with their blog strategy so that readers become engaged and want to buy. It is this integration of blogging best practices, content development techniques, and focus on the target audience that social media marketers can leverage their business blogs to increase leads and sales. This social media marketing class, How to Leverage Business Blogging for More Traffic Leads and Sales, by expert blogging instructor Michael Stelzner, provides critical best practices and tips for brand marketers looking to leverage the power of their corporate blog.
Instructor: Mike Stelzner
Senior Director of Marketing, Marketo

Maria Pergolino is responsible for all areas of demand generation at Marketo. She has worked in marketing for more than 10 years, specializing for the past six in online marketing, including social media, search marketing, and lead generation and nurturing. Maria has a marketing degree and an MBA from the School of Business at Rutgers University, is a Salesforce Certified Administrator, and is a speaker at numerous marketing events.

CEO and Founder , Social Media Examiner

Michael Stelzner is the founder of Social Media Examiner, author of the books Launch: How to Quickly Propel Your Business Beyond the Competition and Writing White Papers: How to Capture Readers and Keep Them Engaged, the popular Social Media Marketing Industry Report, and the man behind large summits, such as the Social Media Success Summit.  He is also host of the Social Media Marketing podcast show.

Joe Pulizzi is a leading author, speaker and strategist for content marketing. Joe is first and foremost a content marketing evangelist, and founded the Content Marketing Institute, which includes the premier international content marketing event Content Marketing World and Chief Content Officer magazine. Joe is also CEO of SocialTract, the leading blogging service for service professionals and co-author of the highly praised book Get Content Get Customers (McGraw-Hill), recognized as THE handbook for content marketing, as well as Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand.

Awarded “Custom Media Innovator of the Year” by American Business Media, Voted Who’s Who in Media Business by BtoB Magazine, Folio: 40, and recognized as the Most Influential Content Strategist via Lavacon,  Joe travels around North America and Europe  talking to marketers and business owners about how they are indeed publishers, and what they need to do about it.

Joe writes one of the most popular content marketing blogs in the world and is overly passionate about the color orange.

Founder, Big Blue Moose

As the Founder and Chief Troublemaker at Big Blue Moose, Robert Rose helps marketers become storytellers.Author of the book Managing Content Marketing, and a recognized expert in content marketing strategy, digital media and the social Web, Robert innovates creative and technical strategies for a wide variety of clientele.  He’s helped large companies such as AT&T,  PTC, First American Title, Valley Crest, American Camp Association and Nissan tell their story more effectively through the Web.  He’s worked to strategize digital marketing efforts for entertainment and media brands such as Dwight Yoakam, Nickelodeon and NBC. And, he’s helped marketers at smaller organizations such as East Harlem Tutorial Program, Coburn Ventures, Hippo and Magus to amplify their story through Content Marketing and Social Web Strategies.

Robert is the Strategist in Residence and Brand Advisor for the Content Marketing Institute, a featured writer and guest blogger for the online magazines iMedia Connection, Fierce Content Management and CMSWire and co-authored of the book “Enterprise 2.0 How Technology, E-Commerce and Web 2.0 Are Transforming Business Virtually.

Robert is a frequent keynote speaker, advising top professionals in the successful strategy of content marketing and Web site management. Robert is, and has been, widely quoted in the press, including publications such as Wired, CBS Interactive, KMWorld, Direct Marketing News and BusinessWeek.

CEO, Curata

Pawan Deshpande is the founder and CEO of Curata. Pawan is responsible for the company's vision, management and product strategy, and leads the firm's advanced development initiatives. Pawan has held software engineering positions at Microsoft and Google and was awarded patents in social networking and natural language processing areas. Pawan earned his S.B. and M. Eng. in Computer Science from the Massachusetts Institute of Technology.

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OMI training not only helped our New Social Media team accelerate our corporate wide initiative to standardize social practices; it also enabled us to create new winning digital marketing strategies. The training was a really great turning point for us.

LaSandra Brill

Senior Manager of Global Social Media
Cisco