Content Marketing Course:
Content Marketing Certification Course: Grow Better with Content
Learn how to craft appealing, share-worthy content that captivates your audience and drives conversions in HubSpot Academy’s Content Marketing certification course! Gain insights from industry experts on building content optimization frameworks that produce measurable results.
Who is this for?
- Small business owners who want to drive organic reach through an enhanced content strategy
- Content marketers looking to upscale their skills in SEO, content strategy, and quality content creation
- Individuals interested in getting certified in content marketing
What you'll learn
- Implement SEO tactics to increase your organic traffic and measure ROI through goal setting and performance tracking
- Develop a content marketing strategy for creating high-quality content that resonates with your audience
- Create a sustainable long-term content plan to achieve your business goals
Includes
Content Marketing Search Engine Optimization (SEO)
HubSpot Certifications
Grow your skillset by completing industry-recognized certifications and adding them to your LinkedIn profile. Get certified today, and join the 200,000+ professionals who've advanced their career with HubSpot Academy.
Instructors
Justin Champion
Justin Champion is a digital marketing professional who’s dedicated to customer success at HubSpot. Justin has 8+ years experience in the field of digital media. He brings his experience and curiosity to help solve customer content marketing needs both online and offline.
Lindsay Thibeault
Lindsay Thibeault is the former Manager of Customer Training at HubSpot. She has driven interactive marketing, brand strategy, and social media marketing at global companies for over seven years. She specializes in building communities that generate leads through compelling and ‘remarkable’ content, and has experience doing so in both agency and in-house settings.
Abigael Donahue
Abigael the former content manager of HubSpot Academy. With a passion for reading and writing, she's committed to making the world more human and connected — one word at a time.
AJ Beltis
AJ Beltis sits on HubSpot’s Acquisition Marketing Team and focuses on content creation, lead generation, and conversion rate optimization. He spends his days analyzing and identifying opportunities for business growth and creating helpful content offers for HubSpot’s blog readers. Outside of work, AJ’s probably at the movies, on a road trip, or on the hunt for his new favorite craft beer.
Andy Crestodina
Andy Crestodina is a co-founder and the strategic director of Orbit Media Studios, an award-winning web design company, which has completed more than 1,000 successful website projects. Andy is also the author of Content Chemistry, a practical handbook of the most important and effective lessons and advice about the power of search engine optimization, social media, and email marketing.
Guillaume Delloue
Guillaume Delloue is a Principal Channel Consultant on HubSpot’s Agency Partner team. Prior to this role he led marketing teams at different SaaS startups in the Boston area. During his downtime he’s also a digital marketing instructor for the Startup Institute.
Beth Dunn
HubSpot product content strategy lead. Manager of HubSpot's global team of UX writers and content designers. Founder and editor of HubSpot's internal company newsletter, The WIN. Advisor and mentor to rising writers and leaders within and outside the company.
Christine Lee
Inbound Professor
Christine was born in Hong Kong, but has lived all over the United States, and is now back in her home state of New Hampshire. Christine is passionate about empowering others to develop into all they're capable of, which is why she loves working at HubSpot. She has her masters in clinical mental health counseling and is also a practicing therapist. When not working, you can probably find her drinking coffee and hanging out with her dog, Dobby.
Jami Oetting
Jami Oetting leads HubSpot's Content Strategy team, which focuses on creating multimedia, multi-platform content campaigns. Previously, she was the section editor of Agency Post, a blog acquired by HubSpot in 2013. She likes nice words and a perfectly placed semicolon, and she spends too much time thinking about media, marketing, and coffee. Jami graduated from the University of Missouri’s Journalism School.
Matthew Howells-Barby
Matthew Howells-Barby is Director of Acquisition on HubSpot’s marketing team, and HubSpot’s in-house SEO expert. He is an award-winning digital marketing consultant, specializing in developing growth strategies for businesses of all sizes. He is also a regular columnist for a number of marketing publications, including Moz, Marketing Land, and Search Engine Journal.
Nadya Khoja
Nadya Khoja is the Chief Growth Officer for Venngage. When she is not writing about SEO, Content Marketing, Productivity and Business, she cooks dinner for strangers in apartment restaurant, Chez Lisgar.
Rollo Wenlock
Rollo the co-founder and CEO of Wipster, a tech startup that is revolutionizing how video is created. Rollo gets enthusiastic about ideas and either make a film about it, or make a company to support it.
Julia Farina
Julia is the VP of Marketing at Wipster, a tech startup that is revolutionizing how video is created. She’s excited and curious about where creative video and marketing strategy intersect.
Corey Braccialini
Corey is a content creator who is passionate about teaching people how to do complicated things in simple ways. Corey received an M.S. in Digital Marketing Strategy from Trinity College Dublin and is inspired by using new technologies to solve timeless problems. On the weekends, you can find Corey drinking a pint of local craft beer while thinking of ways to reduce flywheel friction.
Curriculum
Welcome to the Content Marketing Certification Course
Lesson - 9 min
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Lesson instructor: Justin Champion In this lesson, you'll learn what content marketing is and how to do it.
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The Power of Storytelling
Lesson - 31 min
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Lesson instructor: Lindsay Thibeault Every successful company has a story. It’s needed to survive. What do you stand for? What message do you support? How do you create content that aligns with your purpose or mission? These are all concepts that we’ll discuss in this lesson.
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Building a Content Creation Framework
Lesson - 31 min
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Lesson instructor: Abigael Donahue A defined process will help keep your content creation efforts running like a well-oiled machine. This lesson covers how to build a framework for creating content within your company. If you really want to create great content, then you need to have a process in place that’s more advanced than just writing and publishing content. You need to be able to identify campaigns, set timelines, and review and edit before it goes live, all of which will be discussed further in this class.
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Planning a Long-Term Content Strategy
Lesson - 42 min
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Lesson instructor: AJ Beltis A long-term plan identifies and organizes all the initiatives and campaigns over the course of a year where content will need to be created. In this lesson, you’ll learn how to create realistic content goals and perform an audit that will help identify content needs to build a helpful, relevant journey for your audience. You’ll finish the lesson with an overview from CMO of Orbit Media, Andy Crestodina, on how to work with industry influencers to expand the reach of your content efforts.
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Generating Content Ideas
Lesson - 23 min
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Lesson instructor: Guillaume Delloue One of the differences between good and great content marketers is that the latter have a process which they rely on to consistently produce high-quality content ideas. In this lesson, you’ll learn techniques on how to research and uncover an idea and expand on it whether you’re doing it yourself or with a team. Sometimes, ideas aren’t easily apparent.
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Creating Quality Blog Content Your Audience Loves to Read and Share
Lesson - 52 min
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Lesson instructor: Justin Champion Creating quality blog content your audience loves to read and share is easier said than done. In this lesson, you'll learn why blog post structure matters, how to choose a topic and a title for a blog post, and how to structure a blog post. You'll then finish with some effective blog writing tips.
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How HubSpot Uses Blogging to Rank #1 on Google
Lesson - 38 min
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Lesson instructor: Matthew Howells-Barby In this lesson, you’ll learn all about the three major things HubSpot has done to increase our rank in search and dramatically increase organic traffic using our blog. You’ll learn all about building topical relevance, optimizing your blog content for Google’s featured snippet, and implementing a process called historical optimization to rank for target topics using blog posts you’ve already written and published.
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Extending the Value of Your Content Through Repurposing
Lesson - 44 min
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Lesson instructor: Justin Champion A wise marketer looks for efficiencies when it comes to content output. Repurposing content is a strong content creation method of recycling content into different formats, giving yourself the ability to produce more content at a quicker pace. In this lesson, you’ll learn how to proactively identify repurposing opportunities before a piece of content is created, as well as how to repurpose and republish a successful piece of content after it’s been created.
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Creating Topic Clusters and Pillar Pages
Lesson - 46 min
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Lesson instructor: Justin Champion Content marketers are constantly battling for the attention of their audience. But with all the content being published online, search engines like Google are being forced to better organize and showcase the content it thinks would be helpful to the searcher. In this lesson, you’ll learn how to create and organize content in a way that solves for search engines as well as your website visitors.
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How to Create a Successful Video Marketing Strategy
Lesson - 33 min
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Lesson instructor: Justin Champion Learning how to create a successful video marketing strategy can be complicated if you don't have the right mindset. In this lesson, you'll learn why it's important to create engaging videos and how to use video throughout the inbound methodology. You'll then gain some tips for getting started from video marketing experts at Wipster.
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Building a Guest Blogging Strategy Powered by SEO
Lesson - 44 min
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Lesson instructor: Justin Champion Building a guest blogging strategy that's optimized for search engines takes a lot of work and dedication. In this lesson, you'll learn why guest blogging is a critical piece of your blogging strategy, how to create a guest blogging strategy, how to find guest blogging opportunities, and how to secure a guest blogging spot. You'll then finish with how to write a guest blog author bio.
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How to Effectively Promote Content
Lesson - 56 min
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Lesson instructor: Corey Braccialini Content promotion is an essential part of any content strategy. In this lesson, you’ll learn how to build a promotional plan, promote your content on organic and paid channels, and keep up with trends to continually improve your content promotion strategy. Larry Kim, the founder of WordStream and CEO of MobileMonkey, pulls everything together with an example of effective content promotion.
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Measuring and Analyzing Your Content
Lesson - 48 min
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Lesson instructor: Corey Braccialini You can determine your content strategy's return on investment by setting goals and measuring content performance. In this lesson, you’ll learn how to identify and set goals for your content, which metrics to track for your organic and paid efforts, how to attribute conversions, and how to communicate your content’s performance. Plus, see measuring and analyzing content in action with an example from Larry Kim, founder of WordStream and CEO of MobileMonkey.
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Content Marketing Certification Course Next Steps
Lesson - 11 min
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Lesson instructor: Justin Champion In this lesson, you'll learn what steps you need to take to become a content marketing expert.
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Course transcript
Content Marketing Certification Course: Introduction Video [Transcript]
Welcome to the Content Marketing Certification! We're excited for you to join us in learning how to apply Content Marketing to your current strategy. My name is Justin. I'm on the HubSpot Academy team and I'll be guiding you through the certification. The Content Marketing Certification is going to help you develop a content marketing foundation, from creating a content marketing strategy to consistently developing, repurposing, promoting, and analyzing your content-all important pieces of a successful content marketing approach. Our goal is to help you get started with content marketing. Once you've watched the classes, prepare with the study guide, and take the exam. Once you successfully pass the exam, then you'll become officially Content Marketing Certified! You'll earn a badge and certificate so that you can show the world your knowledge about content marketing. Now go ahead and get started with watching those videos. There's a lot to cover! Best of luck on your exam, we hope you enjoy it!
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