Free Content Marketing Training

Your go-to source for learning and applying content marketing to your business.



If you’re someone who’s looking to develop an effective content marketing skill set and apply it to your day to day life, then you’re in the right place. 

The goal of this page is to train you and others around you how to develop a successful content marketing process for your business. And the best part? All the resources found on this page are free, because everyone should have the opportunity to learn and grow.

Marketing Stats

Do you know where the content marketing industry is headed? Do you know what the most successful content marketers focus on? If you don't, it can be difficult to improve the focus of your efforts.

Maybe you have a hunch on what works and what doesn't, but knowledge is power. You can get a head start by learning from others and making well-informed choices to put together the best possible content marketing strategy for your business.

Luckily, HubSpot can make this search easier for you with the ultimate list of marketing statistics.

  • 47%

    of buyers view 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016)

  • 96%

    of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016)

  • 11%

    of marketers plan to add podcasting to their marketing efforts in the next 12 months. (HubSpot, 2017)

  • 28%

    of B2B marketers say they have a documented editorial mission statement. (Content Marketing Institute, 2015)

Looking for a comprehensive list of content marketing statistics? We've got you covered.

Training Videos

We all lead busy lives. That shouldn't be a reason that keeps you from learning something new that will help you and your business grow faster.

HubSpot Academy offers a plethora of on-demand content marketing lessons designed to make you a more effective content marketer. Start with one and continue with more to work towards earning your Content Marketing Certification, a globally recognized industry credential.

The Power of Storytelling

Every successful company has a story. It’s needed to survive. What do you stand for? What message do you support? These are all concepts that we’ll discuss in this lesson.

Start Lesson
Generating 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.

Start Lesson
Planning a Long-Term Content Strategy

In this lesson, you’ll learn how to create realistic goals for your audience, also known as buyer personas, perform an audit that will help identify content needs and gaps to build a helpful, relevant journey for your personas, as well as how to create your content compass by mapping out your content creation roadmap.

Start Lesson
Building a Content Creation Framework

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 lesson.

Start Lesson
Becoming an Effective Writer

In this lesson, you’ll learn how we get ideas out of our heads and format them into an effective piece of content. Additionally, you’ll learn some grammatical pitfalls to avoid. Sometimes a simple wrong use of it’s vs. its can deter your audience.

Start Lesson
How to Find the SEO Strategy that Fits Your Business

In this lesson, you'll learn how search engines rank content in 2018, which SEO approach fits your business, and how to measure your website's SEO authority.

Start Lesson
Extending the Value of Your Content Through Repurposing

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.

Start Lesson
How to Effectively Promote Content

In this lesson, you’ll learn how to promote content through your distribution channels, like email and social media. We’ll also show you specific tactics on how to promote your content to make sure you’re effective in approach.

Start Lesson
Measuring and Analyzing Content

This lesson will help you understand various metrics and data points to track and measure to see whether or not your initiatives are successful. This way your business is constantly growing and learning as opposed to doing the same ole’ thing because it’s what you’ve always done. You’ll also learn how to communicate the results of your content efforts with the rest of your team.

Start Lesson
Developing a Growth Marketing Mentality

In this lesson, you’ll learn how to instill a growth marketing mindset within your organization and how to manage your growth funnel. This is especially important with the ever-changing landscape of digital media.

Start Lesson
Creating Topic Clusters and Pillar Pages

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 they think would be helpful to the searcher. In this lesson, you’ll learn how to create and organize content that solves for both the search engine and humans.

Start Lesson
Image Frame

Content Marketing Course

This course will teach you how to build scalable, repeatable processes for creating and promoting content that converts into leads and new customers. If you're creating content or managing content creators, this course will give you expert tactics for efficiently building your content library and extracting more value from every content asset you create. Upon completing the course and earning your certification, you'll join a network of 137,000 (and growing) certified marketers who are transforming the way the world does business with HubSpot Academy.

  • The Content Marketing Certification is outstanding, because it strikes the right balance of information, statistics, data, case studies, and best practices.

    Content Marketing Certified marketing professional

  • Excellent program that I will refer back to throughout the year in my job. I hope more of your future programs are like this.

    Content Marketing Certified marketing professional

  • I thought this was one of the best and most relevant program certifications that I have done thus far.

    Content Marketing Certified marketing professional

Content Marketing Workbook: A Beginner's Guide to Applying Content Marketing to Your Business

The activities and readings in this workbook will help you fine-tune and grow your content marketing capabilities. Each section is based on learnings from each lesson in HubSpot’s Content Marketing Certification course. This way, you can apply what you learned to your business. If you need help, refer to the helpful links below each activity.

  • It's clear and concise. It's easy to read and full of practical hints and advice.

    Content marketing professional

  • I like this way of learning; by doing. Also it is good to be prompted to watch/ read/ listen to additional resources. And what I like is that the text fields are made in size that prevents you from writing too much.

    Content marketing professional

  • Lots of very good information condensed into an easily digestible format.

    Content marketing professional

  • I like how easy this workbook is. It makes things a lot easier on me to train my team

    Content marketing professional

Live Training

HubSpot Academy's content professor, Justin Champion, is going on a cross-country roadshow. The goal? To educate and inspire people to create effective inbound content. He'll be doing this by teaching a live two-hour interactive workshop titled "Trailblazing Your Content Marketing Strategy." If you're someone who wants to identify a long-term content marketing strategy framework for your business, then this workshop is for you.

  • In-Person Interactive Workshops

In-Person Interactive Workshops

People who learn together grow together. 

Open to everyone. Join an in-person workshop with Content Professor and digital nomad, Justin Champion, and network with fellow marketers in your area. Click the tour dates below to learn more and register with your local HubSpot User Group. 

March 7, 2018 – Savannah, GA

March 13, 2018 – Orlando, FL

April 18, 2018 – Houston, TX

May 8, 2018 – Fort Worth, TX

May 24, 2018 – Salt Lake City, UT

June 20, 2018 – Portland, OR

June 26, 2018 – Sacramento, CA

July 12, 2018 – San Diego, CA

August 7, 2018 – Kansas City, MO

August 23, 2018 – Buffalo, NY

September 26, 2018 – Richmond, VA

October 2, 2018 – Philadelphia, PA

October 10, 2018 – Boston, MA

  • This was very insightful and educational. I'm looking forward to implementing this on our site. I'm going to forward this to others in our organization.

    Interactive workshop participant

  • Awesome step-by-step of how to get from A to Z and back again when it comes to content pillars.

    Interactive workshop participant

  • More reinforcement that I made the right decision in choosing HubSpot. You are leaders all the way!

    Interactive workshop participant

  • Great presentation and perfectly timed activities.

    Interactive workshop participant

  • It was really helpful to go through and map topics alongside my coworker.

    Interactive workshop participant

How-to in HubSpot

HubSpot has a powerful Marketing Hub full of tools needed to run successful content marketing campaigns that make people interested in your business and happy to be your customer. So whether you have a specific task you’re trying to complete or something new you’re trying to learn, we have a resource that can help you get through the situation with confidence.

If you want to learn how to effective use HubSpot's Marketing Hub, then start and complete HubSpot's Marketing Software Certification course. This certification course will take you on a tour of Marketing Hub and demonstrate how to use the tools to create and implement a cohesive inbound marketing strategy. There's even a case study lesson which shows how to launch an inbound marketing campaign in support of a topic-driven content strategy. The case study includes 14 HubSpot Marketing Hub tools and two native integrations. Watch below to learn more:

Learn more about the HubSpot Marketing Software Certification course.