Content Strategy Training:
Content Strategy Course: Learn How to Create a Successful Content Strategy
Discover how to create engaging and impactful content with HubSpot Academy’s Content Strategy Course. Learn how to align your content strategy with your brand's values to attract, engage, and delight your audience through each stage of the buyer's journey. Gain the skills to develop a comprehensive content plan, optimize your content for search engines, and learn the best practices for effective content promotion. Expand your content planning knowledge and skills to create a powerful content strategy with HubSpot Academy.
Who is this for?
- Marketing professionals interested in enhancing their overall content strategy
- Inbound professionals looking to optimize their content planning skills within an inbound methodology
- Content producers seeking to develop effective strategies for creating and promoting engaging content
What you'll learn
- Create a long-term content plan that aligns with your business goals
- Build a comprehensive content promotion strategy to increase audience reach and engagement
- Develop a growth marketing mindset and stay ahead in the dynamic digital media landscape
Includes
Content Marketing
Instructors
Kara Susvilla
Kara began her HubSpot journey working with a HubSpot Solutions Partner marketing agency. After leading the agency’s marketing team and running their local HUG, she’s excited to continue helping learners grow better as an Inbound Professor. Outside of work, you can find her tending to her plant jungle or watching NPR’s latest Tiny Desk video.
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.
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.
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.
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.
Sujan Patel
Sujan Patel is the co-founder of Web Profits, a growth marketing agency helping companies leverage the latest and greatest marketing strategy to fuel their businesses. Sujan has over 13 years of internet marketing experience and has led the digital marketing strategy for companies like Sales Force, Mint, Intuit and many other Fortune 500 caliber companies.
Curriculum
Welcome to the Content Strategy Course
Lesson - 8 min
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Lesson instructor: Kara Susvilla In this lesson, you'll learn more about the content strategy course.
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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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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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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 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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Developing a Growth Marketing Mentality
Lesson - 14 min
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Lesson instructor: Sujan Patel Understanding how to be creative and have an eye for seeking out new opportunities is what will set you apart from your competitors and others creating great content. What works today might not necessarily work tomorrow. Always challenge the status quo. Always look for new opportunities. In this lesson, Sujan Patel will teach you 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.
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Content Strategy Course Next Steps
Lesson - 16 min
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Lesson instructor: Kara Susvilla Learn what to do after the Content Strategy course.
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Course transcript
Content Strategy Course: Introduction Video [Transcript]
Hey there. I'm Corey with HubSpot's Marketing Team. Welcome to the Content Strategy Course. You're probably eager to get started with creating content but I assure you, content creation without strategy often leads to content that's disjointed and lacks purpose. Think of your content strategy like a puzzle. Every piece of content you create should be seen as a puzzle piece that's meant to connect your overall content library and strengthen your business's purpose. In this course, you'll learn how to put the pieces of your content strategy puzzle together in the most efficient and effective way. By the end of this course, you'll be able to: Determine the purpose of the content your business is creating. Identify a long-term content plan that accounts for content across all the channels your business communicates on. Create search engine-friendly content. Repurpose your content in a way that helps increase your chances of being found on search engines. Promote your content, getting it in front of those who need it most. And understand how to analyze and measure your content's effectiveness.
To apply what you have learned to your own business, make sure to complete the Practical Exercises associated with the various lessons within this course. Each practical exercise you'll find in this course is connected to the Content Marketing Workbook. Anyone who completes all the workbook exercises will have created a repeatable action plan that can be implemented immediately. To download your free copy of the Content Marketing Workbook, go to the Resources section below this video.
One last thing, we believe that the best way to learn is by implementing strategies, sharing ideas, and discussing what you've learned with a group of marketers just like you. That's why we've created the HubSpot Academy Content Marketing Pros Group on Facebook. This is a group of professionals who are paving the way for the future of content marketing. Here you can connect with fellow marketers from around the world to share ideas, ask questions, and be inspired. With that said, it's time to get started. Enjoy.
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