Advanced Content Marketing Certification Training:

Key features

  • 15 hours of high-quality e-learning content - 18 lessons
  • 4 progress quizzes after each lesson
  • 5 practice projects for a holistic experience
  • Case studies on both B2B and B2C examples
  • Assessment tests on completion of the course
  • Comprehensive, up-to-date content

Exam & certification

How do I get certified in Advanced Content Marketing?


  • Complete 85% of the course.

  • Complete 3 projects and 1 simulation test with a minimum score of 60%.

What are the prerequisites for the certification?

There are no particular prerequisites for this course. However, participants should have a flair for writing. Although not required, many participants might also benefit from our Content Marketing Foundations course.

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Course Details

Course description

Content Marketing is aimed at building authority, amplifying the message, acquiring, and retaining the intended audience. Well written Marketing Content helps build the reputation of a trusted advisor.



This Advanced Content Marketing Course trains participants to produce compelling and impressive Marketing Content, concentrating on the vital strategies, tactics, and best practices that a writer needs to create and enhance content marketing efforts. This course also helps participants learn various aspects of planning and executing Content Marketing strategies with greater efficiency and impact, guiding participants to harness the power of words to disseminate information and create impressive marketing content.

The learning objectives of this Advanced Content Marketing Course are:



  • Create interesting and compelling Marketing Content

  • Identify Prospects and create an effective Content Marketing Strategy

  • Create messaging and appropriate content guidelines

  • Learn how to find industry influencers and identify promotional opportunities

  • Learn content marketing strategies, tactics, and best practices to produce effective content

  • Learn how to develop appropriate content for each type of audience segment

  • Create best practices for content across media types, including social media, images, etc.

This course will be of particular interest to professionals in these fields:



  • Digital marketing

  • Online content planning or writing

  • Business development

  • Social media and search marketing

  • Public relations

  • Organizational communication

  • Branding

Course Preview

  • 1.1 Introduction
  • 1.2 What's In It For Me
  • 1.3 What Is Content Marketing
  • 1.4 How to Become a Best-in-Class Content Marketer
  • 1.5 Becoming an Effective Content Marketer - 1
  • 1.6 Becoming an Effective Content Marketer - 2
  • 1.7 Becoming an Effective Content Marketer - 3
  • 1.8 Becoming an Effective Content Marketer - 4
  • 1.9 Becoming an Effective Content Marketer - 5
  • 1.10 Becoming an Effective Content Marketer - 6
  • 1.11 Becoming an Effective Content Marketer - 7
  • 1.12 Becoming an Effective Content Marketer - 8
  • 1.13 Becoming an Effective Content Marketer - 9
  • 1.14 Becoming an Effective Content Marketer - 10
  • 1.15 Becoming an Effective Content Marketer - 11
  • 1.16 Becoming an Effective Content Marketer - 12
  • 1.17 Becoming an Effective Content Marketer - 13
  • 1.18 Becoming an Effective Content Marketer - 14
  • 1.19 Becoming an Effective Content Marketer - 15
  • 1.20 Becoming an Effective Content Marketer - 16
  • 1.21 Key Takeaways
  • Quiz: Introduction to Content Marketing
  • 2.1 Introduction
  • 2.2 What's In It For Me
  • 2.3 Vision for Successful Content Marketing
  • 2.4 The Michelin Guide Story
  • 2.5 Hindustan Unilever
  • 2.6 Volvo Trucks
  • 2.7 Dell's Take It Easy
  • 2.8 Key Takeaways
  • Quiz: Developing a Vision of Content Marketing Success
  • 3.1 Introduction
  • 3.2 What's In It For Me
  • 3.3 Content Marketing Budget
  • 3.4 Objectives and Key Performance Indicators (KPIs)
  • 3.5 Challenges and Impact
  • 3.6 Best Practices
  • 3.7 Benefits and Financial Impact
  • 3.8 Build your Business Case
  • 3.9 Compare the Value of Content Marketing
  • 3.10 Key Takeaways
  • Quiz: Developing a Business Case for Content Marketing
  • Developing the business case for content marketing
  • 4.1 Introduction
  • 4.2 What's In It For Me
  • 4.3 Creating a Successful Content Marketing Strategy
  • 4.4 Model for Creating a Successful Content Marketing Strategy
  • 4.5 Content Marketing Strategy - Two-Step Model
  • 4.6 Two Step Model - First Phase
  • 4.7 Two-Step Model - Second Phase
  • 4.8 Benefit of Two-Step flow Model
  • 4.9 Key Takeaways
  • Quiz: Creating a Successful Content Marketing Strategy
  • 5.1 Introduction
  • 5.2 What's In It For Me
  • 5.3 Editorial Mission Statements
  • 5.4 Create Remarkable Content
  • 5.5 Top Global Ad Campaigns
  • 5.6 Remarkable Editorial Mission Statement
  • 5.7 Key Takeaways
  • Quiz: Creating a Remarkable Editorial Mission Statement
  • 6.1 Introduction
  • 6.2 What's In It For Me
  • 6.3 Target Intent over Demographic
  • 6.4 Target Customers on Mobile Devices
  • 6.5 Target Intent on YouTube
  • 6.6 Know Your Customers' Intent
  • 6.7 Have a Mobile-friendly Website
  • 6.8 Video are Preferred Over Text
  • 6.9 Key Takeaways
  • Quiz: Target Customer Intent Instead of Demographics
  • 7.1 Introduction
  • 7.2 What's In It For Me
  • 7.3 Importance Of Influencer Marketing
  • 7.4 Process Of Augmenting With Influencers
  • 7.5 Case Study—Orange France
  • 7.6 Key Takeaways
  • Quiz: Targeting Key Influencers
  • Targeting key influencers who influence your customers
  • 8.1 Introduction
  • 8.2 What's In It For Me
  • 8.3 Help Content
  • 8.4 Hub Content
  • 8.5 Hero Content
  • 8.6 Key Takeaways
  • Quiz: Produce Help Hub and Hero Content Consistently
  • 9.1 Introduction
  • 9.2 What's In It For Me
  • 9.3 Producing Engaging Content
  • 9.4 Engagement Through Video and Text
  • 9.5 Text Vs Video
  • 9.6 What to Seek
  • 9.7 Checklist - When to Use Video or Text
  • 9.8 Key Takeaways
  • Quiz: Producing Engaging Content More Frequently
  • 10.1 Introduction
  • 10.2 What's In It For Me
  • 10.3 B2C and B2B Content Marketing Tactics—Usage
  • 10.4 B2C and B2B Content Marketing Tactics—Effectiveness
  • 10.5 Email Newsletters
  • 10.6 In-person Events
  • 10.7 Illustrations/Photos
  • 10.8 Social Media content
  • 10.9 Infographics
  • 10.10 Videos—B2C
  • 10.11 Videos—B2B
  • 10.12 Online Presentations
  • 10.13 Microsites
  • 10.14 Website Articles
  • 10.15 Blogs
  • 10.16 Webinars
  • 10.17 Case Studies
  • 10.18 Mobile Apps
  • 10.19 Print Magazines
  • 10.20 Digital Magazines
  • 10.21 Books
  • 10.22 Podcasts
  • 10.23 White Papers
  • 10.24 Research Reports
  • 10.25 E-Books
  • 10.26 Branded Content Tools
  • 10.27 Virtual Conferences
  • 10.28 Key Takeaways
  • Quiz: Use Effective B2C and B2B Content Marketing Tactics
  • Using effective B2C and B2B content marketing tactics
  • 11.1 Introduction
  • 11.2 What's In It For Me
  • 11.3 Social Media Platforms
  • 11.4 Facebook
  • 11.5 LinkedIn
  • 11.6 YouTube
  • 11.7 YouTube - Create Great Content
  • 11.8 YouTube - Develop a Programming Strategy
  • 11.9 Twitter
  • 11.10 Key Takeaways
  • Quiz: Building Successful B2C and B2B Social Media Platforms
  • 12.1 Introduction
  • 12.2 What's In It For Me
  • 12.3 Optimizing Your Content For Your Web Site
  • 12.4 Creating A Google-friendly Web Site
  • 12.5 Optimizing Web Pages For Keywords
  • 12.6 Optimizing Video Content
  • 12.7 Micro-moments
  • 12.8 Key Takeaways
  • Quiz: Helping Customers find the Information They Seek
  • 13.1 Introduction
  • 13.2 What's In It For Me
  • 13.3 Influencing the Influencers
  • 13.4 Schmooze Optimization
  • 13.5 Nurture Key Relationships
  • 13.6 Example - WineWorld
  • 13.7 Four Key Influencers
  • 13.8 Engaging Digital Presence
  • 13.9 Keys to Success
  • 13.10 Work together with influencers
  • 13.11 GE with influential YouTube creators
  • 13.12 Creations in support with GE
  • 13.13 Key Takeaways
  • Quiz: Help Key Influencers Impact the Buyers Decision-Making Process
  • Helping key influencers impact the buyer’s decision-making process
  • 14.1 Introduction
  • 14.2 What's In It For Me
  • 14.3 Sales and Sales Lead Quality
  • 14.4 Touchpoints in the Customer Journey
  • 14.5 Turning Touchpoints into Quality Leads or Sales
  • 14.6 Focus on the Right Metrics
  • 14.7 Value Your Best Customer
  • 14.8 Attribute Value Across the Journey
  • 14.9 Prove Marketing Impact
  • 14.10 Key Takeaways
  • Quiz: Measuring Content Effectiveness
  • 15.1 Introduction
  • 15.2 What's In It For Me
  • 15.3 Return on Marketing Investment
  • 15.4 The Power of the Press Release
  • 15.5 Test 1 - ROMI Revisited
  • 15.6 Test 2 - Impact of a Budget Cut
  • 15.7 Test 3 - Impact of Using Multimedia
  • 15.8 Key Takeaways
  • Quiz: Measuring Return on Marketing Investment
  • 16.1 Introduction
  • 16.2 What's In It For Me
  • 16.3 Creating Engaging Content
  • 16.4 What is Effective and What is Not
  • 16.5 Key Takeaways
  • Quiz: Improving by Experimenting With New Initiatives
  • 17.1 Introduction
  • 17.2 What's In It For Me
  • 17.3 Content Marketing Maturity
  • 17.4 Get Value from Editorial Meetings
  • 17.5 Content Marketing in Organizations
  • 17.6 Content Marketing with SEO and Social Media
  • 17.7 Leverage Paid Advertising
  • 17.8 Sophisticated Content Marketers
  • 17.9 Analytics Tips
  • 17.10 Key Takeaways
  • Quiz: Improve Effectiveness by Becoming More Sophisticated or Mature
  • 18.1 Introduction
  • 18.2 What's In It For Me
  • 18.3 Content Marketing Forecast
  • 18.4 Impact on Content Marketing Strategy
  • 18.5 Video Sharing Platforms—Audience Segments
  • 18.6 Video Sharing Platforms—Content Genres
  • 18.7 YouTube vs Facebook
  • 18.8 YouTube Best Practices—Part 1
  • 18.9 YouTube Best Practices—Part 2
  • 18.10 Virtual Reality
  • 18.11 Facebook Best Practices
  • 18.12 Instagram and Twitter Best Practices
  • 18.13 Key Takeaways
  • Quiz: Content Marketing in the Foreseeable Future
  • Improving by becoming more sophisticated or mature
  • Course Feedback