DePaul University

Content Marketing Strategy Certificate Program

Available dates

Feb 10—Mar 22, 2020
Modules info
USD 1295
May 18—Jun 28, 2020
Modules info
USD 1295


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About the course

According to Adweek, 81 percent of shoppers conduct research online before making a purchase. As a marketer you should meet prospective customers and engage the loyalty of current customers where they are most likely to notice. Content marketing drives sales, customer loyalty and brand awareness by providing potential customers the information they are using to evaluate your brand, product and service before they ever speak with a sales representative. In this six-week certificate program, you will discover how to use this marketing approach to expand brand awareness and transform a person who is just aware of your products or services into a purchaser. The Content Marketing Certificate Program will help you learn how to master the marketing technique that’s driving optimal growth and return on marketing investment for brands in every industry.


You will gain working, practical knowledge of a new skill that will increase your value in the marketplace as more and more companies hire content marketing staff. According to a recent LinkedIn career report, in 2017:

  • 89 percent of B2B companies are using content marketing
  • 75 percent of companies increased their production of content marketing
  • 51 percent of companies had a content marketing manager on staff—up from 42 percent in 2016


Class 1: Foundations of a content marketing strategy

  • Defining content marketing vs. inbound marketing
  • Three rules of exceptional content
  • Recommendations for leveraging content for other marketing and business objectives
  • How to start creating a content marketing plan

Class 2: How to build a long-term content strategy

  • Analysis of two content creation methodologies
  • Mapping a content marketing strategy and editorial calendar to the buyer’s journey
  • Common methods for scaling content production without going insane
  • Analysis of two content creation methodologies
  • Content research principles and strategies

Class 3: How to optimize content for search

  • Tools, tricks and tips for optimizing content for search and conducting keyword research
  • How to build a content pillar within your website
  • How Google evaluates page quality for search engine optimization

Class 4: Content promotion tactics

  • How to select the right mixture of content promotion tactics to meet your goals
  • 10 content promotion tactics to meet every budget

Class 5: Analysis and data-informed content

  • What does the data mean? Learn how to build content reports using Google Analytics and evaluate content performance
  • How to use Google Analytics and Google Search Console for content marketing

Class 6: Content marketing mini-hackathon

Creating a content marketing editorial plan aligned to the stages in the buyer’s journey hackathon.

Who should attend

This certificate program is ideal for marketers who want to gain working, practical knowledge of a new skill that will increase their value in the marketplace.

Trust the experts

Jessica Kumor

Jessica began her career as a traditionally trained journalist, reporting on the news that mattered most, and has brought that same philosophy to the world of content marketing. Her integrated SEO content marketing skills have helped clients achieve higher search engine rankings, improve sales a...


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