Content Marketing Certificate Program Module 2: Developing a Content Marketing Strategy

Categories: Communication Strategy, Measurement & ROI

Content marketing is one of the most in-demand skill sets needed for successful communication professionals today. PRSA’s Content Marketing Certificate Program is designed to teach and empower you to develop content strategies and tactics that deliver quantifiable business outcomes.

Communication and public relations professionals need to add content marketing to their skill set to fit into an evolving communications industry where PR, digital, social and marketing all work together to meet a company’s business goals. This module will help attendees understand what content marketing means and how it can help them achieve their objectives. Attendees will learn the principles behind developing a content marketing strategy as well as the various tactics that can be used in content marketing campaigns. The learnings will be augmented by real examples in the form of case studies from some of the best content marketing campaigns, and attendees will leave understanding how to get started in content marketing as a communications professional.

By the end of this module, participants will be able to:

• Define what is content vs content marketing vs content strategy.
• Document a strategy for content that better aligns with business goals.
• Align content (gaps) to the buyer journey.
• Distribute & measure content to demonstrate results.
• Understand the “Considerations:” business priorities, overall marketing strategy, technology stack, processes and org structure.