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Content Marketing Strategy: Beyond Writing Posts, 390+ Tools
2,883 students
Content Marketing Strategy: Beyond Writing Posts, 390+ Tools
Plenty of posts, little effect? Content marketing strategy: brand voice, research, expert content, owned and paid media
Last updated 10/2026
English
English [Auto],
What you'll learn
- Plan, research and measure content that moves people: take 390+ procedures, templates, checklists and question lists in 47 downloadable resources
- Set a content marketing strategy on brand positioning, brand voice and campaign planning
- Research the audience and run content research operations
- Capture expert knowledge and turn it into content
- Run content operations: repurposing and metrics
- Produce long-form, video and live content with facilitation and engagement
- Use gamification and behaviour change content
- Distribute through owned, paid and earned media, and build thought leadership content
- See 57 services on screen, including Claude, ChatGPT, LinkedIn, Facebook and Google Forms
- Learn with Mike, the #1 HR instructor on Udemy: 1,800,000+ enrollments, 170,000 students, about 200 books on Amazon
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Course content
15 sections • 44 lectures • 23h 39m total length
Requirements
- Experience in marketing, communications or HR helps
- English at intermediate level or above, since all lessons are in English
Description
This course contains the use of artificial intelligence.
Writing is the easy part of content marketing. It is also the only part you can hand to somebody else. The hard part is upstream and downstream of it: strategy, research and distribution. Here are 391 tools for those parts: 221 ready-to-use procedures, templates, checklists and question lists, 108 models and methods, 57 services shown on screen and 5 working files.
Open a lecture, take the template, and plan your next campaign around it.
Why content does not work
Teams produce posts on a calendar without a position, a voice or research behind them. Expert knowledge stays in people's heads, content is published once and forgotten, distribution is an afterthought, and metrics count likes instead of results.
What changes after this course
Your content starts from a brand position and real audience research. Experts' knowledge becomes material, every piece is repurposed and measured, and owned, paid and earned media work together to build thought leadership.
What is inside: 391 tools, counted lecture by lecture
You do not have to take this number on trust. Open any lecture and read its description: every tool inside is listed there by name.
- 47 downloadable resources: lecture presentations plus 5 working files, including a content piece breakdown workbook and sample survey and EVP reports
- 221 ready-to-use tools inside the presentations:
- 58 step-by-step procedures: campaign media planning, AI video production, topic clustering, content factory
- 50 templates and sample documents: positioning statement, tone of voice, editorial calendar, case study documentation structure
- 45 checklists: messaging consistency, big idea evaluation, brand identity launch, webinar preparation
- 27 question lists and scripts: campaign channel selection, expert knowledge capture interviews, course customer discovery interview, webinar opening script
- 17 ready AI prompts: brand positioning, messaging matrix generation, brand voice agent, campaign headline generation
- 15 scorecards, rubrics and matrices: competitor comparison matrix, positioning robustness, messaging matrix, stakeholder power-interest matrix
- 6 metric sets and 3 other working tools: brand architecture decision worksheet, chart selection guide
- 108 models and methods explained with examples: AIDA model, sales funnel, Nielsen Norman tone of voice dimensions, headline-body-CTA framework
- 57 services shown on screen, including Claude, ChatGPT, LinkedIn, Facebook, Google Forms and Confluence
Where the tools are
Strategy and brand voice (2 sections, 89 tools). Brand positioning, voice, campaign planning and content plans.
Audience and research (2 sections, 42 tools). Audience research, fieldwork and research operations.
Expert content and operations (2 sections, 71 tools). Capturing expertise, repurposing and metrics.
Long-form, video and live (2 sections, 73 tools). Production, facilitation and engagement.
Gamification and behaviour change (2 sections, 23 tools). Platforms, campaigns, recognition and motivation.
Distribution and thought leadership (4 sections, 121 tools). Owned, paid and earned media, and executive brand content.
Who is teaching
I am Mike, the #1 HR instructor on Udemy, with 1,800,000+ course enrollments from 170,000 students, and the author of about 200 books on Amazon. I built the people system at Preply as it became a unicorn and worked at Wargaming, iDeals and Alfa-Bank across 20 years in HR. I hold PHRi, SHRM-CP and HCI sHRBP certifications and represent HRCI in Eastern Europe.
At the STB TV channel I started a corporate blog for employees and candidates, which I wrote myself. It became a channel the company owned, where we told our own stories instead of waiting for media or job sites to tell them for us.
How to use the course
Start with strategy and research, then plan your content operations and distribution. Section and lecture titles show how many tools are inside, and each lecture description lists them by name.
What is included
- 44 lectures across 15 sections, 23.5 hours
- 47 downloadable resources: lecture presentations and 5 working files
- 391 tools across the lessons, including 57 services shown on screen
- Lifetime access to all materials
- Active instructor support in the Q&A section
- A Udemy Certificate of Completion
Where to start
Write down who your content is for and what they should do after reading it, then open the first section. Enrol now and start your first lesson today.
Who this course is for:
- Content and marketing managers
- Employer brand and internal communications specialists
- Founders doing their own marketing
- PR and communications professionals
- Experts building thought leadership