HubSpot Academy Content Marketing Certification Course
4.5 (349 ratings)
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HubSpot Academy Content Marketing Certification Course

Learn how to power your business with remarkable content.
4.5 (349 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
7,725 students enrolled
Price: Free
Includes:
  • 3.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
What Will I Learn?
  • Implement a sustainable content marketing strategy for your business.
  • Create a long-term content framework and strategy.
  • Generate content ideas and execute them with effective writing and storytelling.
  • Extend the value of content through repurposing.
  • Effectively promote content and measure audience engagement.
  • Once you've completed the course, head to HubSpot Academy to take the exam for free and receive the badge and certificate to add to your LinkedIn profile, resume, and more.
View Curriculum
Requirements
  • This course is for anyone interested in growing their business, and their career, through content marketing. We recommend completing the HubSpot Academy Inbound Marketing Certification Course to build a fundamental understanding of the inbound methodology prior to taking this course.
Description

So what is content marketing, anyway? 

  • Content marketing is a marketing strategy that centers on creating, publishing, and distributing content for your target audience -- usually online -- the goal of which is to attract new customers. 

Why is content marketing so great? 

  • It's cost-effective because your content continues to deliver value (website traffic and leads) long after it's first created and published.
  • It builds trust with your target audience by demonstrating your expertise and ability to solve their problem.

What will I learn in this course?

  • This course will teach you how to build scalable, repeatable processes for creating and promoting content that attracts website traffic and converts it into leads for your business. If you're creating content or managing content creators - this course will give you expert tactics for efficiently building your content library, and extracting more value from every content asset you create.

What is HubSpot Academy?

HubSpot Academy is the worldwide leader in inbound education. As the training division of HubSpot, HubSpot Academy serves marketing and sales professionals with free training for the digital age. With over 50,000 awarded annually, HubSpot Academy's Inbound Certification has become the official badge of the inbound movement. We aim to educate and inspire people so that we, together, can transform the way the world does business.

Who is the target audience?
  • Marketers looking to advance their marketing career with an advanced certification.
  • Marketing Leaders who want their team to get more value from every content asset.
  • Entrepreneurs who need to grow their audience, and nurture their customers.
  • Students looking for internships or full-time positions in digital marketing roles.
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Curriculum For This Course
30 Lectures
03:30:41
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Understanding Content Marketing
3 Lectures 14:41

Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action. This class will introduce you to the world of content marketing and provide you a big picture view of everything you need for a successful content marketing strategy.

What is content marketing?
03:52

How do you create a successful content marketing approach?
06:09

What does content marketing look like?
04:40

Your HubSpot Academy account comes with free tools that will be used in several assignments in this course. You'll also take the official certification exam in your HubSpot Academy account when you're ready.
Set up your free HubSpot Academy Account
1 question
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The Power of Storytelling
3 Lectures 24:55

Every successful company has a story. It’s needed to survive. What do you stand for? What message do you support? These are all concepts that we’ll discuss in this class.

Why does your business need a story?
04:24

What do you need to tell a story?
16:11

What does a good story look like?
04:20
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Generating Content Ideas
3 Lectures 15:29

One of the differences between good and great content marketers is that the latter have a process which they rely on to consistently produce high-quality content ideas. In this class, you’ll learn techniques on how to research and uncover an idea and expand on it whether you’re doing it yourself or with a team. Sometimes, ideas aren’t easily apparent.

Why do you need a process to generate content ideas?
03:06

Where do ideas come from?
04:10

How do you generate ideas for content creation?
08:13
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Planning a Long-Term Content Strategy
3 Lectures 19:00

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. Simply identifying your plan will help you create content more easily and on a consistent basis. In this class, you’ll learn how to create realistic goals for your audience, also known as buyer personas, perform an audit that will help identify content needs and gaps to build a helpful, relevant journey for your personas, as well as how to create your content compass by mapping out your content creation roadmap.

Why is long-term content planning important?
03:40

How do you build a long-term content plan?
10:40

What should a long-term content plan look like?
04:40
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Building a Content Creation Framework
3 Lectures 20:11

A defined process will help keep your content creation efforts running like a well-oiled machine. This class will teach you how to build a framework for creating content within your company. If you really want to create great content, then you need to have a process in place that’s more advanced than just writing and publishing content. You need to be able to identify campaigns, set timelines, and review and edit before it goes live, all of which will be discussed further in this class.

Why does your business need a framework for creating content?
02:24

How do you build a framework for creating content?
09:31

What resources will you need to build a content creation framework?
08:16
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Becoming an Effective Writer
3 Lectures 22:48

In the digital world of inbound, the first impression of your business comes through your writing. You can have the best company, the best products, or the best services, but if you’re not able to communicate that to your audience, then you risk losing them. In this class, you’ll learn how we get ideas out of our head and format them into an effective piece of content. Additionally, you’ll learn some grammatical pitfalls to avoid. Sometimes a simple wrong use of it’s vs. its can deter your audience.

Why does effective writing matter?
02:32

How can you attract and engage people with effective content?
09:39

How can you improve your writing?
10:37
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Extending the Value of Content Through Repurposing
3 Lectures 24:47

A wise marketer looks for efficiencies when it comes to content output. Repurposing content is a strong content creation method of recycling content into different formats, giving yourself the ability to produce more content at a quicker pace. In this class, you’ll learn how to proactively identify repurposing opportunities before a piece of content is created, as well as how to repurpose and republish a successful piece of content after it’s been created.

Why is repurposing content important?
02:33

How do you extend the value of your content?
17:22

What does repurposing content look like?
04:52
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How to Effectively Promote Content
3 Lectures 22:07

Most marketers spend more time creating content than actually getting the word out by promoting it. When it comes to promoting content, you should spend about 40% of your time creating it and 60% of your time promoting it. In this class, you’ll learn how to promote content through your distribution channels, like email and social media. We’ll also show you specific tactics on how to promote your content to make sure you’re effective in approach.

Why is content promotion important?
03:16

How do you excel at content promotion?
13:59

What does content promotion look like?
04:52
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Analyzing and Measuring Your Content
3 Lectures 26:19

What’s the point of creating content if you don’t know whether it’s working or not. This class will help you understand various metrics and data points to track and measure to see whether or not your initiatives are successful. This way your business is constantly growing and learning as opposed to doing the same ole’ thing because it’s what you’ve always done. You’ll also learn how to communicate the results of your content efforts with the rest of your team.

Why is measuring and analyzing your content important?
02:35

How do you collect and interpret data?
17:22

What do you do with your data after you've collected it?
06:22
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Developing a Growth Marketing Mentality
3 Lectures 20:24

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 class, you’ll learn 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.

What is growth marketing?
02:40

How do you collect and interpret data?
10:15

What do you do with your data after you've collected it?
07:29
About the Instructor
HubSpot Academy
4.5 Average rating
3,337 Reviews
40,098 Students
5 Courses

HubSpot Academy is the worldwide leader in inbound education. As the training division of HubSpot, HubSpot Academy serves marketing and sales professionals with free training for the digital age. With over 50,000 awarded annually, HubSpot Academy's Inbound Certification has become the official badge of the inbound movement. We aim to educate and inspire people so that we, together, can transform the way the world does business.

Casey Linehan
4.5 Average rating
347 Reviews
7,725 Students
1 Course
Customer Success Manager

Casey Linehan is a sales and marketing professional with a background in identifying ways to streamline the sales and marketing process. Casey has three years of experience working with companies of all sizes and industries and brings his passion for sales and marketing alignment to help customers achieve their goals.

Jami Oetting
4.5 Average rating
347 Reviews
7,725 Students
1 Course
Content Strategy at HubSpot

Jami Oetting leads HubSpot's Content Strategy team, which focuses on creating multimedia, multi-platform content campaigns. Previously, she was the section editor of Agency Post, a blog acquired by HubSpot in 2013. She likes nice words and a perfectly placed semicolon, and she spends too much time thinking about media, marketing, and coffee. Jami graduated from the University of Missouri’s Journalism School.

Guillaume Delloue
4.5 Average rating
347 Reviews
7,725 Students
1 Course
Principal Channel Consultant at HubSpot

Guillaume Delloue is a Principal Channel Consultant on HubSpot’s Agency Partner team. Prior to this role he led marketing teams at different SaaS startups in the Boston area. During his downtime he’s also a digital marketing instructor for the Startup Institute

HubSpot Academy is the worldwide leader in inbound education. As the training division of HubSpot, HubSpot Academy serves marketing and sales professionals with free training for the digital age. With over 50,000 awarded annually, HubSpot Academy's Inbound Certification has become the official badge of the inbound movement. We aim to educate and inspire people so that we, together, can transform the way the world does business.

Lindsay Thibeault
4.5 Average rating
2,674 Reviews
31,710 Students
2 Courses
Principal Inbound Professor

Lindsay Thibeault (@LindsayRegina), Principal Inbound Professor at the HubSpot Academy, has been driving 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. Managing HubSpot’s Inbound Certification, Lindsay has taught tens of thousands of marketers how to build scalable content creation, website optimization, and reporting strategies for their organizations.

Kit Lyman
4.5 Average rating
347 Reviews
7,725 Students
1 Course
Implementation Specialist at HubSpot

Kit Lyman is an Implementation Specialist on HubSpot's Services team, making it her mission to spread inbound's best practices among HubSpot's newest fleet of customers. She has past experience in screenwriting and script coverage, as well as published her debut novel, Satan's Garden, in March of 2014. Her diverse background involves web and search strategy, TV production, technical support, and content marketing, all teaching her the importance of the message—of communicating the right idea. If you don't find her telling a story at the Moth StorySLAMs around Boston, you'll find her up in the New England mountains, making sure not to scrape off too much snow for the skiers.

Julie Kukesh
4.5 Average rating
347 Reviews
7,725 Students
1 Course
Principal II Inbound Consultant &Classroom Trainer @ HubSpot

Julie Kukesh is a Principal Inbound Marketing Consultant and Classroom Training Specialist at HubSpot. She provides custom consulting and in-person training for HubSpot customers and Agency Partners. HubSpot Academy is the worldwide leader in inbound education. As the training division of HubSpot, HubSpot Academy serves marketing and sales professionals with free training for the digital age. With over 50,000 awarded annually, HubSpot Academy's Inbound Certification has become the official badge of the inbound movement. We aim to educate and inspire people so that we, together, can transform the way the world does business.

Sarah Bedrick
4.5 Average rating
3,005 Reviews
35,392 Students
3 Courses
HubSpot Academy Program Manager

Sarah currently leads the charge for HubSpot's certifications, projects, and examples programs, as well as the strategy for the HubSpot Academy website. Her goal is to develop training programs for marketers around the world that make it easy for them to excel at their job.

She specializes in building programs from the ground up that solve for scale.  

As one of the three founding members of the Academy team, we have enabled the development and growth of over 20+ learning classes and ten certifications. 

Before HubSpot, Sarah served as a Product Manager at a Boston-based start-up, and before that, she had started a company as a student at the University of Florida.