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DMA: Data and Marketing Association
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content-marketing

Content Marketing Certificate

DATE
TIME
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Any Place, Any Time
On-Demand
Online
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Overview

Marketing with content is one of the fundamental challenges for marketers in the internet age.

Today you must vigorously engage both your customers and prospects – and do it appropriately, with the right content, at the right time, and through the right channels.

Most companies have content assets, but are just beginning to learn how to develop their engagement strategy, manage the process effectively, and get results.

This certificate program will teach you the key strategies in your content process that allow you to leverage your content assets across diverse marketing channels.

And at the program’s conclusion, you’ll be eligible to take an examination to gain your certificate in content marketing.

The modular coursework for this certificate will help you gain skills in the following areas:

  • Content Marketing:
    • Developing your strategy
    • Leveraging your existing content
    • Aligning your target audience
    • Learning about tools for organizing content
    • Creating a plan
    • Tracking channels
    • Measuring your success
    • Additional skills for content marketing
  • Creative Copywriting:
    • Preparing before you begin writing
    • Developing successful message strategies
    • Creating direct marketing copy
    • Implementing design strategies
    • Creating marketing to special-interest groups
    • Maintaining effectiveness in you messages
    • Avoiding missteps
  • Advanced Email Marketing:
    • Using segmentation and targeting to improve results
    • Content personalization and customization
    • Identifying optimal email frequency
    • Beyond broadcast: how to create trigger-based email programs
    • Advanced analytics
    • The last word on email marketing integration
  • Social Media Marketing:
    • Using the right approach
    • Delivering Content: “Where’s the Beef ?”
    • Engaging the audience: monitor, measure, and tweak
    • Developing marketing options; and more
  • Integrated Marketing:
    • Using the best theory and best practices
    • Developing variables associated with integrated marketing
    • Planning and execution of an integrated marketing campaign; and
    • Exploring related technique to effectively deliver integrated marketing

*Recommended Pre-certificate Coursework
DMA recommends the following modules as pre-work to prepare you for the Content Marketing Certificate: Email Marketing. The knowledge contained in the pre-work course– while not required – is considered fundamental to the advanced material in the certificate. You may have equivalent knowledge through your professional experience, and if so may not need the pre-certificate coursework. Be sure to review course descriptions to ensure your experience aligns with the base of knowledge required.

The Content Marketing Certificate modules are designed and led by leading educators and practitioners, ensuring that your learning experience will be the best possible.

Not only will you complete the program with increased knowledge of content marketing, but you’ll also be eligible to take the exam and obtain your certificate.

Register today, and you’ll be on your way to being recognized in your department, company, and throughout your industry as an educated, serious professional … a person who works hard to stay current … one who will always do the best job possible … a leader ready at any time to take on new challenges.

Not sure a certificate is for you?

DMA offers a wide variety of options when it comes to professional development & continuing education in marketing. Click here for a full overview of what we offer.

Looking for even more training? Become a DMA Certified Marketing Professional and leverage your know-how into even greater insights. Talk to a team member today about becoming certified and how it can benefit your work and your career: 212.790.1440 or chat below!

About The Instructor

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Christine Fleming McIsaac
After over a decade of working on the “inside” for Pearson Education and Scholastic, Christine started her own business and uses her experience in market... Read More »
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Susan K. Jones
Susan K. Jones is a tenured, full Professor of Marketing at Ferris State University, the principal of Susan ... Read More »
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Karen Talavera
With 20 years in data-driven and online marketing, Karen Talavera is an internationally-recognized email and digital marketing expert. She is the founder and... Read More »
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Tarek Abousalem
A father, a husband, a digital enthusiast. With 10+ yrs of digital marketing experience, Tarek Abousalem has worked, and consulted, with start-ups and fortun... Read More »

Course Pricing

  • dollar Member - $479
  • dollar Non-Member - $799
See DMA Member Benefits »

Course Duration

  • 8-9 hours

Pay as you go:

  • Member – $99/Module + $49 Exam
    Non-Member – $149/Module + $99 Exam
    Click here to visit our on-demand course offerings.

Creative Copywriting

Words are critical to the success of your campaigns. Whether you’re writing an email, direct mail letter, blog post, or a Tweet, you need to create efficient marketing copy that gets read and acted on. In this module, you’ll learn how to write copy that jumps off the page. You’ll explore successful campaigns to gain a better understanding of how to write and evaluate great copy. You’ll discover how to write smarter, write better, and pull it all together.

Advanced Email Marketing

Determine the best frequency for your email campaigns to optimize both your response and your budget. Effectively segment an email database and customize marketing messages. You’ll come away with a deep understanding of how to integrate email with both online and offline marketing channels for a successfully integrated campaign.

Learn the building blocks and strategies for generating deliverable, responsive email marketing campaigns.

Social Media Marketing

Social media is an up-and-coming channel in direct marketing. Learn how to create and profit from blogs, microblogs, podcasts, social bookmarking, online videos, and photos. Develop your own social media strategy for Facebook, Twitter, YouTube and more. You’ll come away knowing how to develop an integrated social media marketing strategy, including nine critical points in the use of social media.

Integrated Marketing

In this module, you’ll take on the role of a Marketing Technologist in the exciting and ever-changing world of Integrated Marketing in the Digital Age. You will develop a systematic methodology for conceptualizing, designing, executing and managing an Integrated Marketing Campaign. You will first build a Foundation of knowledge about the history of Integrated Marketing and where it is headed in the future. Next, you will understand the Synergy that exists between creative, marketing channels, offer, operations and analytics. Lastly, you will take a step-by-step tour through the Process of building and launching an Integrated Marketing Campaign.

Content Marketing

Today it is imperative that every marketer must engage customers and prospects in the right conversation. You’ve got to make sure you’re delivering your content to the right people, at the right time, and through the right channels. This is a new mindset for most companies that are now beginning to strategize how to develop an engagement strategy, manage an effective process, and achieve measurable results with content marketing. Most companies have many content assets. The key is to develop a strategic process that allows you to know how and when to leverage your content assets across diverse marketing channels. Plus the process continues well after your audience become customers. Put yourself on the path to developing a successful content marketing strategy.

The DMA believes that learning is doing. Throughout the module we prompt you to exercise what you’ve learned by completing an actual work assignment during your instruction. By the time you’ve finished this module you will have had the opportunity to employ the skills presented.

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

Try:
  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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