DMA: Data and Marketing Association
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Course Details

Content Marketing

Achieve measurable results with your content strategy by learning the secrets to delivering the right content to the right people, at the right time, and through the right channels.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

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.


  • Developing your content marketing strategy
  • Leveraging your company’s existing content
  • Aligning your target audience with your content
  • Tools for Organizing Content
  • Creating the story you want to tell with your content
  • Identifying how to create your content differentiators and structure your content for the appropriate channel and audience
  • Creating a plan: how to promote your content marketing from a channel, a content asset and frequency perspective
  • Tracking channels and tools of the trade
  • Why your current content marketing might be failing
  • Measuring success
  • Selling content marketing to the C-Suite


Christine Fleming McIsaac
President Smart Solutions Group, Inc. Read Biography »

Introduction to Content Marketing

  • A Content Marketing definition.
  • What it is and what it is not.
  • The Power of the Story

What is Content Marketing’s Goals?

  • Old vs. New Purchasing Funnel
  • Content Marketing and the new multichannel marketing funnel

What is Your Organizations Content Marketing Maturity?

  • An organizational self-assessment to get you started on a plan.
  • Are you standing still, walking, jogging or running?

Collecting and Organizing Your Content Inventory

  • What? Conducting a Content Audit- 4 Easy Steps
    • Step 1- Creating an inventory of your content
    • Step 2- Drilling down a little deeper
    • Step 3- Looking at your competitors
    • Step 4- How to “listen” and what tools to use
  • Who? Aligning your target audience with your content.
    • Creating personas. Humanizing your customer data
    • Developing a need state scenario for each persona
    • Delivering on the promise: right channel, right time, right message
    • How we obtain user preferences and tailoring content specific to them
  • When? Calendars
    • Managing your content plan with Master Calendar
    • Staying current with an editorial calendar
    • Setting a Publishing Schedule
    • Organizational ideas with other Calendars
  • Where? Content Management Systems
    • Managing Digital Content
    • Selecting a CMS
    • Benefits of a CMS
    • Key feature that your CMS should have
    • Trends in Content Management Systems

Producing and Placing Content
Content Curation

  • Aggregating data from internal and external sources
  • How to add value to external content
  • Six Steps of Content Curation
  • Tools to assist you with Content Curation

Evergreen Content

  • Discovering “timeless” content
  • Evergreen content ideas
  • Why Evergreen content ranks so high

Story Telling and Story Structure

  • Framing your story
  • The importance of creating new and different stories
  • Identify your challenges
  • Creating an overall framework
  • Developing phases and stages
  • Goal setting for each phase
  • Determining the focus and desired outcome for each phase
  • Putting content into context

Creating a Channel Plan

  • How to get noticed in the content glut
  • Seven steps to deciding on a channel plan

Sharing Content

  • Encouraging content sharing for maximum reach
  • Tools by channel
  • Tracking Content Sharing

Making the Case for Content

  • Measuring the impact of your content marketing strategy
  • Building a compelling analytics pyramid that will sell your content marketing to the C-Suite
  • What your CEO cares about

Tracking Tools

  • The Components of Engagement and what to track
  • Tools for tracking engagement
  • E-mail tracking tools
  • Integrated Platforms

Why Your Current Content Marketing Might be Failing

  • Seven questions you need to ask about your company’s content strategy….AND
  • Seven solutions to overcome opposition or obstacles
  • Overcoming resistance

Some Tips for Continued Success

  • Building and engaging a content marketing team
  • Tapping internal resources
  • Getting the team going and keeping them moving
  • Outsourcing certain aspects

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.

  • “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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