Creating a promotional plan that takes advantage of social and digital technologies will help you shape the conversation, build loyalty, and attract new customers and partners. Social media should not replace other Inbound promotional methods like email, events or public relations, but instead, should augment them, offering another set of marketing channels for you to explore. There are a lot of moving parts in developing this strategy, but mapping out the actions you’re going to take will get you one step closer to achieving your business goals. In this lesson, learn how to build a foundation for your social media promotion strategy.

Lesson Details:

6 videos

45 minutes

Lesson Description:
Developing a strong social media strategy is key to successfully engaging customers and promoting your business. Your customers and prospects are already using social media and might even be using it to talk about your company or your products — positively or negatively. Creating a promotion plan that takes advantage of social and digital technologies will help you shape the conversation, build loyalty, and attract new customers and partners.

With today’s empowered buyer, you need to be in the mindset that your best marketing channel is actually going to be your existing customers and when your customers succeed, it’s your best predictor for business growth. Buyers used to decide primarily on what the company had to say, but now they primarily decide based on what the company’s customers have to say. It’s now shifted to word of mouth. Reviews are more important than ever before. The ability to gather word of mouth as a consumer of almost everything has improved. In this lesson, learn how to support your customers and advocates with an inbound marketing strategy designed for them.

Lesson Details:

3 videos

20 minutes

Lesson Description:
With today’s empowered buyer, you need to be in the mindset that your best marketing channel is actually going to be your existing customers and when your customers succeed, it’s your best predictor for business growth. Your customers will help prove your brand values. Learn how to better listen, serve, and follow up with your customers.

It’s easier than ever to track and report on marketing results. With the super-practical, easy-to-follow guidance you get in this course, you’ll be checking metrics, interpreting data, making adjustments, and presenting your results like the content marketing analytics whiz you always wanted to be.

Learn to focus on the metrics that matter to you—the specific data that indicates whether or not your content marketing campaign has met your stated goals. More than that, learn how to clearly present and articulate your key findings to your boss, clients, and the people in your organization vested in your success.

LEARNING OBJECTIVES
1 Set up a dashboard to track data from multiple sources
2 Review data from your dashboard to assess how well your content marketing campaign is meeting established goals
3 Make real-time adjustments as necessary to optimize your campaign results
4 Report key findings on the effectiveness of your content marketing campaign to stakeholders at your organization

Ordinary content marketers just don’t get it…

There was a time when having a blog was enough, but today (if you actually want to generate free, targeted traffic) you need to do more.

So how do you do it?

How do you build a “machine” that turns content into free, targeted traffic?

Fortunately, that’s exactly what you’re about to learn…

FACT: Businesses Need Content Marketers
(…Who Actually Know What They’re Doing)
I’m not going to sell you on the importance of content marketing.

If you’re here, you already know it’s an essential aspect of any digital marketing strategy, because content marketing:

Builds authority and credibility…
Engages and nurtures both prospects and customers by providing ACTUAL value, and most importantly it…
Enables your message to spread to new audiences organically (i.e. for free!)…
In other words, content marketing delivers traffic, leads and customers: The lifeblood of any business.

So that’s why businesses need content marketers.

There’s just one problem: Most so-called “content marketers” don’t know what they’re doing.

That’s where you come in.

As a Certified Content Marketing Specialist, you are uniquely qualified to help brands convert content into organic traffic and sales.

More specifically, in this master class, you’ll learn:

How to create your Customer Avatar so you can architect a content strategy that attracts leads and buyers.
The 8 tools you’ll need to be an effective content marketer
The “GC = A” Content Marketing Formula that connects the dots between content and sales
The TOFU/MOFU/BOFU content strategy that transforms ice cold prospects at the top of the funnel (TOFU) into loyal buyers of even your most expensive products and services at the bottom of the funnel (BOFU)
The 6 types of content you need in the Middle of the Funnel (MOFU) to generate targeted leads and prospects
5 content types that convert leads into serial, high-ticket buyers
Choose from 12 Goals, 16 Metrics and 21 different types of content to create a content strategy that is laser focused on moving the needle for your organization. (Building this content plan is a snap using our Content Marketing Plan worksheets)
The 60-Second Editorial Planner document that makes content planning a breeze (Seriously… you can plan a week of content in less than a minute)
6 simple article tweaks (My favorite is “Hiding Easter Eggs”) you can make to any piece of content that will get it CONSUMED
The 4 proven ways to find people that can create content for you (and the two ways you can motivate them to create outstanding content for you)
212 blog post ideas that guarantee you’ll never have writers block again including…
8 blog post types that hijack the virality and authority of OPC (Other People’s Content)…you won’t have to write a single word.
The 11 Point SEO Health Check that uncovers the CATASTROPHIC structural issues that will condemn your website to Google Purgatory (Learning to spot these issues is guaranteed to make you a hero)
The SEO silo process that has worked since the first blogs went online in the 90’s, stopped working when the spammers started keyword stuffing and building shady links, and now is the ONLY thing that works to get free Google traffic.
The 9 Components of The Perfect Email Newsletter (The “Greased Chute” opening and “Drill Down” P.S. are two tactics that drive email traffic through the roof)
PLUS… you’ll learn the 8 organic (free) and 5 paid traffic channels you can employ to spread your content across the social web (Adding these traffic strategies to great content is liking pouring gasoline on a bonfire)
In short, Certified Content Marketing Specialist (a.k.a. “Content Masters”) are able to not only deliver fresh leads and customers…they are able to deliver those leads and customers “organically”…even FREE!

If you’re interested in becoming such a “Content Master,” then I have one question for you…

Are You A “Doer”…or Just a “Talker?”
(or…Why You Might Want To Get Certified)
Let’s face it: Marketing experts are a dime a dozen.

So how do you separate those who “walk the talk” from the ones who merely…

…talk?

That’s the problem!

And at DigitalMarketer, it was our problem, too. You see, we don’t just teach marketing best practices, we actually DO MARKETING for businesses that we ACTUALLY OWN.

We aren’t researchers. We aren’t journalists.

We’re business owners running companies (both online and offline) in B2B and B2C markets selling everything from cosmetics to camping equipment to industrial water filters and everything in-between.

In other words: WE ACTUALLY DO THIS STUFF…

…so we know how hard it is to find truly skilled people who know what they’re talking about.

And that’s why we created the “Content Marketing Mastery” course and certification.

We built this certification to train our own team members, but in the spirit of “open sourcing” our business (which is what DigitalMarketer is all about) we’re now making this certification and training available to the world.

In short, we’re making it available to YOU…

Arrow What You’ll Learn In This Course
The Content Lifecycle
Discover how to create stellar content for all 3 stages of the marketing funnel. When you know this, you’ll be able to attract new visitors to your site and take them on a journey from Awareness through Product Evaluation and all the way to Conversion.

Content Technology Needs
Learn the 8 types of technology you need to succeed as a content marketer. We’ll also give our recommendations for each type of technology to ensure you get the most effective and user-friendly tools available.

Blog Marketing Mastery
Master the 12 critical aspects of building a successful blog. You’ll learn what types of posts to publish, the secret to writing great content, how to create high-converting lead magnets, and more.

Content Distribution
Learn how to effectively get your content out into the world and increase your exposure using a combination of email marketing, SEO, paid distribution, and social media promotion.

What You’ll Learn

A System To Help Your Offers Stand Out From the Competition

As a copywriter, marketer, or business owner, you know that the competition is stiff. You’re constantly struggling to stand out in a sea of options that is growing bigger everyday. In this Certification Course, you’ll learn how to create a unique messaging strategy that sets you apart and shows prospects why your product or service is the BEST option.

Classic, Direct-Response Copywriting Conventions… Updated for an Online Audience

Learn the timeless secrets of “persuasion in print” from the experts at AWAI, the world’s #1 trainer of six- and seven-figure copywriters…and discover how to apply those time-tested strategies in today’s digital media landscape! This is the secret to writing better-performing ads, blog posts, emails, sales pages, and really anything that moves the needle for your business.

Winning Copy Structure For Every Industry & Business

Along with each new revolutionary copywriting tactic in this course, you’ll get shining samples and examples of compelling copy from every type of business and industry out there: ecommerce, B2B, B2C, services companies, nonprofits, agencies, and more.

A Treasure Trove of Copywriting Templates, Tips & Tactics

You’ll learn all the most closely guarded secret strategies used by the world’s top copywriters, like “The Golden Thread,” “The 4-Legged Stool,” “The Power of One,” and much more. Plus, you’ll get the ultimate copywriting resource in our “Master Copywriting Checklist” with 36 essential copywriting secrets that you need to be leveraging in your offers.

Pam Foster
About Your Instructor

Pam Foster is the Director of Copywriting Training for AWAI, the world’s leading provider of online and live copywriting training and business-building programs. She’s been a member of AWAI since 2005, and is a frequent speaker at their live training events. She’s also the author of several AWAI online training programs on web copywriting and choosing a niche industry for success… and she won AWAI’s $10K Copywriting Challenge in 2009.

Become Certified in Copywriting Mastery and
Discover the Principles of “Persuasion in Print”…

Leverage the metaphor of “The 4-Legged Stool” to consistently create powerful, well-balanced promotions…
The secret of “The Big Idea,” and how this simple concept can transform an average promotion into a compelling piece of sales copy that keeps readers riveted…
Learn how to dramatize your product’s benefits through the power of story, using the same 5-step system employed by one of the world’s top professional copywriters…
Identify your prospect’s core buying emotion, and write a promotion that triggers their deepest desires with hard-hitting copy that SELLS…
What “The 4 U’s” are, and how to use them to write headlines that will grab your prospect’s attention and make them eager to read more…
Get our “Master Copywriting Checklist” with 36 essential copywriting secrets from the world’s top “A-List” copywriters…
Determine your prospect’s awareness level and use it to write copy that grabs attention and speaks directly to “the conversation in their head”…
Download the “Buyer Persona Worksheet” and learn how to create an in-depth psychological buyer persona just like the pros (HINT: once you get this right, it’s easy to find the right messages to talk about in your copy!)…
Copywriting Mastery in the Lab Platform
Copywriting Mastery on Laptop
Our brand new interface makes it easy for you to navigate and consume the content and track your progress on the way to becoming a Certified Copywriting Master.
Learn how to conduct research like a pro with our “Copywriting Mastery Research Checklist” (hint: this is an essential component of writing a breakout salespage)…
The “3 Rules of Selling” that all copywriters should have taped to their computer monitor…
Download our “Hall-of-Fame Swipe File of Classic Sales Letters” so you can “steal” the best secrets from 100 years of tested, proven sales promotions and apply them to your projects…
Discover how to structure effective copy for ANY company or industry, with show-and-tell samples from ecommerce, B2B, B2C, service companies, nonprofits, and more…
Conduct research like a pro with our “Copywriting Mastery Research Checklist” (hint: this is an essential component of writing a breakout salespage)…

Guest blogging is an effective tactic that helps your business build authority as a thought leader within your industry and optimizes your website for search. This lesson will teach you the fundamentals of building an SEO guest blogging strategy.

Lesson Details:
5 videos

33 minutes

Lesson Description:
Building a guest blogging strategy that’s optimized for search engines takes a lot of work and dedication. In this lesson, you’ll learn why guest blogging is a critical piece of your blogging strategy, how to create a guest blogging strategy, how to find guest blogging opportunities, and how to secure a guest blogging spot. You’ll then finish with how to write a guest blog author bio.

ABOUT THIS COURSE
To win the battle for your customers’ attention—and wallets—you have to win the battle for their hearts and minds first. And that’s where building a great brand comes in.

But what is a brand, really? And what’s the difference between brand values and brand voice? Brand identity and brand personality? And brand positioning and differentiation? So. Many. Questions. And that’s why we have answers in Branding, a PRO-exclusive, interactive course, now available on-demand.

Start by enhancing your understanding of brands and how brands build value, then expand your understanding by digging into brand promise and brand strategy—and how they work together. Plus, you’ll explore how to roll out a brand campaign that captures your audience and solidifies your brand’s differentiation in the marketplace.

Next, you’ll get into how to apply these concepts to the real-world. You’ll learn how to develop dynamic creative briefs that ensure your programs remain on brand and on message. Then, you’ll uncover how to make the right social (media) moves to extend your identity and create brand advocates, and how to elevate your brand and foster interactions with your customers through integrated public relations. Finally, you’ll review what to do when it’s time to rebrand.

LEARNING OBJECTIVES
1 Explain what a brand is and the different types of brands
2 Discuss how a brand can generate value for your customers and your company
3 Identify the components of a “brand promise” and know how to create your own
4 Understand the three phases of building a brand strategy

Inbound is a better way to market, a better way to sell, and a better way to help your customers. Because when good-for-the-customer means good-for-the-business, your company can grow better over the long term. Inbound is a business philosophy based around helping people. The inbound approach means doing business in a human way and creating meaningful 1:1 relationships with strangers, prospects, or customers. Inbound means meeting people on their own terms and interacting with them using the sites, platforms, and networks they value most. It’s about drawing people in — that’s why it’s called inbound, after all. Learn about why this shift to inbound has happened, how buying behaviors are evolving, and the fundamentals of an inbound business.

Lesson Details:

3 videos

31 minutes

Lesson Description:
Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust. As technology shifts, inbound guides a company to do business in a human and helpful way.The inbound approach to doing business is more human and customer-centered. Learn about why this shift has happened, how buying behaviors are evolving, and the fundamentals of an inbound business.

Certification for digital marketing and sales professionals
You’ve already got some skills. And vision. Maybe you want to turbo-charge your career. Or set off on a fresh adventure. Around here, one size does not fit all.

Become a Certified Digital Marketing Professional
30 Hours Online

Flexible Learning

This comprehensive digital marketing course, delivered 100% online, teaches key digital marketing skills required for the modern workplace. Learn Google Ads, social media marketing and SEO, Google Analytics, mobile marketing and much moreThe Global Standard in
Digital Marketing Training
Whether you’re a beginner, business owner or marketing professional looking to upskill, the DMI PRO digital marketing certification is perfect for you to become a global digital marketer.

Program learning outcomes and content
WHAT YOU’LL LEARN…
You will be armed with the know-how, the experience and the insights to be able to work and speak with authority in this fast-paced industry. In short, you’ll be a skilled digital marketing professional, capable of building a strategic digital campaign from scratch. We also expect our graduates to be able to build on their skills after graduation, as they’ll have the fundamentals of digital marketing.

Introduction to Digital Marketing
Content Marketing
Social Media Marketing
Search Engine Optimization (SEO)
Paid Search (PPC) using Google Ads
Display and Video Advertising
Email Marketing
Website Optimization
Analytics with Google Analytics
Digital Marketing Strategy
Introduction to Digital Marketing
Module Info & Overview
How is digital marketing defined in the current market? What’s the best way to get in front of potential customers? How can you create a campaign that combines the best of traditional and digital marketing? How do you distinguish from inbound and outbound marketing?

In this module, you’ll master the fundamentals. You will learn how to navigate the buyer’s journey. And you will acquire actionable, practical information.

Principles of Digital Marketing
Developing Objectives
Connecting with the Customer
Digital Research
Cultural Research

Content Audit Playbook
Want to learn the exact Content Audit Process that SEO professional Robbie Richards uses to achieve quick organic traffic wins? Watch Robbie in this ‘over the shoulder’ style training as he implements the process on a real live site generating a 2x increase in website traffic (from 64,000 to over 106,000 organic visitors)? Implement on your website, or sell as a service immediately after finishing the training.

Unlimited platform access for $89 / month.

ACCESS NOW

Some Course Modules
Module 1: Introduction to the Content Audit Playbook
Module 2: Audits Goals & Penalty Assessments
Module 3: Data Collection
Module 4: Mapping Page-Level Performance Metrics
Module 5: Assigning Action Items and Strategies
Module 6: Finding Existing Keyword Opportunities and Content Gaps
Module 7: Measurement and Reporting
Module 8: Bonus Audit Tactics

About ROBBIE RICHARDS
Robbie practices what he preaches. As an SEO director at Virayo – a boutique search marketing agency that works primarily with fast-growing B2B SaaS companies – he has built and executed successful search marketing campaigns for hundreds of companies, from small local businesses all the way up to Fortune 500 brands over the last 6+ years.

Before getting it right, he too had to ask the same question, “Where do I start?”The result of which was building out a library of the repeatable processes he first used to grow his blog Robbierichards.com from zero to a multi six-figure business, and then generate bottom line results for clients across dozens of different industries.

Robbie has been a speaker at premier marketing conferences including Content Jam, Experience Inbound, DMSS, and featured as a guest expert for Search Engine Land, Search Engine Journal, Forbes, Moz, SEMrush, Ahrefs, WordStream, Adweek.