Key Takeaways

• Create a Clear ICP and Audience-Driven Content Strategy
• Design a Repeatable Content Planning Structure and Framework
• Reimagine “Quality Content” in an AI-heavy world
• Amplify Content: Turn One Idea into Multiple Assets
• Build a Sustainable Content Workflow

Key Takeaways

• Understand the content marketing funnel and the role customer awareness plays in copywriting.
• Identify how to create and analyze a customer persona related to understanding their pain points, desires and needs.
• Create a brand voice and personality.
• Write effective website copy for home pages, products and services and micro-copy.
• Develop impactful email copy considering subject lines, body copy and using A/B testing.
• Write effective long-form copy in the form of articles or blogs.
• Create social media copy for newsfeeds, video and stories that drive people to action.
• Understand the implications of accessibility in copywriting.

Key Takeaways

• Understand the content marketing funnel and the role customer awareness plays in copywriting.
• Identify how to create and analyze a customer persona related to understanding their pain points, desires and needs.
• Create a brand voice and personality.
• Write effective website copy for home pages, products and services and micro-copy.
• Develop impactful email copy considering subject lines, body copy and using A/B testing.
• Write effective long-form copy in the form of articles or blogs.
• Create social media copy for newsfeeds, video and stories that drive people to action.
• Understand the implications of accessibility in copywriting.

Course Overview

The Certificate in Marketing Foundations provides an overview of the fundamental aspects of modern marketing. Courses focus on practical skills and real-world applications in the areas of marketing strategy, branding and content, marketing channels and technology, and marketing data and analytics.

Learning Format

This self-paced certificate program offers an assortment of interactive exercises, selected readings, and self-assessments.

Courses Included in This Certificate

What You’ll Learn

• Identify how to align your content strategy and messaging with audience needs, preferences, and pain points.
• Explore techniques for generating creative content ideas, brainstorming topics, and developing editorial calendars and content schedules to ensure consistency, relevance, and alignment with marketing goals and objectives.
• Learn how to use data analytics tools to assess content effectiveness, identify opportunities for optimization, and refine content strategies over time.
• Explore multi-channel distribution strategies to maximize the reach and impact of your content campaigns. These include leveraging owned, earned, and paid media channels, influencer partnerships, and community engagement.
• Identify who should be part of your content strategy team and how best to work and communicate for successful outcomes.

Key Takeaways

• Understand the Current Trust Landscape: Why Is Credibility Even More Critical Now?
• Revisit Brand Foundations: Is the Brand Message Strong Enough?
• Leverage On-Site and Off-Site Credibility Signals
• Reveal the Impact of AI on Perception and Discovery

Key Takeaways

• Understand how iconic brands like Salesforce, Apple, and HubSpot break barriers and build bridges, not by following others’ playbooks but by creating their own.
• Learn to use the five pillars of Lindsay’s B.R.A.V.E. mindset—Brand, Relationships, Audacity, Values, and Energy—to approach every challenge and opportunity like a legend.
• Gain a new perspective and a practical rubric for evaluating decisions, as well as the inspiration to fuel your brand’s growth with audacity, creativity, and human connection.

Key Takeaways

• Understand the strategic planning process most brands follow
• Learn the four primary ways that brands can grow
• Discover insight into the brand manager role and key responsibilities
• Learn major focus areas for career development in brand management
• Identify key cross-functional partnerships that brand managers must create
• Learn the positioning concept and framework that big brand managers use
• Understand key criteria for positioning success (evaluation and improvement)
• Discover brand manager financial responsibilities
• Review profit and loss (P&L) breakdown—what it is and how brands make money
• Learn pricing strategy considerations and implications
• Receive product cost model examples
• Learn how brand managers judge and measure advertising value

Key Takeaways

• Understand the content marketing funnel and the role customer awareness plays in copywriting.
• Identify how to create and analyze a customer persona related to understanding their pain points, desires and needs.
• Create a brand voice and personality.
• Write effective website copy for home pages, products and services and micro-copy.
• Develop impactful email copy considering subject lines, body copy and using A/B testing.
• Write effective long-form copy in the form of articles or blogs.
• Create social media copy for newsfeeds, video and stories that drive people to action.
• Understand the implications of accessibility in copywriting.