Content Marketing: Creating and Sharing Corporate Content

Content marketing is the cornerstone of all B2B leadership strategies. It’s the new SEO that distributes your brand messaging, positions your executives as thought leaders, and helps prospects find you on the social web.

This course will take you through a framework to develop an effective B2B content marketing strategy and overcome challenges associated with content production. We’ll look at how to choose and prioritize content types based on personas and the buying cycle. From white papers to blogs, e-books to info graphics, learn which sharing tactics work best for each content asset, and when. We'll discuss best practices for optimizing, socializing, promoting and “monetizing” your corporate content across all channels.

This course is available at the following time(s) and location(s):

Campus Session(s) Instructor(s) Cost Seats available  
Online - Jennifer Bach $1260.00 30 Register

For online offerings, registration may close up to two business days before the course begins. Your course begins on the first date listed and ends six days after the last date listed. The interim dates/times are not your actual online class times.

What will I learn?

This course will cover the following:

  • Developing a multi-channel content marketing mix strategy including planning, production and analysis
  • Setting achievable goals and benchmarks including brand awareness, lead generation, website conversions and overall engagement
  • An introduction to online tools for idea generation, collaborative note taking and editorial workflow planning
  • Distributing and promoting content via SEO tactics, paid media and syndication
  • Monetizing B2B content for demand generation
  • Other content customization strategies such as "news jacking" and curation tools

How will I learn?

  • Online lectures
  • Online discussions
  • Case studies and best-practice examples
  • Online reading and videos
  • Individual assignments

How will I be evaluated?

  • Individual assignments 75%
  • Online participation 25%

Learning materials

  • Online reading (lectures) and examples
  • Online videos
  • Worksheets

Hardware and software requirements 

We deliver this course using SFU's online course management system, Canvas. You will receive course details and Canvas access instructions on the first day of the course. You can check if your browser is compatible with Canvas here.

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