DM412
Content Marketing Masterclass
Faculty
Andy Crestodina
Co-founder and CMO at Orbit Media
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Content. It’s why they visit and why they convert (or don’t). Content is part of every step in your funnel. From the first keyphrase to the final conversion, this masterclass connects every dot. Your content and your website are a bridge between a Google search results page and your website’s thank you page. Here is the complete approach to making that bridge a fast-flowing highway of continuous demand. Andy will walk through each step in the process for driving B2B leads with content marketing, from first action to final outcome.
Who are we talking to? Why do they care? What are the two types of keyphrases? What pages target which type? How do you build links, authority and ranking potential? What do we publish? And how will it be promoted? What topics, formats and collaborators support lead generation?
We'll analyse the birth of a lead, deconstructing each page in the process and each stage in the funnel. You'll learn how to strengthen each stage in the funnel, from the high-ranking blog post to the thank you page after the thank you page.
Learning highlights
- Acquire the skills to plan, execute and measure a successful content marketing programme, built on the foundation of a solid strategy.
- Create a content strategy that aligns content with the information needs of your audience
- Research keyphrases and create high ranking pages
- Find, connect and collaborate with relevant influencers
- Create awareness and loyalty through email subscribers and social followers
- Measure and optimise for better traffic and more conversions
- Create a durable source of qualified traffic, leads and sales
Course outline
10 classes
Content Strategy and Demand Generation
It’s about brains, not budget. It’s about durability, not speed. Content marketing is the opposite of advertising. We don’t buy attention, we earn it.
The surprising mechanics of demand generation. Putting yourself on a mission. Connecting all the dots: topics, formats, influencers, rankings and conversions.
AI Powered Marketing: Personas and Training
We’ll create custom-trained AI personas then you use your persona to:
Brainstorm topics and create draft outlines.
Identify influencers, SMEs and potential collaborators.
Find gaps in your existing web copy.
Identify triggers for conversion and action!
Search Ranking Factors: Authority and Relevance
From research to rankings, we’re going straight at the heart of search search engine optimization. This class focuses on the fundamentals of search.
What are the search ranking factors? Which are the most important?
Why do some pages rank while others don’t?
Which SEO tools are then most useful?
SEO: Content, Links and Relationships
Work within the key factors in search to create content and relationships that lead to traffic. Now we’ll examine the specific actions that drive rankings.
Pick Your Battles: Find the phrases you can win for through keyphrase research.
Relevance and Intent: Use keywords in ways that show you’re the real thing.
Target Topics not phrases: Go beyond the keyphrase and leverage semantics.
How to get AI to mention your brand: The Future of SEO, PR and GEO
We are now in a new era, where search is no longer the only channel for content discovery. In this era, we need to optimize for AI using “Generative Engine Optimization.”
How to discover the most relevant AI training data for your industry vertical?
How (and where) to write to get your brand into AI knowledge sources?
How to build a resilient content strategy for digital marketing in the AI era?
The Content Creation Process
From the first moment inspiration strikes to the final performance reports, this session reveals a comprehensive process for producing high performing content.
Finding the fit between topics, formats and promotion channels.
How to research keywords (and when not to)?
When to launch a new URL, and when to re-use a seasoned one?
Formatting, visuals, contributor quotes and all the other little deal breakers.
Influencer Marketing Fundamentals: Networking, Collaboration and PR
Influencer marketing, blogger relations and digital PR are all built on the same foundation: collaboration. In this class, you’ll learn to use social media to grow your reach and rankings.
Find the 1% of internet users that make the biggest difference in your marketing.
Build relationships that create content opportunities.
Collaborate with your sales prospects and referral partners.
Websites, Conversion and Visitor Psychology
We're going to break down the main factors in conversion and lead generation. It begins and ends with content. After planning 1000+ websites over the last 16 years, Andy is going to show the process for compelling your visitors to take action.
Why most websites fail today, according to 12 years of research?
How and where to use the two kinds of evidence?
What's the one aspect of a call-to-action that makes the biggest difference?
GA4: Analyse, Measure and Optimise
Create, promote and measure. Measurement is the third aspect of every content marketing program and it is critical. If you don’t measure, you can’t optimise. In this class, you’ll learn to measure the return on investment for your content marketing efforts. Starting with the two numbers that matter most. After completing this class, you’ll know...
How to answer questions and tell stories with data?
- How content marketing ROI is measured at the highest levels?
- How to give AI your reports for quick insights?
🔨 WORKING SESSION 🪚 BONUS!: LinkedIn and Your Personal Brand
This session is a practical breakdown for personal branding, career development and online networking will be presented afterwards, time permitting
- Personal branding, best practices for your team
- Content promotion, the most effective we’ve discovered
- Networking, from research to follow up
- Targeting accounts through outreach and invitations
Course materials
Books
Methodology
The interactive format combines lecture, discussion and small group activities.
Students are broken into groups at the beginning of class. Each group is given sample businesses. Each activity will be done within that group for that sample business, gradually building on a content strategy through the course.
Grading
Andy Crestodina is a Co-founder and Chief Marketing Officer of Orbit Media, an award-winning 38-person digital agency in Chicago.Over the past 18 years, Andy has provided digital marketing advice to 1000+ businesses. He speaks at national marketing conferences, writes for big marketing blogs and hosts a little marketing podcast.Andy has written hundreds of articles on content strategy, search engine optimisation, influencer marketing, conversion and Analytics.- Top 10 Online Marketing Experts to Watch, Forbes- Top 50 Marketing Influencer, Entrepreneur Magazine- Top 25 Content Marketers, Express Writers/Buzzsumo- Top 100 Digital Marketers, Brand 24- Top 50 Content Marketing Influencers to Follow, OutbrainHe is also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
See full profileApply for this course
Content Marketing Masterclass
by Andy Crestodina
Total hours
30 Hours
Dates
Jun 15 - Jun 26, 2026
Fee for single course
€1000
Fee for degree students
€500
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FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.