93% of B2B marketers use content marketing to help grow their business. Awesome -  but how effective is content marketing in growing your business? Consider these stats:

With results like these, it's no shock that content marketing is a hot topic right now with everyone looking to get some skin in the game. But to achieve stats like the above, you really need to put forth the time and effort; simply posting a few blogs and publishing to social media is not going to be enough to make an impact.

So where to start? 

During November 2016, HubSpot launched a free Content Marketing Certification course. The course offers 10 classes covering the following topics:

  • Understanding Content Marketing (class length – 14:41)
  • The Power of Storytelling (class length – 24:55)
  • Generating Content Ideas (class length – 15:29)
  • Planning a Long-Term content Strategy (class length – 19:00)
  • Building a Content Creation Framework (class length – 20:11)
  • Becoming an Effective Writer (class length – 22:48)
  • Extending the Value of Your Content Through Repurposing (class length – 24:47)
  • How to Effectively Promote Content (class length – 22:07)
  • Measuring and Analyzing Your Content (class length – 26:19)
  • Developing a Growth Marketing Mentality (class length – 20:24)

The free certification course is designed to provide foundational principles needed to become an effective content marketer.

If you're not already signed up for HubSpot's free Content Marketing Certification course, then click here to learn more about it and enroll now.

Based on positive feedback regarding course content, HubSpot Academy wanted to help delight everyone further by creating a workbook that helps beginner's get started applying content marketing to their business.

And that's exactly what we did!

If you're intrigued about the Content Marketing Workbook and are curious to learn more, then consider the three points below.

#1. It's Chock Full of Readings and Activities

The Content marketing Workbook offers various readings and activities meant to help you get started flexing your content marketing muscles. Each section within the workbook directly correlates to class learnings from the Content Marketing Certification.

For example, The Power of Storytelling is the second class in the Content Marketing Certification. The class offers the following video series:

  1. Why Does Your Business Need a Story? (video length – 4:24)
  2. What Do You Need to Tell a Story? (video length – 16:11)
  3. What Does a Good Story Look Like? (video length – 4:20)

The below screenshot is a sample activity from The Power of Storytelling section within the Content Marketing Workbook:

content marketing workbook activity

And while the Content Marketing Certification will help you better understand the Content Marketing Workbook, it's not required to complete it. This way anyone who is not enrolled in the Content Marketing Certification can still participate and find value in the Content Marketing Workbook while having access to a comprehensive course if they want to learn and apply content marketing principles at the same time. 

#2. Helpful Video Aids for Activities

There's nothing more frustrating then trying to perform an activity and get stuck because you're not sure exactly what to do. Well, we thought of that which is why the majority of activities within the workbook offer a link to a video in the Content Marketing Certification to learn more.

content marketing workbook help

As you can see from the above example, if you get stuck on certain activities, then we:

  • explain which class the activity is from
  • explain where in the video the Professor discusses the activity more in-depth
  • offer a link to access the specific video to learn more (this way you don't have to go hunting for it)

#3. Each Activity Builds on the Next Activity

If you know much about me, then you know that I'm someone who finds a lot of value in achieving large feats by breaking them into bit-sized consumable pieces. I wouldn't find value in performing a series of tasks if they're disjointed, which is why the majority of workbook activities integrate with one another to help complete a larger goal. 

For example, below is a list of sample activities by section that build on one another:

  • Section 3: Planning a Long-Term Content Marketing Strategy
    • Activity: Identify a primary buyer persona for your business
    • Activity: Identify buyer's journey content ideas for your primary buyer persona
  • Section 6: Extending the Value of Your Content Through Repurposing
    • Activity: Identify the theme and format for a content offer idea 
    • Activity: Format a series of blog posts that can be repurposed into a content offer 
  • Section 7: How to Effectively Promote Content
    • Activity: Select a blog post and write five different unique promotional messages for one of your social media channels

As you can see from the above example, section three's activity flows into section six's activity, and section six's activity flows into section seven's activity. 

Understanding how specific marketing tasks integrate with one another is extremely important, as 70% or marketers lack an integrated marketing strategy. Knowing how to integrate marketing tasks will help you become a more efficient, and effective content marketer. 

So whether you're new to content marketing and eager to get started applying it to your business or an experienced content marketer who's always looking for something new to learn, make sure to download a copy of the Content Marketing Workbook and get after transforming your process today.

Start the free Content Marketing Certification course from HubSpot Academy.

Originally published Feb 1, 2017 12:01:00 PM, updated November 17 2017