[REVIEW] HubSpot Content Marketing Certification

As a content marketer working on the HubSpot platform, I'm thrilled with the newly-created Content Marketing Certification. Why? Because it puts content in the right place in HubSpot's inbound marketing world. Because, to quote one of the introductory videos, "content marketing is the fuel that makes the inbound marketing machine run".

Without an intelligent content marketing plan, HubSpot is just a wonderful software platform being used for all the wrong reasons. And frankly, it's frustrating to watch companies use HubSpot to add call-to-action buttons all over their websites without the right content behind them. The Inbound Methodology relies on content in all four of its stages — Attract, Convert, Close, Delight — so it's exciting to see them close the loop with the HubSpot Content Marketing Certification.

The 10-part certification course does a nice job of explaining and breaking down many of the strategies and processes we provide for our clients. I recommend it to any HubSpotter — or any other digital marketer looking to use content marketing to drive leads. Here's what to expect:

HubSpot's Content Marketing Certification

1. Understanding Content Marketing

Content marketing has been around since the days of the caveman (cut to images of drawings on cave walls), but it has certainly evolved. In HubSpot's world, content marketing is a subset of Inbound Marketing. It's the fuel that makes the engine run. Or, even more simply, content is the message that your marketing strategy delivers. 

2. The Power of Storytelling

No surprise, this is one of my favorite sections. Stories help people make sense of your message. Stories are what audiences remember. This section starts with Why (based on  Simon Sinek's Golden Circle), and focuses on the foundational elements of storytelling, character, conflict, and resolution.

3. Generating Content Ideas

Great ideas for brainstorming — both by yourself and with your team. It emphasizes the importance of creating a formal content generating process for predictable flow and consistency.

4. Planning a Long-Term Content Strategy

Starting with a content audit and buyer personas, this section emphasizes building your content strategy with a "Content Compass" to ensure the proper direction for your content.  

5. Building a Content Creation Framework

Learn how to build an organized, repeatable process with timelines and workflow for content management strategy, writing, editing, designing, and coordinating. Emphasizes attention to detail, all the way down to a naming convention formula to keep content organized. 

6. Becoming an Effective Writer

Content can't be interesting and effective without interesting, effective writing. From headlines to tone, and the value of simple language — which actually conveys intelligence — this section is filled with solid tips to keep your writing clear and concise.

7. Extending the Value of Your Content Through Repurposing

Learn the difference between republishing and recycling content — and the value of both. When to change the headline on republished content, why to use canonical tags and NoIndex tags for SEO purposes, and how to recycle short-form content into a long-form, conversion focused offer, and — perhaps most importantly — which content should be republished. 

8. How to Effectively Promote Content

Focused on both organic and paid promotion, this section helps you understand the benefits of various channels, why to customize and optimize for specific channels, and how to make your paid and organic promotion work together.

9. Measuring and Analyzing Your Content

We create content to get results, so this section focuses on measurement. Start with SMART goals and UTMs to track leads for an attribution report. Analyze, rinse and repeat to keep improving your content.

10. Developing a Growth Marketing Mentality

Apply a bullseye framework to identify the most attractive part of your marketing funnel to improve with growth marketing strategies. Managing your growth funnel is especially important with the ever-changing landscape of digital media.

Content marketing is hard work. It takes strategy and effort. But HubSpot's new Content Marketing Certification certainly provides a road map to help get you there. If you're serious about using the power of words and information to attract audiences and drive leads, the Content Marketing Certification is well worth your time.