2019-2020 Edition: Mastery Course & Certification

Become a Certified Content Marketing Master

2019-2020 Content Marketing Mastery Course

What You’ll Learn

Leverage 5 Types of Content & 7 Traffic Strategies to Boost Conversions & Generate Leads

There are 2 chief concerns when it comes to Content Marketing: WHAT are you going to create, and HOW are you gonna get eyeballs on it. In this newly updated Mastery Course, you’ll work through a step-by-step process to create content that is proven to generate leads, convert leads into first-time buyers, and sell more to the customers you already have.

Model Your Content on 28 World-Class Examples from Titans of Industry

Discover how companies like Ben & Jerry’s, Nordstrom, Ramsey Solutions, Casper Sleep, and Lowe’s generate BILLIONS of impressions per day using easy to replicate, proven content strategies.

5 Content “Wrappers” to Curate Your Editorial Calendar

Knowing WHEN to publish content is just as important as the content itself. Content Marketing expert Russ Henneberry’s “content wrappers” will not only help you determine what type of content to publish, but when to publish to generate the best possible engagement.

Course Certification & Badge

About Your Instructor

Russ Henneberry

Russ Henneberry is the founder of Modern Publisher, a community of information product business owners and expert digital marketers. Russ has trained and certified thousands of professionals through his coaching, courses, stage presentations and his book, Digital Marketing for Dummies.

Deploy a Repeatable System for Building Content & Driving Traffic at Every Stage of the Customer Journey

  • Learn how to create your ideal Customer Avatar so you can architect a content strategy that easily attracts leads and buyers
  • The “GC = A” Content Marketing Formula that seamlessly connects the dots between content and sales
  • Identify the 4 core problems that plague virtually every business and how your content can remedy each one
  • Discover the 5 types of content you need in the “Awareness” stage to generate targeted leads and prospects
  • Master 4 content types that not only consistently drive leads, but convert those leads into serial, high-ticket buyers
  • Choose from 11 goals and 13 different types of content to create a content strategy that is laser-focused on moving the needle for your organization (building this content plan is a snap using our Content Marketing Plan worksheets)
  • Leverage 6 types of content that reduce churn, increase referrals and generate positive reviews (#4 will shock you)
  • Use easy to deploy content strategies that help you sell more… and more often

What Will You Get By The End?

Here’s a career-defining question for every entrepreneur, business owner, and the talented marketers that work for them…

…If there was a predictable, step-by-step method for attracting a steady surge of red-hot leads EVERY SINGLE DAY without the crippling “what the heck do I do next?” syndrome and (most importantly) without spending a single dime…

Would you finally feel confident enough to make creating a profitable content strategy your business’ #1 priority?

If your answer is “YES!” here’s what you need to know:

Ordinary content marketers just don’t get it…

There was a time when having a blog was enough, but today (if you actually want to generate free, targeted traffic), you need to do more.

So how do you do it?

How do you build a “machine” that turns content into free, targeted traffic?

Fortunately, that’s exactly what you’re about to learn in this proven, step-by-step training…

By the time you’re done, you’ll be uniquely qualified to help brands convert content into organic traffic and sales… automatically.

More specifically, you’ll be able to not only deliver fresh leads and customers… you’ll be able to deliver those leads and customers “organically”… even FREE!

Now, only one question remains:

What are YOU waiting for?

Course Details

Module 1

Getting Started

Lesson 1: From the Author

Lesson 2: Here’s What to Expect  

Lesson 3: Content Marketing: The What and Why

Lesson 4: The Content Marketing Formula

Lesson 5: Create a Customer Avatar

Lesson 6: Content Marketing and the Customer Value Journey

Lesson 7: The Most Dangerous Myth in Content Marketing

Lesson 8: The “Content Baton”

Module 2

Content that Drives Awareness

Lesson 1: Content that Creates Awareness and Engagement

Lesson 2: Goals at the Awareness and Engagement Stages

Lesson 3: 5 Staple Content “Wrappers”

Lesson 4: Content-Type: Blog Article

Lesson 5: The 10-Point Blog Post Audit

Lesson 6: Content-Type: Podcast

Lesson 7: Content-Type: Video

Lesson 8: Content-Type: Social Update

Lesson 9: What Should My Post Be About?

Lesson 10: How Often Should I Post?

Lesson 11: How Should I Get Traffic to My Post?

Lesson 12: Engineering Engagement

Lesson 13: The Gate: From Awareness to Subscription

Module 3

Content that Generates Leads

Lesson 1: Content that Generates Leads

Lesson 2: Goals at the Subscribe Stage

Lesson 3: Content-Type: Lead Magnet

Lesson 4: 7 Types of Lead Magnets

Lesson 5: The Squeeze Page

Lesson 6: 5 Ways to Funnel Traffic to Your Squeeze Page

Lesson 7: The 10-Point Lead Magnet Audit

Lesson 8: Content-Type: Event

Lesson 9: In-Person Events at the Subscription Stage

Lesson 10: Online Events at the Subscription Stage

Lesson 11: The “Left Turn”: From Subscriber to First-Time Buyer

Module 4

Content that Sells

Lesson 1: Content that Sells More (and More Often)

Lesson 2: Goals at the Convert Stage

Lesson 3: Goals at the Ascend Stage

Lesson 4: Anticipating and Satisfying Intent

Lesson 5: Content-Type: Customer Story

Lesson 6: Content-Type: Product Demo

Lesson 7: Content-Type: Product Comparison

Lesson 8: Content-Type: Event

Lesson 9: The Gray Area Between Copywriting and Content Marketing

Lesson 10: Indoctrination and Onboarding: From Buyers to Loyal, Raving Fans

Module 5

Content that Increases Retention & Loyalty

Lesson 1: Content That Increases Customer Retention & Loyalty

Lesson 2: Leveraging Awareness Content

Lesson 3: Content-Type: Welcome Email

Lesson 4: Content-Type: About Page

Lesson 5: Content-Type: Packaging and Package Inserts

Lesson 6: Content-Type: Support Documentation

Lesson 7: Content-Type: Events

Lesson 8: Digging a Competitive Moat with Content Marketing

What You'll Get

You’ll Receive INSTANT Access To:

  • 5 NEW Core Modules
  • 53 NEW Video Lessons
  • The Customer Value Journey Handout
  • The Customer Avatar Worksheet
  • The 10-Point Blog Post Audit
  • 5 NEW Quizzes (one for each module)
  • 1 FINAL Exam


Become a Certified Content Marketing Master

Frequently Asked Questions

A: It depends on who you are... If you're a business owner, this certification is a great way to learn demand-based traffic yourself. It's also a great way to train and certify members of your own team to ensure that they're up to speed on the latest trends and best practices. If you're an agency, this certification is a tangible way to show that you are a Content Marketing Specialist, which could help you attract and retain better, higher-paying clients. If you're a student, this certificate can set you apart from other graduates who merely have a business or marketing degree, but specialized skills that employers today are desperately seeking. If you're an employee or marketing professional, this certificate can make you more valuable to your company, which is the surest way to get that raise or promotion you likely already deserve (but don't have a tangible reason to request).

A: The certification itself is highly valuable if you need to set yourself apart from the competition. What's far more valuable than any badge or certificate, however, is the actual knowledge you're going to receive when you take this class and pass all the tests. You will know paid traffic. I'll say that again: YOU WILL KNOW PAID CONTENT MARKETING.

A: Yes, you make retake the test up to 2 times (for a total of 3 attempts). After 3 failed attempts, you will be required to retake the class (which you can do for free) and all the module quizzes prior to attempting the final exam again.

A: You can move at your own pace! We understand that life happens, and that just because you enroll today that doesn't mean you'll be able to finish (or even start) the class this week. And that's ok! Take as long as you like. We aren't going anywhere, and neither is this certification.

A: This class is 8 hours of video training, so if you are working at it full-time you could technically complete the class and take all the tests in one day (although this is not recommended). To fully understand and apply the materials, you should allow 3 - 7 days if you are working full-time, and 14 - 21 days if you taking the class part-time.

A: No. A certification that can simply be purchased isn't worth the paper it's printed on. That's why our courses are challenging. If we're going to allow you to display a DigitalMarketer badge, you better believe you're going to have to earn it.

A: Right now the cost for the class is $495. Ordinarily the sit fee for the certification exam is $500, but currently we have waved that fee and are allowing students to take the exam up to 3 times for free. This will change in the future, at which time we may allow non-certification candidates to audit our classes at a discounted rate, but the price will never be lower than $495.

A: You'll find that the test is "satisfyingly difficult." By that I mean, it's difficult enough that you need to actually know the materials, but it isn't tricky or difficult just for the sake of being difficult. That said, to preserve the exclusivity and importance of this designation, we have made the tests challenging and the questions do pertain to our proprietary methodologies, so you shouldn't expect to be able to pass the test just because you have taken other paid traffic trainings or courses in the past. This training is different, and the exams will reflect those differences.

A: At this time no scholarships are available. Fortunately we have priced our classes so that they are affordable to all, especially compared to similar certification classes.

Become a Certified Content Marketing Master