Content Marketing Playbook

GA Boston 101 Main Street, 14th floor Cambridge , MA 02142

Content marketing is often more effective than traditional advertising at driving sales and customer engagement, and is a great way to build buzz for your business. This class will walk through some of the basics of content marketing (including research, development, and promotion) and share several content marketing “plays” that students can borrow for their own campaigns, including tips for:

  • analyzing competing campaigns and persona development;
  • developing content for blogs, webinars, downloadable PDFs, interviews, email nurture campaigns;
  • designing content promotion strategies, including SEO, email outreach, PR, social media, advertising and guest posting.

The instructors will also discuss the significance of Google+ and Google Authorship, and will share some of their go-to 3rd party software tools for content marketing.



  • How to execute and promote an effective content marketing campaign.
  • Marketing strategies for specific types of content.
  • Software tools you can leverage for content marketing.
  • Best practices for hiring contract or fulltime writers/editors/designers.


This class is best suited for entrepreneurs, freelance marketers, agency marketers, marketing managers, bloggers, in-house marketers, etc. Students should have basic experience in one or more of the following areas: content marketing, blogging, PR, SEO or any form of writing online. If possible, students should come with an idea of how they want to apply content marketing to their business or venture’s marketing strategy, and examples of how their current marketing efforts are falling short.