Amplify your digital voice with the content consumers crave
Why Choose York?
Learn to create killer content (and put it to use)
Content marketing expertise builds upon your existing marketing skill set, launching your career forward while keeping you at the forefront of the digital marketing industry.
It’s time to prove your content marketing skill to the world.
Created in collaboration with industry leaders, the 3 course Certificate in Digital Marketing teaches you not only fundamentals of strategy and technical expertise, but also gives you the opportunity to work on real-world projects. You’ll have the chance to practice the core job skills top employers demand when hiring digital marketing professionals and graduate with a portfolio of project work, which you can use to land your next job.
You’ll gain in-depth content marketing knowledge, including:
- Content marketing strategy
- Managing risk
- Editorial planning
- Copywriting for web
- Content curation
- Content mining
- Consumer research
- Digital storytelling
- SEO (Search Engine Optimization)
- Influencer marketing
This knowledge, paired with your portfolio of project work, puts you ahead of the pack for your next job. It’s the closest thing to your career going viral.
“We always start with training a new employee on the principles and strategy behind [digital marketing] – if we hired someone who already had this knowledge, they’d hit the ground running faster and more quickly have an impact on our business. I’d definitely pay more for that!”
- Cora Brady, Managing Director, Bob’s Your Uncle (Advisory Council Member)
This format was designed to make our program accessible to those working full-time, or those who may not be able to complete the course on a full-time basis.
- You will go through the program with the same group of people, allowing for a deeper peer-learning experience.
- You will know when each course is scheduled at the beginning so you can plan accordingly.
- Courses will not be cancelled, so you can complete the program on time.
- You should expect to allocate six to nine hours per week to complete your work.
- The courses are interactive and include case studies, weekly discussions, group work, videos, simulations, and narrated audio and video presentations.
This program can enhance the careers of people with experience or educational background in:
… and related fields
By the end of this program, successful students will be able to…
- Perform as a strategic content marketing specialist
- Develop a content marketing strategy that aligns with their organization’s goals
- Use social media and digital content to grow and engage with their audience and build their business
- Create and optimize content for a variety of channels
- Apply content amplification strategies to reach and engage a wider audience through search, display, social, editorial, email techniques, earned vs paid vs owned media
- Make data-driven decisions across all digital platforms by using metric reporting and measurement to guide their marketing strategy
- Examine digital governance frameworks and risks
- Build a portfolio of work to demonstrate their knowledge and skills
- Upgrade cross-functional job skills that top employers are looking for
Senior Director, Content Strategy, RBC
Jill is Senior Director, Content Strategy in the Office of the CEO at RBC, where she helps convene and inform national conversations on economic and societal issues facing Canada, focusing on innovation, diversity, sustainable economic growth and the coming skills revolution. Prior to joining RBC, Jill led the creation of a multi-channel, insights-driven thought leadership strategy at The Bank of Nova Scotia. Previously, she led an international team at a global travel brand, delivering award-winning communications, digital media and content marketing strategies. Jill spent the better part of her early career at The Globe and Mail, coaching multiple teams to success in a variety of senior roles. As Executive Editor, she drove strategic direction and development of innovative initiatives and products with a focus on audience growth and engagement, data-driven insights and digital platforms and partnerships. She currently sits on the Board of the Canadian Club Toronto and the Advisory Board at York University’s School of Continuing Studies. Jill holds an Honors BA degree from McGill University and a post-graduate degree in Journalism from Concordia University.
Managing Director, Bob’s Your Uncle
Cora leads an advertising agency devoted to thoughtful food and beverage brands. She has led the agency through a transition to take a content first approach, strengthening the digital and social chops across all roles within the agency, including establishing an in-house content studio. The agency provides a full range of strategic, creative and digital services to its clients. Serving leading brands and fast-growing innovators, Bob’s Your Uncle is recognized as one of Canada’s premier boutique agencies. Previous to BYU, Cora co-founded Canada’s first Influencer marketing agency where she helped launch brands like General Mills, Walmart Canada, Finish & Lysol into the social sphere.
Senior Manager, Content Strategy & Development, Questrade Financial Group
For over 10 years, Alex has worked in the field of content marketing in financial services; helping educate Canadians to understand the best products and services for them. As a veteran storyteller, he promotes the value of tailored and targeted content as part of any top-notch marketing experience, across any industry.
VP, Marketing & Communications, Flybits
Justine Melman is a seasoned consumer marketer with almost two decades of experience delivering cutting-edge marketing, user engagement and social media campaigns for major global and Canadian brands including Holt Renfrew, The Globe and Mail, eBay Canada, Ally, Yahoo! Canada and Cineplex. Justine also brings a transformative perspective to the customer experience, helping brands implement and evolve their CX strategy.
Justine was a 2015 nominee for the American Marketing Association’s Marketer on the Rise award.
Director, Marketing, Custom Solutions & Project Management, Fifth Story
Rebecca Shevel is a dedicated and innovative Marketing Director, Media and Advertising leader with +20 years of experience growing brands, audiences and revenue. She has done this by developing relationships, creating multi-platform marketing, content & strategic advertising solutions. Rebecca’s approach is to be consultative, strategic and holistic with her clients and team.
Rebecca passions include content marketing, digital media and emerging technology. She has extensive experience working directly with clients (B2B & B2C), boutique and national media agencies. Rebecca brings a unique view when solving business challenges, having worked on the media supplier and agency sides of business. Rebecca enjoys helping define KPIs for clients to ensure the recommended strategy is fully supported by the best content, marketing and digital tactics.
Rebecca has worked with and for numerous Tier-1 brands in a variety roles. Currently, she is the Director of Marketing and Custom Solutions at Fifth Story, working with the Account Directors to help create an array of content marketing and digital solutions for clients; while also focused on building the Fifth Story brand via partnerships, sponsorships, PR and targeted marketing.
Senior Director, Marketing Planning & Operations, Rogers
Michelle Cody’s bio will be posted soon.
Head of Sales & Partnerships, Pelmorex Corp.
Tami Coughlan’s bio will be posted soon.
Justin da Rosa
Justin is a lifelong storyteller. With a degree in professional writing from York University, he plied his craft as a journalist for five years before becoming a content marketing manager. He currently works as the managing editor for Ratehub.ca, a fintech startup in Toronto that aims to help Canadians make better financial decisions. When not managing Ratehub’s content department he freelances as a writer, helping brands tell their stories.
As President at Fifth Story, Shelley sets the tone, vision and direction of the 40+ employee company. She brings value, leadership experience and business intelligence, working hands-on with clients and her team. In 2013, she led the repositioning of News Canada, a 30+ year business, to Fifth Story, a leading content marketing solutions provider, to meet the evolving needs of their 300+ clients and drive the continued success of the company.
Shelley is well-known for her expertise in content marketing. She has been a featured speaker at numerous Canadian and international marcom events. Shelley has over twenty years of experience in media, marketing and communications. Prior to joining Fifth Story in 2012, Shelley held senior leadership roles at Postmedia, The Globe and Mail, CBC, Rogers and Brunico Communications. Shelley has experience with both B2B and B2C markets and in multiplatform media channels. She developed and managed large brand sponsorships programs for the Olympics and TIFF, and has launched and developed start-up brands in Canada and internationally.
Mangala has a reputation for building iconic brands through fully integrated marketing. She brings marketing, innovation, and digital product teams together to build great businesses and deliver a superior customer experience. Currently an independent strategy consultant, Mangala works with Indigo Books & Music Inc. Previously she held marketing leadership roles at Roots, Pepsico Canada), and Post Consumer Brands. She has also worked at Reckitt Benckiser and started her career at The Nielsen Company.
Mangala is an Honours Economics and Math graduate of University of Toronto and completed her Master of Business Administration in Digital Transformation at McMaster DeGroote School of Business.
In addition to her instructor role at the School of Continuing Studies, she is currently board advisor to the Humber College School of Business.
Rachel is a Senior Content Marketing Specialist at Borrowell – one of Canada’s largest financial technology companies. Rachel specializes in financial literacy initiatives and is passionate about helping Canadians better understand their credit. Rachel started her career in media and received her Bachelor of Journalism degree from the Ryerson School of Journalism. She completed multiple internships with prominent news publications, including stints at The National Post and The Canadian Press. Rachel was keen to jump into the Toronto startup scene and joined a fast-paced digital marketing agency, Atlas Communications, before graduating. She developed engaging website, blog, and social media content for well-known brands such as T-fal and All-Clad. Her learnings inspired her to instruct a social media workshop at The Cube School of Technology. In 2017, Rachel joined Borrowell to lead the company’s content and social strategy. Key responsibilities include driving website traffic, mapping the customer journey, and crafting engaging and delightful stories designed for a variety of platforms. Rachel recently completed her Search Engine Marketing certificate from Brainstation.
CSCM1000 Planning and Analysis for Content Marketing
The backbone of successful content marketing requires a well considered plan that will achieve your business goals. Learn how to construct an effective content marketing strategy, identifying: the purpose and goals for your content, target audience and buyer’s journey, the most effective paid, earned, shared and owned channels to leverage, metrics and key performance indicators, resources and processes required to deliver on the plan.
CSCM1010 Content Creation
Learn about creating content, from ideation and development to editing and dissemination, to reach wide and focused audiences. Learn how various content types function as part of a digital marketing strategy as well as the power of an engaging brand story. Build an effective content plan and a portfolio of work to show prospective employers.
CSCM1020 Content Promotion and Amplification
The famous quote, “If you build it, they will come”, from the movie Field of Dreams, doesn’t necessarily apply to the content you create. Acquire the skills and knowledge to effectively promote your content. Create and execute a comprehensive content amplification strategy, covering native advertising and influencer marketing, and leverage content distribution channels to ensure your content makes an impact.
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