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Certificate in Content Marketing

Amplify your digital voice with the content consumers crave

The audiences you need to reach with your digital marketing message are more savvy than ever.  No longer satisfied with hearing from you in traditional ways, they have touchpoints with you across countless media channels—many of them highly personalized to their tastes and content preferences. Knowing how and where to engage your audience with a consistent stream of relevant, persuasive content has become an integral skill demanded of anyone working in digital marketing. The high level of specialization required to do this effectively is the reason employers struggle to find qualified content marketing experts.

Nearly 1 in 2 marketing jobs require digital skills
Content marketing jobs have recently grown +500%, in the Greater Toronto Area
Content marketing jobs pay $10,000 more on average (compared to less specialized digital marketing jobs)

Why Choose York?

ACCELERATED LEARNING Finish in 6 months

REAL-WORLD PROJECTS Upgrade core job skills

PART-TIME FORMAT (online + in-class)

 

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 Content Marketing not only teaches you the fundamentals of strategy and technical expertise, but it also gives you the opportunity to work on real-world projects with actual companies. You’ll have the chance to practice the core job skills top employers demand when hiring content 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

- Cora Brady, Managing Director, Bob’s Your Uncle (Advisory Council Member)

Program Delivery

We know that fitting continuing education into your schedule isn’t easy. So, we make it easier by offering a flexible study format that works around your commitments.

The Certificate in Content Marketing is a 6-month part-time program, taken mostly online. You’ll come to our Keele Campus in Toronto, ON for 3 weekends over the course of the entire program. This format allows you to easily balance your studies with your work and home life.

program-delivery

Finish in 6 months

*Attendance at weekend classes is required

 

Who should take this program?

The Certificate in Content Marketing is ideal for anyone who currently works in marketing, or is a writer or creator of media.

This program can enhance the careers of people with experience or educational background in:

MarketingMarketing

BusinessBusiness

CopywritingCopywriting

CommunicationsCommunications

JournalismJournalism

… and related fields

Learning Outcomes

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

Advisory Council

Jill BorraJill Borra
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.

Cora BradyCora Brady
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.

Alex CondeAlex Conde
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.

Justine MelmanJustine Melman
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.

Rebeca ShevelRebecca Shevel
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.

Michelle Cody
Senior Director, Marketing Planning & Operations, Rogers

Michelle Cody’s bio will be posted soon.

Tami Coughlan
Head of Sales & Partnerships, Pelmorex Corp.

Tami Coughlan’s bio will be posted soon.

Instructors

Justin da Rosa - Instructor, Post-Graduate Certificate in Public RelationsJustin da Rosa

Justin da Rosa 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.

Shelley Middlebrook, Instructor, Certificate in Content Marketing
Shelley Middlebrook

Read interview with Shelley

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.

Rachel Surman, Instructor, Certificate in Content Marketing
Rachel Surman

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.

Courses

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.

Program Policies

 

 

If you would like more information or have a question about the Certificate in Content Marketing, please Contact us

There are no upcoming dates for this program at present. Please check again later or request further information below.

Key Policies

More Information

What if I miss an exam?

You should be making every effort to meet York University’s General Academic Regulations, as well as each of your courses’ requirements. This includes attendance, assignments, and tests/exams. We understand, however, that unforeseen circumstances arise that may force you to miss an exam. If that’s the case, you must contact your instructor before the scheduled exam date by email. Please include your full name, student number, and the reason for your absence in the message. You must also provide valid documentation (i.e., a doctor’s note, death certificate, court/legal documentation, etc.) immediately following your return before alternative arrangements can be made. Please note that valid documentation has to be applicable to the assessment date.

What if I miss a class?

If possible, please contact your instructor before the class. In your message, be sure to include your full name, student number, and the reason for your absence. You’ll then be required to make arrangements with your instructor to make up the missed hours.

Class cancellations due to instructor absence

Like our students, York University instructors work hard to make it to every class on time. However, should he or she be forced to cancel your class due to an absence, you will be notified via email as soon as possible by the School of Continuing Studies. Instructor absences will also be posted on the course website on the Moodle learning management system in the course announcements section. Upon the instructor’s return to class, make-up class details will be discussed.

University closures/class cancellations

If the University is open, classes will be running. If the University is closed, classes will not be running. Any missed classes will be rescheduled. University Closures/Class Cancellations: (416.736.5600 OR www.yorku.ca). While this is rare, weather and/or other emergencies do occur that require us to suspend our operations. While every effort will be made to contact students, this is not always possible. If you are unsure of whether the course is running, please call the University’s weather/emergency information line, or check our Twitter feed (@Continue_YorkU).

Cancelation of programs

The School of Continuing Studies reserves the right to withdraw or cancel programs/courses, and students will receive a full refund of fees paid. The School of Continuing Studies reserves the right to alter fees, other charges, and course dates, times, locations, and/or instructors as needed. Please note that the School of Continuing Studies is not responsible for travel cancellation charges that students may incur.

What happens if I fail a course?

If you do not pass a course you will still be permitted to continue in the program but will have to repeat that course with another cohort.

Electronic devices

Students can use laptops and other electronic devices during class. Out of respect for your instructor and fellow classmates, please reserve the use of electronic equipment during class time for academic purposes. Instructors reserve the right to ask students to leave the classroom if they do not comply with this practice.

Recording devices

Students are not permitted to record lectures or take pictures without the consent of instructors and/or fellow students. We ask that students not post course content on external websites. Students who are registered with Accessibility Services and have accommodations approved for recording lectures are permitted to do so with the instructor’s knowledge.

Student Accessibility Services/Accommodations

The School of Continuing Studies works in partnership with York University’s Student Accessibility Services to support our students.  Students who need special accommodations must be assessed by Student Accessibility Services before alternate arrangements can be made.  Please visit their website (https://accessibility.students.yorku.ca/) for details on how to register with their department.

General York University Policies

All students are expected to familiarize themselves with the following information, available on the Senate Committee on Curriculum & Academic Standards webpage: http://www.yorku.ca/secretariat/policies/index-policies.html

Confidentiality

In the spirit of Ontario’s Freedom of Information and Protection of Privacy Act (FIPPA), York University and the School of Continuing Studies work to ensure that instructors and participants acknowledge and respect the privacy and confidentiality of personal information that may be presented in the context of instruction. Instructors will document the amount of personal information that is collected, used, or disclosed in their sessions, and will ensure that all identifying personal information is omitted from all written documents. To maintain privacy, students should not bring or share personal or other confidential files or records with the class. We are committed to protecting your privacy and your financial security, and we do this in several ways:

  • Your credit card information is never received or stored by our system. Only your financial institution has access to your credit card information.
  • Your Student Portal is password-protected. To access any personal and academic information, you must enter your username and portal password.

York University Privacy Policy

Student Conduct

  • Students and instructors are expected to maintain a professional relationship characterized by courtesy and mutual respect.
  • It is the instructor’s responsibility to maintain an appropriate academic atmosphere in the classroom.
  • The instructor will decide whether such an atmosphere is no longer present in a class, and is trained to take appropriate steps to return to a professional environment.

If you feel this policy has been violated, you should notify your instructor as soon as possible. You may be asked to provide a detailed written description of the complaint to the instructor. The instructor may take measures they feel are appropriate to resolve the issue and/or may forward the complaint to the School of Continuing Studies for review. Please refer to the full policy document on the York University website at: http://www.yorku.ca/scdr/ Please find the Code of Student Rights and Responsibilities here:  http://www.yorku.ca/oscr/pdfs/CodeofRightsandResponsibilities.pdf

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