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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

FLEXIBLE 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 three 3-day 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

 

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.
Director, Content Marketing, Ratehub

Alex is the Director of Content Marketing at Ratehub.ca. For over 10 years he 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

Courses

  • Planning and Analysis for Content Marketing
  • Content Creation
  • Content Promotion and Amplification

 

Course info subject to change

 

Program Policies

Program policies will be posted soon.

 

 

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