Preview – Content Marketing

Instructor:  Mike Moran
Course Dates: Open-ended
Enrollment Dates: Enroll Anytime
Who can Enroll: Anyone
Course Language: English
Price:  $0.00

About the Course

Preview - Content Marketing


About Course

What do the Michelin Guide, soap operas, and recipes for cooking with Campbell's soup all have in common? They all started as content marketing. Each one was considered a better way to attract customers to a brand than just spending more on advertising. But they had the disadvantage of requiring huge sums to distribute to their respective audiences. And that's the good news for you--the Internet has now reduced distribution costs to nearly zero, so content marketing is within reach of even the most budget-challenged companies. All you need to do is to understand how to identify your audience, learn their content needs, and meet them. Which is actually what this course on content marketing will do for you. Learn how to reach your audience with quality content that won't break the bank.

Course Navigation

If you have not already enrolled, click ‘Sign Up!’ to create a user account and enroll in this course. 

If you are already enrolled, you should see a ‘Start Learning' or 'Continue Learning’ button near the top right of this page directing you to a Course Units Page which will track your progress as you complete this course. 

At the top of each page in the course you will see a 'Navigation Bar'. This Navigation Bar has buttons that will aid you as you go through the course. 

The first button you will see is a 'Units' Button. This button, when clicked, takes you back to the Course Units Page. Think of this Units page as a table of contents for the course. There are 8 units in the course. All of the Units are unlocked, and you are free to jump around from one unit to the next to find the most relevant information for you. We do, however, recommend that you take each Unit in order as each one builds upon the previous one. 

The next button is called 'Notifications'. Any updates, announcements or various other important information about the course will reside there. Your Instructor will post these when necessary.  

Next to 'Notifications' is 'Discussions'. If you have a question about the material, or would like more clarification on a topic that is related to this course, please use the Discussion forum built into the course. Here, you can ask specific questions and we’ll email you when the Instructor replies. Please be mindful that discussion questions are a public forum and can be seen by others who participate in this course.

After 'Discussions' is a button called 'Workbook'. Each Unit of the course contains video, written content and some assessments and/or exercises. Your answers to the questions and quizzes will be stored in your Workbook, for reference at any time. Your answers are private, and may only be accessed by you and the Course Instructor.

The last button is the 'Course Details' button which will bring you back to this lovely page if you need a reminder of instructions or the time length of the units. 

Of course, if you are having any technical difficulties, please click the 'Contact Support' button at the bottom of any page and we would be happy to help you! 

Below, is the Course Structure with the time length of each unit.    

Course Structure

  • Preview - Welcome to Content Marketing, By Mike Moran
    • Untitled Page 1
    • What's Wrong With Advertising?
    • Traditional Media Usage Is On The Wane
    • Explore
    • Explore Continued...
    • People Are Paying Less Attention To Advertising
    • The Shift From Push To Pull Marketing
    • Explore
    • Reflection


Mike Moran
Mike Moran
Mike Moran is the author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, the first book on agile marketing. Mike pioneered agile marketing conecpts in his eight years at, where he served as Manager of Global Web Experience. He retired from IBM in 2008 as ...