How it works
A structured, self-paced curriculum
Five modules move from research fundamentals through to presenting a finished plan. Here's what each part involves and how the format is put together.
Structure
Five modules, built in sequence
Each module builds on the last. Research feeds the audit, the audit feeds channel decisions, and channel decisions feed how the final plan gets framed for stakeholders.
Audience research fundamentals
Methods for identifying who a content plan serves, including reviewing existing customer data, mapping recurring questions, and spotting where current content misses the mark.
Conducting a content audit
A step-by-step approach to cataloging existing material, scoring it against relevance and performance, and turning the results into a short list of gaps and opportunities.
Building a channel strategy
Matching research findings to specific channels, setting realistic cadence, and deciding which formats deserve investment given the audience and resources involved.
Translating plans into business outcomes
Reframing a channel plan around the metrics a business stakeholder actually tracks, whether that's pipeline, retention, cost per acquisition, or awareness.
Presenting to stakeholders
Structuring a presentation that opens with outcomes, not formats, and anticipating the questions a business audience is likely to raise before they raise them.
What you build
A stakeholder-ready plan of your own
Rather than ending with a certificate alone, the curriculum is built around producing a real artifact: a content plan for a sample scenario, researched, audited, and framed the way it would be presented to a business stakeholder.
This document becomes something you can walk through in an interview or a performance conversation, showing not just that you understand the concepts but that you can apply them to a full, connected scenario from research through presentation.
Format and access
How the material is delivered
Self-paced modules
Work through material in an order that suits your schedule, revisiting sections as needed rather than following a fixed weekly cadence.
Written frameworks and worksheets
Each module pairs explanatory material with a worksheet or template you apply directly to a sample brand scenario.
Periodic updates
Frameworks are reviewed periodically and updated as channel landscapes and stakeholder expectations shift.
Direct contact for questions
If something in a module is unclear, questions can be sent directly and are reviewed in the order they're received.
Questions before you begin?
Check the FAQ page or reach out directly through the contact page.