This course contains the use of artificial intelligence.

Writing is the easy part of content marketing. It is also the only part you can hand to somebody else. The hard part is upstream and downstream of it: strategy, research and distribution. Here are 391 tools for those parts: 221 ready-to-use procedures, templates, checklists and question lists, 108 models and methods, 57 services shown on screen and 5 working files.

Open a lecture, take the template, and plan your next campaign around it.

Why content does not work

Teams produce posts on a calendar without a position, a voice or research behind them. Expert knowledge stays in people's heads, content is published once and forgotten, distribution is an afterthought, and metrics count likes instead of results.

What changes after this course

Your content starts from a brand position and real audience research. Experts' knowledge becomes material, every piece is repurposed and measured, and owned, paid and earned media work together to build thought leadership.

What is inside: 391 tools, counted lecture by lecture

You do not have to take this number on trust. Open any lecture and read its description: every tool inside is listed there by name.

• 47 downloadable resources: lecture presentations plus 5 working files, including a content piece breakdown workbook and sample survey and EVP reports
• 221 ready-to-use tools inside the presentations:
• 58 step-by-step procedures: campaign media planning, AI video production, topic clustering, content factory
• 50 templates and sample documents: positioning statement, tone of voice, editorial calendar, case study documentation structure
• 45 checklists: messaging consistency, big idea evaluation, brand identity launch, webinar preparation
• 27 question lists and scripts: campaign channel selection, expert knowledge capture interviews, course customer discovery interview, webinar opening script
• 17 ready AI prompts: brand positioning, messaging matrix generation, brand voice agent, campaign headline generation
• 15 scorecards, rubrics and matrices: competitor comparison matrix, positioning robustness, messaging matrix, stakeholder power-interest matrix
• 6 metric sets and 3 other working tools: brand architecture decision worksheet, chart selection guide
• 108 models and methods explained with examples: AIDA model, sales funnel, Nielsen Norman tone of voice dimensions, headline-body-CTA framework
• 57 services shown on screen, including Claude, ChatGPT, LinkedIn, Facebook, Google Forms and Confluence

Where the tools are

Strategy and brand voice (2 sections, 89 tools). Brand positioning, voice, campaign planning and content plans.

Audience and research (2 sections, 42 tools). Audience research, fieldwork and research operations.

Expert content and operations (2 sections, 71 tools). Capturing expertise, repurposing and metrics.

Long-form, video and live (2 sections, 73 tools). Production, facilitation and engagement.

Gamification and behaviour change (2 sections, 23 tools). Platforms, campaigns, recognition and motivation.

Distribution and thought leadership (4 sections, 121 tools). Owned, paid and earned media, and executive brand content.

Who is teaching

I am Mike, the #1 HR instructor on Udemy, with 1,800,000+ course enrollments from 170,000 students, and the author of about 200 books on Amazon. I built the people system at Preply as it became a unicorn and worked at Wargaming, iDeals and Alfa-Bank across 20 years in HR. I hold PHRi, SHRM-CP and HCI sHRBP certifications and represent HRCI in Eastern Europe.

At the STB TV channel I started a corporate blog for employees and candidates, which I wrote myself. It became a channel the company owned, where we told our own stories instead of waiting for media or job sites to tell them for us.

How to use the course

Start with strategy and research, then plan your content operations and distribution. Section and lecture titles show how many tools are inside, and each lecture description lists them by name.

What is included

• 44 lectures across 15 sections, 23.5 hours
• 47 downloadable resources: lecture presentations and 5 working files
• 391 tools across the lessons, including 57 services shown on screen
• Lifetime access to all materials
• Active instructor support in the Q&A section
• A Udemy Certificate of Completion

Where to start

Write down who your content is for and what they should do after reading it, then open the first section. Enrol now and start your first lesson today.