Content Marketing 201

Design a content strategy that powers all your marketing efforts — and generates faster business results.

Amanda Natividad

with

Amanda Natividad

VP of Marketing at SparkToro

This course is for you if...

01

You're sick of your content team playing second fiddle to the rest of marketing.

02

You want a sustainable marketing strategy that's not reliant on ads.

03

You already have a company blog and you want that content to do more for your brand.

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You're not a Content Marketer. You're the CEO of your brand's content.

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Content Marketing 201

Key outcomes

Build a flywheel

Build your own content engine that ensures ongoing production. And without breaking the bank.

Fuel your marketing strategy

Develop a content plan that serves as the base for your marketing strategy.

Define success

Ultimately, page views and search rank are vanity metrics. Measure the true value of your content investment.

Generate ideas

Think beyond the traditional keyword research strategy and learn to uncover new opportunities on a repeatable basis.

Master managing up

Leverage content across your marketing team, learn to hire SEO and content agencies, and manage leadership's expectations.

Repurpose like a pro

Marketing teams don't need brand new content all the time. Repurpose and distribute so you can spend your budget wisely.

See what people are saying

        Amanda taught months' worth of lessons in 2 succinct weeks. This is by far one of the most valuable experiences that I've had in the years of continuing professional education. I would take this course three times over and pay twice as much, at minimum.
Steven Mack
Steven Mack
Founder, Simple Solutions Fitness
        This course helped me think about content creation differently, and more creatively! The biggest thing I will take away is to think of content in terms of its ingredients, or component parts. Using this concept will help to both create better content and repurpose it more effectively.
Chloe Dormand
Chloe Dormand
Content Marketing Manager, Paddle
        Amanda shifted my thinking on how to leverage social media platforms. Companies I've worked for always use it as a broadcasting tool. But social media is a content platform in its own right. I really appreciated the tools, supporting resources, and breakout sessions during the course to refine my content creation process!
Ashleigh Lee
Ashleigh Lee
Senior Marketing Manager, JupiterOne
        I learned there are so many options for creating a great marketing strategy that fits my company and my founder’s personality. Amanda gave me a menu of choices along with a strategic approach.
Emmy Sobieski
Emmy Sobieski
COO, satschel
        In this course, Amanda introduced us to useful new concepts, like capstone content and zero-click content. Both of these helped me get a whole new perspective on creating and tailoring content pieces, designing a long-term content strategy, and it changed the way I perceive content creation and distribution.
Andrea Rajic
Andrea Rajic
Marketing Specialist, Gable
        There aren't many who understand how to tie content strategy back to growth, and I don't think there's anyone more knowledgeable in that regard than Amanda Natividad. She's one of the preeminent leaders in the field of marketing today.
Chantelle Marcelle
Chantelle Marcelle
Growth & Marketing Strategist
        Amanda is a true marketing G — she understands full stack marketing from the bootstrapped stage to millions in revenue at scale. I've learned boatloads from her and 10,000% recommend diving into her course.
Michael Lim
Michael Lim
Philanthropy, Mr. Beast
        Watching Amanda execute her content marketing strategy from the sidelines has been mind-boggling. She's crushing it. Her free content is already well worth paying for. And now you're telling me we can learn her secrets and build our own strategy *with her help*? That's a no-brainer.
Katelyn Bourgoin
Katelyn Bourgoin
Founder, Customer Camp
        Amanda is a content marketing Swiss Army knife — she’s done it across all industry types for companies like Fitbit, Growth Machine, and D2C brands. What’s even more powerful is how well she breaks down real-world, applicable content strategy and teaches it to others with ease.
Jeremy Moser
Jeremy Moser
Co-founder and CEO, uSERP
        If there's anyone who knows how to do content marketing, it's Amanda. Highly recommend this course for all marketers who want to level up their content game!
Zain Kahn
Zain Kahn
Senior Marketing Executive
        I especially appreciate Amanda's heart-forward, generous, and irreverent approach. It's thanks to her mentorship that I got hired at Readwise — so yes, I will be shamelessly plugging her new course.
Erin Moore
Erin Moore
Community Lead, Readwise

Meet your instructor

Amanda Natividad
Amanda Natividad
@amandanat

Amanda Natividad is VP of Marketing for audience research startup, SparkToro. In her 9-year marketing career, she has managed B2C and B2B marketing teams across consumer packaged goods, SaaS, and agency side. Earlier in her career, she built Fitbit's B2B content program.


Amanda has spoken at marketing events like Demand Curve's Growth Summit, and guest lectured at Columbia Business School and Cornell University. She is also a contributor for Adweek, a Le Cordon Bleu-trained chef, and a former journalist. 

Course syllabus

01

Rethink First Principles

SEO is a component that serves content marketing. And content marketing is in service to your entire marketing strategy — and your business. Shift your mindset to this, and you'll uncover more revenue opportunities with your content.

02

Generate Needle-Moving Ideas

Think beyond the traditional keyword research strategy for your content. Create a repeatable framework for ideas that put your business front and center with your target audience. Develop an outline for a topic that will define your marketing strategy for the next few months.

03

Repurpose Like a Marketing Artist

In 2020, 65% of Google searches ended without a click. But it's not just Google — social media platforms reward content that stays in-platform. Learn to repurpose your content by optimizing for this zero-click behavior.

04

Measure Success and Manage Up

Page views, search rank, and time spent on page are all nice — but they tell you nothing about the quality of your content. Learn alternative key performance indicators and how to communicate them up and out.

05

Bonus: Videos, Cheat Sheets, and More

Aside from the four 90-minute interactive sessions, you will have access to recorded videos, and Amanda's marketing templates. (Some topics: how to write better case studies; writing and promoting high-quality newsletters; and more.)

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Content Marketing 201

You will NOT learn...

You will NOT learn...
🚫 SEO

This course focuses on content creation and content management, not SEO fundamentals.

🚫 How to set up a blog

There are other resources that can teach you this for free. This course will teach you what to do next with the blog you already have.

🚫 How to launch a new content channel

You'll learn best practices and frameworks that apply to becoming successful in new content channels. But we won't go into detail on strategizing and launching specific channels like YouTube and podcasts.

Course schedule

3-5 hours per week
  • Tuesdays & Thursdays
    10:00am - 11:30am PT

    Each session will involve interactive lecture and breakout groups. Most of the coursework will be done during class.

  • 2 bonus sessions
    Mixer + AMA

    Students can also join two optional bonus sessions! One pre-course meet & greet, and one Ask Me Anything (AMA) with Amanda.

  • Self-paced lessons
    4 hours total

    You will also get short videos and separate reading to do on your own time — with forever-access to the material. All will be additive, not required, for full understanding of the course concepts.

Frequently Asked Questions

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Content Marketing 201