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Content Marketing 201

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

This course is no longer available.

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Previously at

Growth Machine
Liftopia
Fitbit
NatureBox
GigaOm

Course overview

Be the CEO of your content

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

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.

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.

Leverage AI

...without compromising your brand, integrity, or originality. We'll learn how savvy marketers (and writers) are using GPT tools.

What’s included

Amanda Natividad

Live sessions

Learn directly from Amanda Natividad in a real-time, interactive format.

Lifetime access

Go back to course content and recordings whenever you need to.

Community of peers

Stay accountable and share insights with like-minded professionals.

Certificate of completion

Share your new skills with your employer or on LinkedIn.

Maven Guarantee

This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.

Course syllabus

Week 1

Jul 1—Jul 6
    Nothing scheduled for this week

Week 2

Jul 7—Jul 10
    Nothing scheduled for this week

Bonus

    Rethinking First Principles

    In our first day, we'll rethink our roles as content marketers and founders. And we'll learn about the content ingredients that make up amazing content recipes.

    • 📄

      Watch: Create Viral Loops in Content

    • 📄

      Watch: Effective Testimonials and Case Studies

    • 📄

      Template: Case Study

    • 📄

      Optional: “First Principles: The Building Blocks of True Knowledge” by Shane Parrish

    • 📄

      Optional: “The Cook and the Chef: Musk’s Secret Sauce” by Tim Urban

    • 📄

      Day 1 Slides

    • 📄

      Course Workbook

    Never-Ending Ideas and Capstone Content

    We'll use quick research tools to ensure we're always learning about our industries and our audiences. We'll walk through no-fail prompts. And we'll understand what makes meaningful content.

    • 📄

      Watch: The Dinner Party Test

    • 📄

      Watch: The Event-to-Blog-Post Flywheel

    • 📄

      Watch: More Tips for "The 5 Questions"

    • 📄

      Read “Hook, Line, Sinker” by Rand Fishkin

    • 📄

      Optional: “The Content Writing Guide: How to Write Blog Posts That Readers Care About” by Ryan Law

    • 📄

      Optional: "Writing Well" guide by Julian Shapiro

    • 📄

      Day 2 Slides

    The Art of Repurposing and Zero-Click Content

    Repurposing content for social media is underratedly hard. We'll get through it together. And I'll teach y'all about something I call "zero-click content."

    • 📄

      Watch: Pitch a Guest Post

    • 📄

      Watch: Email Newsletter

    • 📄

      Read "Zero-Click Content: The Counterintuitive Way to Succeed in a Platform-Native World"

    • 📄

      Read: "Who Will Amplify This? And Why" by Rand Fishkin

    • 📄

      Optional Webinar: "The Future of SEO Starts With the Death of Classic Keyword Research"

    • 📄

      Optional reading: ChatGPT Explained: A Normie's Guide To How It Works

    • 📄

      Optional reading: How to use AI to do practical stuff

    • 📄

      Day 3 Slides

    Communicate Success Like a CEO

    On our last day, we'll learn to manage up and out like a CEO. I'll also share my best marketing and career templates with you!

    • 📄

      Template: Master Editorial Calendar

    • 📄

      Template: Vendor Selection Scorecard

    • 📄

      Template: Career Opportunity Scorecard

What students are saying

See what people are saying

        Take this course if you want promotions, raises, and recruiters reaching out to YOU instead of the other way around. Amanda's the GOAT. 🐐
Mo Akif

Mo Akif

Senior Content Marketing Manager, StreamYard 
        Content Marketing 201 is a must-have course for content marketers who want to level-up. The lessons give you a fresh perspective on how to create useful and impactful content that goes beyond the usual vanity metrics and SEO brownie points. Amanda's also a terrific teacher who brings great energy to the live sessions. Highly recommend!
Kristiana Rule

Kristiana Rule

Content Strategist
        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
        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
        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
        I found the frameworks for understanding content "recipes" - aka combining different content types (ingredients) together based on how/who you want to engage with your content very helpful for organizing my thoughts. And I loved the exercises to practice creating effective hooks and titles for content!
Derek Flint

Derek Flint

Marketing Manager, Ten Speed
        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
        If you're getting started in content marketing, this is a great course to go on. Amanda has been there and done it and knows her stuff! She's definitely a great person to learn from.
Michael Glover

Michael Glover

Marketing Manager, ConvertFlow
        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
        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 10+ years of marketing experience, 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 AdWorld, MozCon, and SaaStock. She has guest lectured at Stanford University, Columbia Business School, and Cornell University. She's also a contributor for Adweek, a Le Cordon Bleu-trained chef, and a former journalist. 

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

  • 4 live workshops

    10:00am - 11:30am PT

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

  • 3 bonus sessions

    Mixer + AMA

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

  • 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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