How Certification Works

Enrollment for the Content Marketing Certification program happens through our partners at CMI. You’ll have access to 15 hours of self-paced online learning, followed by an online exam.

• Strategically Align Your Content Marketing
• Get Actionable Takeaways
• Unlock your potential

Are You Interested in Just the PCM® Exam?

Have You Already Passed the PCM® Exam?

Passing the PCM® exam is a big accomplishment! Now it’s time to promote and maintain your certification. Share the news and make sure to keep your certification up-to-date.

Frequently Asked Questions

Additional Questions?

No problem. We realize it’s a big commitment to become a PCM® in Content Marketing. Check out our FAQ page or email us at pcm@ama.org. 

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What to Expect

This cohort-style Bootcamp is the perfect mix of live instruction and self-paced learning. The six-week program lets you focus on bite-sized chunks of programming so you can refine your skills, meet new people and watch your career gain momentum. Best yet, you’ll have equally motivated peers alongside the whole way to help share new ideas and push through challenges.

Weekly Assignments

Each Thursday, you’ll be given online assignments to complete and discuss with fellow learners. These assignments will prepare you for the live sessions so you can make the most of your time with the instructor and peer collaboration.

4 Live Classes

Your instructor leads the live sessions where you will discuss the online assignments, ask questions and learn about trending topics. The live sessions will occur on May 7, May 21, June 4, and June 18.

The Value of AMA Membership

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

join & SAVE

Prove your new skills! When you finish this program, you’ll get a certificate of completion to show your current boss and future employers your commitment to keeping your knowledge up-to-date.

Are you an AMA Professional Certified Marketer®️? This training is worth 12 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

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Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

On-Demand Course Refund Policy: You may request a refund up to 7 days from the purchase date. The registration fee will only be refunded if less than 10% of each course has been completed.

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Are you an AMA Professional Certified Marketer®️? This training is worth 13 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

About Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

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Are you an AMA Professional Certified Marketer®️? This training is worth 3.5 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

About Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

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Join AMA at the largest gathering of content marketers in the world. Learn from 100+ expert speakers, reinvigorate your strategies, and get the tools to advance your future. Jam-packed with keynotes, sessions, workshops, and industry master classes, featuring practical advice, detailed case studies, creative storytelling, new inspiration, and the latest trends in the content marketing space.

For the past two years the Marketing Analytics & Data Science (MADS) program has been co-located with Content Marketing World. You’ll have the option to attend three MADS workshops as well as session tracks on Tuesday and Wednesday curated just for marketing analytics professionals during the CMWorld main conference.

AMA’s CEO Bennie Johnson and Vice President of Professional Development Molly Soat will be onsite along with other amazing talents to discuss the state of marketing and the content marketing landscape.

check out the full program

AMA Members
Save $100

We’re excited to partner with Content Marketing Institute to get you great pricing for this event. Use the code “AMA2025” for $100 off All-Access, Main Conference or Digital Pass purchase.

REGISTER NOW

This event is hosted by Content Marketing Institute. You will be sent to their site to purchase this event, and their customer service team can answer any additional questions you have about the conference.

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In today’s media landscape, the dual threats of AI-generated content and plagiarism are eroding audience trust and creating financial and legal risks for media and publishing companies.

Download the new guide from Copyleaks to explore:

• How to combat the rising challenges of content authenticity
• Protecting intellectual property and revenue streams from AI misuse and piracy
• Why content verification is a strategic investment that safeguards your brand’s reputation
• An enterprise-ready solution for AI and plagiarism detection at scale

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This ebook is designed for marketers, editors, content strategists, and business communicators who want to establish editorial consistency across their organization. Whether you’re building a brand from scratch or scaling content production, a house style guide can anchor your voice, improve efficiency, and ensure high-quality communication across all channels.

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Get proven strategies for planning successful campaigns, creating engaging content, and seizing every opportunity during the year’s busiest shopping season.

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Why? Because traditional advertising isn’t cutting it anymore. Here is everything you need to know about content marketing and how you can leverage it effectively.

What Is Content Marketing?

Content marketing is the strategic creation and distribution of valuable, relevant content designed to attract and engage your target audience. Unlike traditional advertising, which pushes a message to consumers, content marketing pulls them in by offering something they genuinely find useful. The goal is simple: to build trust, educate your audience, and ultimately drive profitable customer actions.

3 Key Elements of Content Marketing

At its core, content marketing revolves around three main activities:

1. Content creation: This is where you create the collateral that will engage your audience. It could be a blog post, a how-to video, a white paper, or even a series of social media posts. The key is to focus on quality and relevance—your content should solve a problem, answer a question, or provide new insights.
2. Content distribution: Once you create content, you must ensure it reaches your target audience. This is achieved through sharing it on various channels, including websites, email newsletters, social media platforms, and third-party publications.
3. Content engagement: Engagement builds relationships and provides valuable feedback that can guide future content strategies. It’s all about interaction. Whether it’s through comments, shares, likes, or direct responses, your content should encourage your audience to take action.

Why Is Content Marketing Important?

Understanding the impact of content marketing starts with recognizing its core benefits. Here’s a breakdown of why content marketing is essential for your business:

1. Consumer preferences

Today’s consumers are tired of traditional ads. They want content that educates, solves problems, or entertains. Content marketing delivers exactly that, building stronger relationships by offering value instead of a hard sell.

2. Brand visibility and trust

Consistently producing high-quality content makes your brand more recognizable and trustworthy. When your audience repeatedly finds your content helpful, your brand becomes their go-to source, thereby building long-term trust.

3. Lead generation and conversion

Content marketing doesn’t just attract attention; it turns that attention into leads and, eventually customers. By guiding prospects through the buyer’s journey with relevant content, you’re more likely to convert them into paying customers.

4. Cost-effectiveness

Content marketing is cost-effective. It generates more leads at a lower cost than traditional methods. Plus, once created, content continues to deliver value over time, making it a smart investment in a world where budgets are increasingly focused on content.

Our content marketing on-demand training breaks down how to maximize these benefits in an easy-to-follow and engaging format. 

Common Types of Content Marketing

Understanding the various types of content marketing is essential for creating a well-rounded strategy. Each type has unique strengths that can help you reach and engage your target audience.

1. Blog posts

Blog posts are the cornerstone of content marketing. They offer a powerful way to drive traffic, generate leads, and establish authority in your industry.

Benefits of blog posts:

• SEO: Regular, keyword-rich blog posts can significantly boost your website’s search engine rankings. Websites with active blogs have 434% more indexed pages and 97% more inbound links, making it easier for potential customers to find you.
• Lead generation: Companies with active blogs generate 67% more leads monthly, highlighting the direct impact blogging can have on your business’s bottom line.
• Thought leadership: Blogging allows you to establish your brand as an authority within your industry, helping to build trust and credibility with your audience.
• Engagement: Blogs encourage comments, shares, and interaction, helping to build a loyal audience. Companies that maintain an active blog can engage with their audience more effectively, fostering stronger relationships.

For optimal results, maintain a consistent publishing schedule, prioritize high-quality content, and enrich your posts with visuals like images and infographics to captivate your readers. 

Consider enrolling in the Digital Marketing Copywriting Cohort from January 15 – February 26, 2025, to sharpen your writing and craft more compelling blog posts. This program offers advanced copywriting techniques tailored to various digital platforms that can help you elevate your content.

2. Video content

Video content is one of the most engaging and versatile content formats, making it a critical component of any content marketing strategy. 91% of content marketers already use video as a key marketing tool, with nearly 78% planning to increase their video content production in 2024. From short clips to detailed tutorials, videos are great for capturing attention and communicating complex ideas. 

Benefits of video content:

• High engagement: Video content is known for quickly capturing and maintaining viewer attention, making it a powerful tool for driving engagement.
• Versatility: Videos can be easily shared across multiple platforms, including YouTube, social media, and your website, broadening your reach.
• Enhanced storytelling: Combining visuals and audio, videos offer a dynamic way to tell compelling brand stories that resonate with your audience.
• Increased brand awareness: 90% of video marketers report that video has significantly boosted their brand awareness, making it an essential tool for visibility.
• Improved understanding: 88% of video marketers say that videos have helped increase user understanding of their product or service, which is crucial for guiding potential customers through the buyer’s journey.

To maximize the impact of your video content, focus on creating concise, impactful videos, especially for social media. Ensure your videos are of high production quality with professional lighting, audio, and editing. Also, always include clear calls to action to guide viewers on the next steps.

3. Social media content

Social media content is crucial for engaging audiences on platforms like Facebook, Instagram, LinkedIn, TikTok, and X. With ad spending in the Social Media Advertising market projected to reach $219.8 billion in 2024, it’s clear that businesses recognize the immense value these platforms provide.

Benefits of social media content:

• Wide reach: Social media platforms allow you to connect with a large and diverse audience. Globally, the average person uses 7.1 social media platforms each month, providing multiple touchpoints for your brand to engage potential customers.
• Interactive: Social media fosters real-time engagement through features like polls, live videos, and direct messaging. This interactivity boosts engagement and builds stronger relationships with audiences.
• Cost-effective: While social media platforms offer powerful paid advertising options, organic posts are free, making it a cost-effective way to maintain a presence and connect with your audience. 
• Influence on purchase decisions: Social media is crucial in the customer journey, with 76.1% of internet users using these platforms for brand or product research. 

To make the most of social media, tailor your content to fit each platform’s unique style and audience. Actively engage with your audience by responding to comments and messages, and use visuals like images, videos, and infographics to enhance your posts and boost performance.

4. Podcasting

Podcasting is a powerful medium for sharing in-depth discussions, interviews, and stories through audio content. With nearly 505 million worldwide podcast listeners projected in 2024, podcasts are becoming an increasingly popular way to reach and engage with audiences.

Benefits of podcasting:

• Convenience: Podcasts offer a convenient way for listeners to consume content on the go, whether they’re commuting, working out, or just relaxing at home.
• Building authority: Hosting a podcast helps establish your brand as an industry expert, allowing you to share valuable insights and position your brand as a trusted voice in your field.
• Loyal audience: Podcasts tend to attract a dedicated following, which fosters strong brand loyalty.
• High listener engagement: A remarkable 82% of Gen Z monthly podcast listeners have taken action after hearing a podcast advertisement. 
• Website traffic boost: Podcasts are great for driving traffic to your website. 61% of Gen Z listeners have visited a company or product website after hearing a podcast ad.

To maximize the effectiveness of your podcast, maintain consistency by regularly publishing episodes and invest in high-quality audio equipment to ensure a professional sound. Engage with your audience by incorporating Q&A segments and encouraging listener feedback.

5. Infographics

Infographics are powerful visual tools that transform complex information and data into easily digestible content. Over 60% of businesses use infographics in their marketing strategies, and 84% of companies that have used infographics on social media report finding the medium effective. 

Benefits of infographics:

• Digestible content: Infographics simplify complex information into easy-to-understand visuals. This makes your content more accessible and engaging for your audience and can increase the drive to read by 80% a post.
• High engagement: Content that includes images and graphics, such as infographics, can see up to 650% higher engagement compared to text-only posts. On LinkedIn, posts with images generally have a 98% higher comment rate, demonstrating how visual content can significantly boost interaction.
• Shareability: Infographics are highly shareable across social media platforms, increasing the reach of your content. 
• Branding: Infographics educate and reinforce your brand identity through consistent visual presentation. 

To maximize the impact of your infographics, focus on clarity to ensure the information is easily understandable and use professional design to enhance credibility. Additionally, promote your infographics widely across multiple platforms to increase visibility and engagement.

6. Email marketing

Email marketing is a crucial tool for reaching your audience directly. Boasting an impressive average return on investment (ROI) of $36 for every dollar spent, it is one of the most efficient strategies for nurturing leads and retaining customers.

Benefits of email marketing:

• Personalization: Email marketing allows you to tailor content to individual preferences. This makes marketing messages more relevant and increases engagement. 
• Direct communication: Emails provide a direct line of communication with your customers, offering a personal touch that is important for building and maintaining relationships.
• Measurable results: Email marketing offers clear metrics like open rates, click-through rates, and conversions, which help evaluate the effectiveness of campaigns. 

To maximize the effectiveness of your email marketing, segment your audience to send targeted emails based on behavior and interests. Also, craft compelling subject lines to boost open rates. Additionally, always include a clear call-to-action (CTA) to guide readers.

7. White Papers

White papers are in-depth, long-form content pieces that provide detailed information on specific topics. They are highly valued in B2B marketing. 56% of marketers use them, and 67% of the most successful businesses incorporate white papers into their content marketing strategy. 

Benefits of white papers:

• Lead generation: White papers are often used as gated content, requiring users to provide contact information before access. This makes them an effective tool for generating high-quality leads.
• In-depth information: They allow you to explore complex subjects in detail, providing comprehensive insights that help your audience make informed decisions.
• Authority building: By offering well-researched, detailed content, white papers establish your brand as a thought leader in your industry, enhancing your credibility.

When creating a white paper, focus on addressing specific audience challenges, use professional design for visual appeal, and promote your white paper widely across your website, social media, and email marketing channels.

Steps to Creating a Content Marketing Strategy

Developing a successful content marketing strategy involves careful planning and execution. Here are some steps to follow to achieve an effective strategy:

1. Setting clear objectives: Define your goals—whether it’s brand awareness, lead generation, or sales.
2. Understanding your audience: Create detailed buyer personas to understand your target audience’s needs and tailor content that resonates with them.
3. Content planning and creation: Plan and create content that aligns with your goals, focusing on quality, relevance, and value. Use a content calendar to ensure consistent publishing.
4. Choosing the right platforms: Select the platforms where your audience is most active and tailor content to fit each platform’s style and expectations.
5. Scheduling and consistency: Consistency is key. Use a content calendar to maintain a regular publishing schedule, building trust and keeping your brand top-of-mind.
6. Measuring success: Track key metrics like traffic, leads, and conversions to assess performance. Regularly review and adjust your strategy based on these insights to stay on track with your objectives.

If you want to gain more insights on content planning and strategy, join us in the Streamine Your Content Planning Strategy virtual training session on December 11, 2024. This 2-hour online training session will enhance your content planning skills and ensure your strategies align with your business goals.

Factors to Consider When Developing a Content Marketing Strategy

To ensure your content marketing strategy is successful, it’s crucial to consider several key factors that can impact its effectiveness and alignment with your business goals.

1. Mobile-first approach: With most users accessing content on mobile devices, optimizing for mobile is essential. Ensure your content is mobile-friendly with responsive design, fast load times, and easy navigation to enhance user experience and reach.
2. Content personalization: Personalized content is more engaging and effective. Use data to segment your audience and tailor content to meet their needs and interests.
3. Content accessibility: Making your content accessible to all users, including those with disabilities, broadens your reach and improves your brand’s reputation. Use alt text, provide transcripts, and ensure compatibility with screen readers.
4. Adapting to changing algorithms and platforms: Stay updated on search engine and social media algorithm changes, and adapt your strategy accordingly. Diversify your content across multiple platforms to reduce dependency on any single channel.
5. Content sustainability and repurposing: Focus on creating evergreen content that remains relevant over time. Repurpose content, such as turning a blog post into a video or infographic, to extend its lifespan and maximize its value.

Consider honing your editing skills with our on-demand Certificate in Copyediting program to ensure your content is sharp, polished, detailed, and professional. 

Overcoming Common Challenges in Content Marketing

Even the best content marketing strategies face challenges. Here’s how to tackle some of the most common obstacles:

1. Creating engaging content

Creating content that stands out is increasingly difficult. To achieve this, focus on producing high-quality content that addresses your audience’s specific needs and interests. Use storytelling techniques, incorporate visuals, and experiment with different formats to keep your content fresh and engaging.

2. Maintaining consistency

Consistency is the key to building and maintaining your audience’s trust, but it can be challenging to maintain a regular publishing schedule. To stay consistent, create a content calendar that outlines your publishing schedule in advance. This helps ensure a steady flow of content and allows you to plan ahead for busy periods.

3. Measuring ROI

Measuring the return on investment (ROI) of content marketing can be complex, especially when dealing with long-term strategies like brand building. Track key performance indicators (KPIs) such as website traffic, lead generation, conversion rates, and social media engagement to assess your content’s effectiveness. Use analytics tools to gather data and regularly review your metrics to make informed decisions about where to allocate resources.

Conclusion

Content marketing is a powerful way to connect with your audience, build trust, and drive results. You can position your brand as an industry leader by understanding key content types, crafting a strong strategy, and staying adaptable.

If you’re looking to take your content marketing to the next level, we invite you to attend Content Marketing World 2024 from October 21-23, 2024, in San Diego, CA 

This event will provide you with the latest insights, practical advice, and networking opportunities with top content marketing professionals across the world.

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