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Did you know that 70% of the content companies create is never used? (Never as in... never ever!)

That's because most content development happens without proper insight or a real sense of purpose.

In Creating and Testing Assets for Your Content Marketing Campaign, you'll quickly learn how to turn that "never ever" stat around. Your asset creation will match the goals you set and align with what you audience wants.

These insightful lessons, presented by a variety of subject matter experts, show you a smarter way to create content.

You'll learn how to use a content audit to uncover existing assets you can repurpose to meet your current objectives. You'll see how to set up and launch tests, so you can identify the right content mix for your audience. And you'll know how best to use an editorial calendar to maintain the right balance of content topics and types to support every stage of your buyer's journey.

By the end of this course you'll know what you have and what you need. No guesswork. No missed opportunities. No "never-ever." Just awesome results.


  • 1 Conduct a content audit so you can repurpose existing assets and identify content for each stage of the buyer's journey
  • 2 Establish testing parameters for campaign assets, set a timetable for testing, and set up A/B and multivariate testing using available tools to see which assets perform best
  • 3 Establish voice and tone and plan graphic elements based on your target audience's preferences
  • 4 Use an editorial calendar to create any new campaign assets
  • 5 Create multiple versions of creative assets in different formats