When I will style myself John E. Bredehoft, HubSpot Academy Content Marketing Certified…and when I won’t

TL;DR: Today I received HubSpot Academy certification in Content Marketing.

This post explains why it feels familiar to a previous post of mine, what this certification is, and when I will (and will not) use my shiny new HubSpot Academy certification. It also includes a different call to action than the one I usually use.

Deja vu all over again: remember my CF APMP certification?

While certification in and of itself does not necessarily indicate operating confidence, it provides some level of assurance that the certified person knows what he or she is talking about.

Which is why I pursued and achieved APMP Foundation certification (CF APMP) in September 2021.

For those who don’t know, the Association of Proposal Management Professionals provides many benefits, including improved service to Bredemarket clients because of my access to the APMP Body of Knowledge.

It also provides a mechanism for proposal professionals to certify their mastery of the proposal field.

Which is great, if you’re a proposal professional.

But I also do other stuff.

What does it mean to be “Content Marketing Certified”?

My Bredemarket consultancy can be sliced and diced in several ways, one of which is to look at the proposals side of my business and the content marketing side of the business. The latter concentrates on generating content that attracts customers to a company’s offering, leading to revenue. At Bredemarket, I practice content marketing on two levels:

  • I create content for Bredemarket that attracts customers to use my services.
  • I create content for my customers that attracts THEIR customers to use THEIR services.

In a sense, Bredemarket itself acts as a laboratory in which I can try out ideas that I can subsequently implement with my customers, ranging from creating a targeted LinkedIn showcase page for one customer segment (local customers) to creating initial versions of “pillar pages” that I can continue to iterate and flesh out with additional content.

As you can see from the text of the certificate above, content marketing encompasses numerous subtasks:

  • Long-term content planning. Haphazard creation of content is not as beneficial as creation of content to achieve a particular goal.
  • Content creation. An important part of the process, but ONLY a part.
  • Content promotion. If you build it, they may not come. They have to know about it first.
  • Content analysis. Analyzing pertinent factors about the performance of the content.
  • Increasing results. Does the content increase revenue?

What about the shiny new designation that comes with the shiny new badge?

Unlike other certifications such as an academic degree, PMP certification, or my APMP Foundation certification, there is not a suffix that I can add to my name to tout my credentials. So I can’t call myself “John E. Bredehoft, HSA CMC” or something like that. (You should only use acronyms sparingly anyway.)

But I can certainly refer to my certification in certain circumstances.

Here’s a quic: which of these would be appropriate?

If you answer the correct question in this quiz…YOU GET NOTHING.

A different call to action

If you read the Bredemarket blog on a regular basis, you’ve probably seen my usual three-bullet call to action ad nauseum.

So this time I’m going to use a different one.

If you will benefit from achieving a HubSpot Academy certification in content marketing, follow the link below.

You don’t need to be a paid user of HubSpot, or even a free user of HubSpot, to get this certification (although you will need a HubSpot account).

And the certification is not constrained to use of the HubSpot application; other tools are prominently mentioned in the course.

Timewise, I spent several hours a day over several days taking the course, including the time that I spent applying some of the suggestions.

To access the HubSpot Academy course in content marketing, go to

https://academy.hubspot.com/courses/content-marketing

Happy learning.

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