The world is connected through stories — and marketers and publishers are using these skills to educate and acquire new customers and audiences. Whether you’re looking to build up your skills or ready to take the next leap in your career, the lessons offered through this IAB course will help you succeed in the fast-growing field of content marketing.

Content is fundamentally different than advertising and this course is designed to empower advertisers, their ad agencies and media publishers to create, amplify and measure their brand content campaigns. Learn the ropes of running a content campaign, from developing strategy, to managing content creation, to promoting it for the world to see. You’ll learn about best practices, important metrics, the technology and the business of branded content.

What You’ll Learn

  • The fundamentals of branded content; including how to create, execute, promote and measure your content
  • The technology and business behind branded content
  • Tactical knowledge, resources and tools to run your own full scale content campaigns


Jerrid Grimm, Co-Founder and CEO of Pressboard

Who Should Attend?

  • Advertisers; Brand and Marketing Managers, Content Marketers
  • Agencies; Media Planners and Buyers, Account Directors, Managers
  • Publishers; Sales Managers, Sales Reps, especially useful for all staff employed by publisher content studios
  • Recent Graduates of traditional Marketing Degree or Diploma Programs (which may not have included content marketing courses)

Dates and Locations

VirtualSep 29, 202010:00 am – 3:00 pmEnglishRemote Only

If you have any questions about participating remotely or if you have a question about the course, please contact us at


  • Course includes a break for lunch.
  • Please note, course end times may vary.
  • All courses times are list as EST.


1.0 - Understanding Branded Content

  • 1.1: A Brief History of Branded Content
  • 1.2: Brand Journalism Lessons Inspired by the Best Custom Studios
  • 1.3: What’s My Brand’s Story?: How to Think Like a Journalist

2.0 - The Business of Branded Content

  • 2.1: The Business of Branded Content
  • 2.2: How to Stretch Your Sponsored Content Budget
  • 2.3: Navigating the Rules of Branded Content

3.0 - Working with Publishers

  • 3.1: What to Look for in a Publisher Placement
  • 3.2: Deciding Who Should Create Your Content
  • 3.3: Working with Publishers

4.0 - Finding Story Ideas

  • 4.1: Finding Stories in Unusual Places
  • 4.2: Tools to Help You Com Up with Your Next Great Brand Story
  • 4.3: Turning an Idea into a Brief

5.0 - Creating Your Content

  • 5.1: Storytelling Methods (and when to use them)
  • 5.2: Interview 101: Why and How to Conduct a Great Interview
  • 5.3: How and When to Include Your Brand in Sponsored Stories
  • 5.4: Writing for Different Age Demographics
  • 5.5: Giving Useful Feedback to Creatives
  • 5.6: Creating Your Content

6.0 - Promoting and Measuring Your Content

  • 6.1: How and Where to Promote Your Content
  • 6.2: A/B Testing: Real-time changes to Make Stories Work Hard
  • 6.3: The Most Important Engagement Metrics for Your Brand
  • 6.4: Targeting: How to Find (and Reach) the Right Audiences
  • 6.5: Retargeting: Building on the Success of Your Content

Course Policies


If an attendee cancels his or her registration more than 14 days before the date of the seminar, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.


Please provide 48 hours notice before the course if you wish to transfer to the next session or transfer to a different course. Requests made less than 48 hours notice will not be accommodated.


Your email confirmation represents receipt of payment and confirmation for your seat(s) for the course, workshop or seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.


All printed materials provided by IAB Canada are meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the session(s).