This document outlines customizable digital marketing training offerings, including courses on digital marketing strategy, Google marketing essentials, and content marketing. Each course is designed for various audiences, focusing on practical skills like website usability, SEO, and content strategy, with a fixed pricing model of $895 per attendee. It also profiles key instructors and their expertise in programmatic and digital marketing.

1. Digital Excellence Training

2. Digital Excellence
Training
All of our training offerings are fully customizable to your
team’s composition of know-how and experience level.
You can modify the schedule and frequency of learning
modules to accommodate shorter sessions - such as lunch
and learns.
You can modify the curriculum to focus on your priority
investments, and where you need near-term help.
• Pricing is per attendee, competitive and aggressive!
• Each 2 Day training module listed at $895.00 per attendee.
• Minimum 4 attendees per session.

3. Digital Marketing Strategy
Crash Course
This 2-day immersive, modern course covers the core components of
Digital Marketing Strategy – from strategy frameworks to website
anatomy and web analytics.
The emphasis of the course is on grasping a digital marketing
mindset, and learning online opportunities and techniques that can
immediately be put to use to improve and measure online customer
experience.
Trainees learn the modern mandate of online marketing, and a
framework to develop a digital marketing strategy that delivers
business results. The course explores website content management,
usability and performance, along with web analytics.

4. Digital Marketing Strategy
Crash Course
Audience:
§ Entry-level Marketers and their managers.
§ Self-taught Digital Marketers requiring a course that fills in the gaps and
puts all the pieces together.
§ Business Analysts and IT personnel working with or interested in expanding
their role into the business area.
Objectives:
§ Articulate the key fundamentals and differences of digital/web marketing – learn
how to think like a digital marketer.
§ Learn to create a digital strategy framework.
§ Develop buyer/audience personas.
§ Understand the importance of today’s customer journey.
§ Grasp the basics of website usability and content management.
§ Understand web analytics and key performance metrics.
§ Improve your team’s digital marketing skills.

5. Digital Marketing Strategy
Crash Course
Topics: fully customizable to meet your team profile
Day 1:
§ Lesson 1: The Digital Evolution and Opportunities
§ Lesson 2: The Digital Marketing Stack
§ Lunch
§ Lesson 3: Digital Strategy Made Simple
§ Lesson 4: Buyer Personas and Customer Journey Mapping
Day 2:
§ Lesson 5: Modern Website Anatomy and Best Practices
§ Lesson 6: Writing for the Web and Search Engines
§ Lunch
§ Lesson 7: Introduction to Google Analytics
§ Lesson 8: Key Performance Indicators & Metrics that Matter

6. Google Marketing

7. Google Marketing
Essentials
This 2-day practical course offers an ideal introduction to the basics of
Google search engine optimization (SEO), search engine
marketing (SEM) and online advertising.
Today’s businesses need to know how to successfully implement and
leverage Google-based Internet marketing campaigns and
opportunities. Google tools help you attract, retain and convert website
traffic; and enable you to know and engage with your online audience
and potential buyers while on your site.
The course will teach you to combine quality content with the tools
and approaches offered by AdWords, Google Analytics, and online
advertising to become a powerful online marketer. Trainees learn the
fundamentals of SEO and SEM, and the basics of online advertising in
order to drive quality traffic to your website and online properties for
engagement and conversion.

8. Google Marketing
Essentials
Audience:
§ Digital Marketers requiring a specialized course in SEO and SEM.
§ Marketing Managers/Directors/CMOs
§ Marketing Coordinators/Specialists
§ Content/Copy writers
§ Website content managers.
§ Website developers and their managers.
§ Communications Managers/Specialists.
§ Business Analysts and IT personnel working with or interested in expanding their role into
the business area.
Objectives:
§ Understand how search engines work.
§ Use tools provided by Google to increase website traffic through better search engine
rankings.
§ Learn the fundamentals to SEO success: on-page factors, back linking and quality content.
§ Understand Google's algorithm.
§ Learn SEM fundamentals, including keywords, ad copywriting and competitive research.
§ Understand online advertising and its impact, including programmatic advertising.
§ Measure campaign results using Google Analytics.
§ Improve your team’s Google-savvy.

9. Google Marketing
Essentials
Topics: fully customizable to meet your team profile
Day 1:
§ Lesson 1: How Search Engines Work
§ Lesson 2: Elements of SEO Success
§ Lunch
§ Lesson 3: How to Optimize Content for Better Rankings
§ Lesson 4: Google’s Algorithm
Day 2:
§ Lesson 5: Introduction to Online (Paid) Advertising
§ Lesson 6: Google AdWords Overview
§ Lunch
§ Lesson 7: Programmatic and Social Media Advertising
§ Lesson 8: Performance Measurement with Google Analytics

10. Content Marketing

11. Content Marketing
Workshop
This 2-day workshop explores the many facets of content marketing, a long-term
strategy that includes creating and promoting original, relevant content for your
users and customers. The Internet today is fuelled by content – your customers
and search engines rely on content to answer questions; and you need content to
grow awareness, website traffic and online engagement to conversions.
This content marketing workshop will teach you how to build your business by
leveraging the content you already have, create new content for marketing, and
update your search engine optimization so people can find your great content,
resulting in increased leads, more sales and better relationships with your
customers.
With constant updates to search engine algorithms, specifically Google's, the best
way to drive and increase traffic to your website is with content marketing. You
can have what you think is the best content to market your product or service, but
if nobody sees it, there are no results. Putting content online is not enough; it
needs to be engaging and measurable and promoted. This course will teach you
how to define a content strategy and content governance that's right for your
business; and choose the proper content formats and types, platforms and tools.

12. Content Marketing
Workshop
Audience:
§ Digital Marketers requiring a specialized course in content marketing.
§ Marketing Managers/Directors/CMOs
§ Marketing Coordinators/Specialists
§ Content/Copy writers
§ Website content managers.
§ Social Media managers and coordinators.
§ Communications and PR Managers/Specialists.
§ Business Analysts and IT personnel working with or interested in expanding their role into
the business area.
Objectives:
§ Grasp exactly what content marketing is and how to incorporate it into your business.
§ Develop a content marketing strategy and content governance.
§ Create Audience Personas.
§ Understand digital-media formats and content types: photos, infographics, video,
podcasts, webinars, and articles among others.
§ Learn which channels work and why to publish your content.
§ Establish and manage a company blog.
§ Use Email marketing to support your content strategy.
§ Learn how social media and content marketing work together.
§ Explain how content marketing supports your digital strategy.

13. Content Marketing
Workshop
Topics: fully customizable to meet your team profile
Day 1:
§ Lesson 1: Introduction to Content Marketing
§ Lesson 2: Components of a Content Strategy
§ Lunch
§ Lesson 3: Content Governance
§ Lesson 4: Content Formats and Types
§ Lesson 5: Case Studies
Day 2:
§ Lesson 6: Blogging for Business
§ Lunch
§ Lesson 7: Email Marketing
§ Lesson 8: Content Marketing and Digital Strategy

14. Rob Pellettier
Chief Programmatic Officer and Founder
Rob is a programmatic specialist and media management
professional. He is an industry leader in the programmatic
advertising field since its infancy. He has 25 years experience in
media management on the agency and client side of the business.
A multiple industry award winner, with several Media Innovation
Awards, a Myers Media Innovation and Creativity Award, and has
been an AdClub People’s Choice Award nominee.
Michelle Corsano Pellettier
Managing Director and Founder
Michelle is a digital marketing strategist and professional. She’s
been directing go-to-market strategies that enhance online customer
journeys for 20+ years. A domain expert in digital marketing and
B2B marketing, she helps clients build awareness, engage with
customers and optimize online conversions. She is a recognized
speaker and teaches digital marketing management strategy at
The University of Toronto, School of Continuing Studies.
Who We Are

15. Michelle Corsano Pellettier
michelle.corsano@protableau.com
416-278-9131
Visit us at www.protableau.com
©2018
Programmatic Advertising | Display | Mobile | Video | Social | Search | +