ICA Content Marketing Production Course


In this course, students will be introduced to a relatively new channel in the marketing mix; Content Marketing. It’s an ever-evolving channel and therefore, students will first learn and understand the nuances of Content Marketing, then deep-dive into its unique production challenges. Students will gain experience and information about every facet of the production process from a seasoned professional, as well as industry experts who will present their particular areas of expertise.



  • Clarify production steps and stakeholder roles in content production, in particular, the producer role.
  • Understand how Content Marketing is playing a larger role in channel planning, specifically touching on Paid, Owned, and Earned media.
  • Explore the unique characteristics that make managing content production different than other production processes, including quick-turnaround schedules, tighter budgets, multiple formats, and analytics.
  • Dissect how and when content is deployed, response time to make changes, and how content is evaluated through analytics, both iteratively and post-deployment.
  • Note: This course provides a comprehensive level of basic content marketing production skill development. It is not intended to provide deep technical development perspective or more advanced project management training.
  • Evaluation Approach: In-class assignments.



Production managers, project managers, account, studio and junior production specialists. The course is open to both agency and in-house personnel, whether they currently operate in a client facing or a production facing capacity.



Steve Miller, SVP/Creative Director, OneMethod
Since 2005, Steve has led the creative and strategic thinking for OneMethod. In the process, he has helped the agency win close to 200 international awards across digital, design, and advertising. Over the past 18+ years, Steve has worked with some of North America’s most influential brands, including Nestlé, Pepsi, Frito-Lay, McDonald’s, FedEx, Daimler-Chrysler, Nokia, Johnson & Johnson, and Kijiji, to name a few. Steve's experience has earned him a seat as 'judge' at the Marketing Awards, DAOY, PROMO! Awards, Webby’s, and New York Festivals. When Steve isn't creating award-winning work, you can find him sketching, playing music, or writing bios.



  • Wednesday, May 9, 2018 - 6:30 p.m. to 9:00 p.m.
  • Wednesday, May 16, 2018 - 6:30 p.m. to 9:00 p.m.
  • Wednesday, May 23, 2018 - 6:30 p.m. to 9:00 p.m.
  • Wednesday, May 30, 2018 - 6:30 p.m. to 9:00 p.m.



Institute of Communication Agencies
2300 Yonge Street, Suite 3002
Toronto, Ontario M4P 1E4





For more information, contact:
ICA Talent Development Office
By email.