Marketing With Media

Spend less time, get more results | taught by Mary Charleson, MBA, CSP

Course description

This course helps entrepreneurs and small business owners get clear on their offering and target audience, while creating a home base (owned media) from which to leverage your message. You'll learn to create a system for managing social media (rented media), gaining publicity (earned media), leverage established channel reach (embedded media) and use a limited marketing budget (paid media) strategically, so you can spend less time marketing while driving sales.

If you suspect you should be using your website better, perhaps blogging, capturing customer information, or publishing an e-newsletter, but you're not sure where to start - this course will help.

If you struggle with the time you spend on social media, aren't sure what platforms to be on, or wonder how to use it well to drive traffic and sales - this course will help.

If you would love to have an article written about your business, or to be featured on a TV or radio show because you know publicity fuels word of mouth, but you don't know how to get it - this course will help.

If you have always wanted to write for a publication, or to be featured as a reporter within your industry, but you're not sure where to start - this course will help.

If you know you need to spend some money on marketing, but you'd really rather spend what little you can afford in a smart and strategic way, and in addition to learning about traditional media you'd like to know how to buy social media reach better - this course will help.

And if you just want the steps, processes and systems to make all this stuff work well together so you can spend less time at it and get back to working on your business - this is the course for you!

Get crystal clear on what you are selling, who should be buying and why
Even if you've been in business for awhile, this step by step process will provide you clarity and where to put your marketing and media efforts as well as benefits oriented messaging.

Build your brand online for SEO and maximize your audience
The 5-pillar media strategy (owned, rented, earned, embedded and paid media) taught in this course will provide the framework to ensure all efforts feed search results, audience growth, and the opportunity to sell directly to your ideal customer.

Manage your social media effectively

This course takes a very pragmatic approach to social media, helping you use it as a tool to broadcast and engage, but giving you the systems to keep efforts hyper focused on building audience and being time efficient

Grow your influence through earned publicity and as a media contributor  

You’ll get the media pitch templates, ideas and approaches to earn publicity on TV, radio, print and online. And if you or a member of your staff love to write, the strategies to become a contributor or columnist to a publication read by your ideal audience will fuel audience and SEO growth even further!

Stretch your limited paid marketing budget effectively

Learn when and how to spend money wisely to leverage your free marketing efforts even further

Develop the steps, processes and systems to make all your marketing work together seamlessly

The Marketing with media 5-pillar approach is a proven system that helps all your media efforts work together. It provides the “why” behind media choices and the “how” behind leveraging them in building a powerful brand and large audience online.

Why is having a strategy for marketing with media so important?

In January 2018 Facebook announced major changes to their algorithm which will effect business Pages and content produced and shared through the platform. While changes to social media platforms will be forever ongoing as they tweak the balance of shared content, engagement and advertising revenue, there are steps you can take to build your own media empire to ensure you are not subject to the whims of changed rules now and in the future. That's what the 5-pillar approach is all about. It's helping you build out your platforms and the strategy behind it to protect your ability to market and connect with your tribe.

Beyond that, you can look forward to these concrete benefits and outcomes:

  • Increase your SEO (search engine optimization) on Google with content production.
  • Target efforts on social media where it counts, and save time by NOT doing the stuff you don't need to do!
  • Increase engagement on social media (which will become even more important as platforms like Facebook begin to rank Pages as content producers that audiences want to hear from)
  • Get known as an expert in your niche, plus build an audience that you own!
  • Get media coverage and know what to do with it to increase SEO and reach.
  • Get published in areas where your target market will see you, helping you become better known as an expert.
  • Use limited funds wisely if paying for social media ads and SEO.
  • Build a system to be efficient with your time marketing with media, and get better results.

Marketing with Media course is taught in 6 modules. Each module includes:

  • Video and slide deck recording
  • Slide deck PDF and notes
  • Audio recording
  • Module transcript
  • Worksheet exercises and notes
  • Cheat Sheets
  • Checklists

The course also includes a private member only Facebook group where participants can learn and share together, post questions and receive feedback in a moderated area. Live video Q&A's will also be available as scheduled and announced in the the group.

Check out the course module content at the bottom of this landing page, or watch this overview video.

“I got HUGE value from Mary's course. Significant for me was pinpointing the direction for my business and how best to build it. Knowing where to put effort and acknowledging what was not for me was a major insight." - Pat Lalonde, Family Mediator & Financial Neutral

“I cannot tell you how great it is to be hanging out with you online. I absolutely love your teaching style. Everything is organized perfectly. I feel like I'm sitting at a table with you receiving private coaching. This course has been essential to me." - Julie Tessema, Founder, TEFF Energy Bars

"I met Mary through the Small Business BC Marketing seminar. Like many entrepreneurs I looked to clarify my service offering and get direction on lead generation. The seminar was helpful but I needed more advice specific to my situation. Mary offered help and found space in her busy schedule. I started implementing the strategies she gave me the same day and the results have already showed. In my opinion any entrepreneur interested in learning more about marketing and media would benefit greatly from her combination of knowledge and empathy - which is exactly what you will find in this course. – Oleg Miroshensky, Learning Solutions Consultant

“Mary has great knowledge of marketing and media that she shares in a compelling way with business audiences. Her message resonates particularly well with entrepreneurs who are looking to leverage their efforts for maximum impact with minimum expenditures.” – Cathy Kuzel, Chair, The Connected Woman

"As a Fashion Marketing Instructor at local Vancouver Colleges (Art Institute, Langara, Visual College of Art and Design (VCAD), and LaSalle College International), I use Mary's Five Minute Marketing Tips as excellent examples of WHAT to do in marketing.  It sometimes seems difficult to dissect "marketing" into simple terms, but Mary has the gift of delivering exceptional and effective marketing tips that get results.  I highly recommend her Sunday morning 5-minute emails.  They are amazing and insightful, and confirm to me I am on the right track....and this helps me get my students pumped. This course is a deep dive into what she has to offer. Kudos to you, Mary Charleson!" -  Julie Berg, College Instructor, Fashion Design & Fashion Marketing

“Mary is an engaging and dynamic speaker whose presentations on marketing and sales are entertaining and content-rich. She has a solid grasp of how marketing works, and she is particularly adept at communicating in a clear, simple and convincing way. Her passion for her industry shines through. We were impressed with her authentic, personable approach and her broad expertise and examples across the marketing landscape.” – Gail Tibo, Peter Legge International Institute of Sales Excellence Presentation Series Chair, Principal at Incisive Marketing

“Our team took some great ideas away and we’re already using them for our trade show next week and an event at the end of the month.” – Michael Drake, Director of Sales, Tourism Vancouver Meetings & Conventions, International/Canada

“Mary offers great down-to-earth tips. When it comes to a blog and course content which offers value, she is simply the best" – Kathy Lynn, President,

“Many thanks for the excellent presentation on how to leverage our media for marketing." – Henry Walthert, Executive Director, Wood Preservation Canada

“Consistent, timely and pertinent information with great marketable ideas." – Jay Daley, CFP, Raymond James

“I can’t thank Mary Charleson enough for her work with WPN Bellingham. We’ve already had requests to have her back.” – Jessica Renner, Speaker Chair, Womens Professional Network Bellingham

This course is for you if:

  • You have a concrete business idea and have committed to launching it within the next 2-3 months
  • You already have a business, but you lack clarity in how to market your offering and grow sales
  • You know some of the basics about websites, social media, but want to go from good to GREAT.
  • You're frustrated with the time required to manage social media.
  •  You work in a small DIY marketing department for a business or association
  • You know you should be more strategic with social media, but you don't have the time to figure it out yourself
  • You know you have a great story that the media would love to hear, but you have no idea how to approach them
  • You feel overwhelmed by all the different marketing strategies and want to learn a simple way to use them together that actually works
  • You are interested in learning how to build an audience for your brand online and you want to learn from someone with real life experience to show you the way
  • You or one of your staff members love to write and there is a wealth of knowledge that could be shared with your industry if you could just figure out how to do that
  • You know that steps, processes and systems will make your marketing easier
  • You're a little thrifty and willing to put in personal effort to save money if someone will show you what to do

Not ALL of these points have to speak to you, but if you found SOME of them resonating, you have also found your course!

This training is NOT for you if:
  • You do not have a business yet
  • You can't afford to spend any money on growing your business and you only want free strategies
  • You're not willing to commit to making changes to your current marketing plan
  • You are lacking self-motivation, or are uncomfortable with some self directed learning.

Is there really anything inside this course that I don't already know, or that I couldn't find online for free?

Let's face it, you can Google just about anything these days. You can learn a ton watching Youtube videos. And some of the stuff that is in this course has appeared on my blog over the years. But if you want to put it all together, in a step by step strategy to make your marketing and media work cost and time efficiently, and to get that system working for you ASAP, this course is a great investment. Plus I've poured over 20 years of consulting knowledge into this course - knowledge that typically clients pay a whole lot more then $349 to receive when delivered one on one.

Is this worth the money?

Frankly, priced at $349 it's a steal. That's a fraction of what it would cost to promote your business online in a one shot effort, or to hire someone to help with your marketing. The course knowledge and systems you will put in place will be yours forever. That's priceless. The marketing with media 5-pillar approach works. 

Do I have to be tech savvy to do this?

No. If you can press "play" on the videos and audio, and read through the content posted in each module, you should be good to go. Content set for downloading is easily accessible, and the learning platform used works well used on a laptop, tablet or mobile device. But if you have any issues, help is just an email away.

How long will this take?

The course is delivered in 6 modules. If you're moderately busy and pace yourself at a module a week, that would be a reasonable expectation of also completing the work suggested in each module. While different people will come into the course at various stages of completing some of these elements, it would be logical to allow yourself 4-6 weeks if you're doing it slowly while working away at other elements of your business. On the other hand if you want to immerse yourself totally, and binge out like Netflix on a rainy day, you could get through the content in 5-6 hours and devote the next week putting all the pieces in place. Bottom line? Take the material at your own pace. 

Does this work if I sell a service?

Of course! Marketing is marketing. Course content addresses different client situations, from selling products or services, to selling in a B2C (business to consumer) or B2B (business to business) capacity.

What makes you better to teach this then others?

I'm not going to boast up a bio here. You can read it for yourself. I can assure you I've been blogging since 2008, have a loyal and growing enewsletter audience, have contributed to many publications, have been been quoted in the media a lot, have written a couple books, taught at several universities - heck what else would my Mom brag about if asked? Honestly, I've been at this a while, and I've been helping clients do this stuff through one on one consulting, and now I want to provide a way for those comfortable with the DIY model to learn through a course.

Beyond that I consider myself a "maximizer" of sorts - I focus on strengths to stimulate personal excellence. I love to help others get excited about their potential, and I pride myself on having the capacity to see what people do best. I also bring creativity to the equation. Just ask anyone who has ever worked with me. I'm fascinated by ideas, able to find connections between seemingly disparate phenomena. Free-thinking, brainstorming, considering issues from multiple perspectives, it all makes me tick. Some would call it thinking outside the box, I just see it as being fascinated by new ideas and concepts which come easily. Strategic thinking, sorting through the clutter to pick the best route, has always allowed me to see patterns where others simply see complexity, to envision alternative scenerios, see plan and prepare for the future. And my husband just thought I was good at sorting out teenagers!

How does all this help you? I bring that strategic thinking, creativity and maximizer attributes into the Facebook group, as well as email interactions. When I offer up Facebook live video you can look forward to getting creativity, insight and direction, in the moment - in addition to all the great content included in the course!

Still have a question you need a response to before you register?

Get in touch! We want you to be 100% confident that this course is for you. Email me at

Mary Charleson, MBA, CSP
Mary Charleson, MBA, CSP
President, Charleson Communications. CEO & Founder,

Mary Charleson, is a marketing speaker, educator and strategist. She is the author of two books, Word of Mouth Mouse & Mobile, and Five-Minute Marketing, each featuring tips for the time-starved business leader. Mary is a member of the Canadian Association of Professional Speakers and the Global Speakers Federation. She is one of fewer then 12% of speakers globally who hold the designation of CSP (Certified Speaking Professional), the international measure of excellence for professional competence and proven experience. Mary's career spans over 20 years in media, advertising and education. She has been a popular marketing instructor at City University of Seattle, NYIT (New York Institute to Technology), Capilano University, and guest lecturer at UBC Sauder School of Business.

Mary has worked with hundreds of businesses and organizations to improve their marketing efforts through consulting and speaking. A contributor to Business in Vancouver since 2002 and a monthly marketing columnist for the Huffington Post, her work has also been published in the Globe & Mail, the Toronto Star, the Vancouver Sun, Marketing Magazine, Strategy, Zoomer, Cottage and Outside magazine. Mary is a frequent guest on CBC TV and CBC Radio One offering her opinion on marketing and business trends.

Course Curriculum

Module 1: Getting clear on your offering, target market, and an introduction to the five pillar media approach
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Module 3: Your rented media - using social media to engage and broadcast
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Module 4: Your earned media - leveraging publicity and public relations
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Module 5: Your embedded media - becoming a writer or broadcaster on a channel with reach
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Module 6: Paid media - strategically leveraging a minimal budget with paid traditional and digital media + extra tips to organize and manage your 5 pillar media approach easily and quickly
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Reviews (2)

Thanks for outstanding way of teaching.

by Mehrak Niroumand
It was one of the best courses I have taken so far. I have learnt a lot during these days about social media and marketing. Thanks a lot .

Great course, five stars

by Graeme McCallum
I really liked the way social media is taught in this course. It offers you context. I had never heard of classifying media as owned / rented / earned/ embedded and paid until this course, but it made a lot of sense to me.

Thanks for outstanding way of teaching.

by Mehrak Niroumand
It was one of the best courses I have taken so far. I have learnt a lot during these days about social media and marketing. Thanks a lot .

Great course, five stars

by Graeme McCallum
I really liked the way social media is taught in this course. It offers you context. I had never heard of classifying media as owned / rented / earned/ embedded and paid until this course, but it made a lot of sense to me.