Content Marketing
Interested in learning how to produce high-quality content that successfully attracts and retains customers? Master all the skills you need to do this on our one-day Content Marketing course.
Book this courseCOURSE OVERVIEW
1 day course
Certificate of Attendance
In-person, Live Online, Private
Looking to create thumb-stopping content across your media channels and learn tactics to generate engagement? This course will give you the confidence to build a robust content strategy to meet your business goals.
Led by one of our experienced content strategists, the session will help you understand how to gather data and insight to inform your content marketing plan and teach you how to build customer profiles.
You’ll also learn how to use tools to identify relevant content themes, determine the best way to distribute content and how to measure the success of your activity.
Our Content Marketing course is available at our training centre in The Shard, London or via virtual classroom. We also offer private training at a location of your choice across the UK, globally or online.
What you’ll learn
By the end of this course, you will be able to:
Demonstrate the principles of content marketing
Explain how to build audience personas
Formulate a measurement plan to assess your content marketing efforts
Develop an insight-driven content marketing plan
Describe how to create thumb-stopping content
Course agenda
Introduction to Content Marketing
- What is content marketing?
- The changing landscape
- Current trends - what to watch out for
- Content strategy framework
Content Planning
- Gathering historic data and insight to inform your plan
- Tools for gathering historic brand data
- Tools for determining interesting content topic themes
Audience: Building your Customer Profiles
- Where to gather audience data and how to use it
- Building customer segments
Setting SMART Objectives
- Identifying your content marketing objectives
- Aligning business goals with content marketing activity
Develop your Strategy
- The marketing funnel and how it’s evolving
- Brand content vs. advertising content experiences
Content Formats
- Content marketing and its multiple types, including creator and KOL marketing
- The recommended approach to building content for different digital channels
- Building content pillars to organize your activity
- Content format development
- Case studies and success stories
Distribution
- The difference between paid, owned and earned media
- How content is optimized for different channels
- Tools for content planning and distribution
Evaluation
- Understanding the return from content marketing investment on business performance / KPIs
- Metrics that matter
- Tools to help with measuring success
Who it’s for
This course is designed for people working in businesses or for an agency, and who are responsible for comms in either organic and paid social, digital PR, email or SEO. Whether you’re looking to drive engagement, boost your search performance or increase brand awareness, this course will make you rethink everything you thought you knew about content marketing. You’ll come out of the session with content strategies and ideas tailored to your business needs, which you'll be able to start implementing the very next day.
BOOK THIS COURSE
Enquire for a team or large group
For private sessions call our sales team