Course content:
Over the course of the day, we’ll cover the following topics
Understanding your content marketing journey:
- What do we mean by ‘content marketing’?
- Are you creating awareness, promoting thought leadership, telling brand stories, or something else?
Planning and measurement tools and approaches:
- How you can manage, measure, test and analyse your content marketing success (with tools that can help)
- How to use what you learn to improve your results
- How to measure your return on investment (ROI)
Content marketing strategy—Insights:
- What do you know about your audience? What makes them tick?
- How can you use this to improve your content marketing
Content marketing strategy—Awareness:
- How can you use search marketing and social media to distribute your content and reach new audiences
- Practical ways to measure and track your content awareness strategy
Content marketing strategy—Engagement:
- The science and art of engagement, and how you can measure it
Writing for the Web
- We’ll be looking at how to match content against target audiences’ decision journeys, and enabling your voice to match theirs.
- We’ll look at writing for the web and social media for the best engagement and potential SEO benefit.
Storytelling:
- Engaging your audience with people-led, emotive content.
What you'll gain from the course
Understand and clarify your brand purpose, how to tailor content that resonates with your audience, that helps you achieve your business objectives and how to measure that impact (and pivot, where required...)
This is for marketers looking to redefine their existing content strategy, or starting one from scratch. It's also great for people starting out their career in content and digital/social media marketing.