LIVE, TRAINER-LED CLASS
Content plays a vital role in any marketer’s strategy, so gain expert insight from the frontline with this focused live, trainer-led & online content marketing class. Book now to receive cutting-edge advice into strategy, copy creation, distribution, promotion, and measurement.
Key learning benefits
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Exploit proven strategic frameworksDevelop a content strategy to identify goals and deliver success
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Proven distribution and promotion tacticsIncrease lead generation and traffic to your website from a variety of different channels
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Prove your content’s workingFull rundown of available measurement tools and tactics to chart your success
COURSE INFO
WHAT MAKES OUR COURSE UNIQUE?
The one thing that connects everything in your digital marketing campaigns together is content. Without it you can forget about raising the profile of your brand, generating new leads or boosting your bottom line.
This online course opens with a detailed examination of content marketing strategy. Start with a look at the current state of the content marketing landscape, recap which content types are available to you and weave it into an effective production plan, tailored to specific audiences and platforms. Refine your company blog with a guide to long-form content, plus learn how to incorporate video and exploit AI.
WHAT TO EXPECT
The course includes an exhaustive guide to distributing content, from audience segmentation to platform-by-platform advice. Incorporate influencers and paid-for channels into your promotion strategy. Also receive guidance on building and managing communities, including help on dealing with potential crises. The packed course finishes with a comprehensive guide to measuring the success of your content-driven campaigns as well as an exhaustive list of content management tools spanning all aspects of your content marketing.
Book now to polish your content strategy and ensure it stands out from the crowd.
CLASS 1: Content Planning
CONTENT MARKETING LANDSCAPE
- Content consumption: Trends and statistics depicting online behavior today
- Content marketing: Trends and statistics outlining corporate content marketing activity
- What makes content successful?: Characteristics of successful content
- Web analytics revolution: Technical developments that make content marketing highly measurable
CONTENT TYPES
- Written word: FAQs, glossaries, reports, whitepapers, newsletters, microsites and more
- Visual & spoken word: Full overview of audio, video and infographic opportunities
- Interactive content: Apps, games, competitions and webinars
- PR-led content: Best practice guidance on how to ‘newsjack’ major developments
- Internal content: Leveraging intranets to publicize content internally
- Customer & user-generated: Expert advice on stimulating user-generated content
- Events-related content: Full outline of content opportunities tied to events
- Third parties: How to integrate third party content into your plans
CLASS 2: Content Production & Publishing
CONTENT PRODUCTION
- Production guidelines: How to develop a policy to ensure consistent quality and brand positioning
- Copywriting: Tried-and-tested techniques for drafting effective social copy
- Photography: Directions on creating successful photographic content for social
- Video production: Guidelines on creating online video that drives results
- Microsites & Apps: Third party outsourcing guidelines and supplier recommendations
CONTENT PUBLISHING
- Domain choice: Main, sub-domain, separate domain and external hosted solution benefits
- Content Management Systems: Best practice set-up and use
- Digital Asset Management Systems: Best practice set-up and use
- Publishing on 3rd party sites: Site selection criteria and best practice checklist
- Approval process: Establishing an approval and sign-off process prior to publishing
- Staff advocacy: How to encourage advocacy from staff and contributors
- Landing page optimization: A/B testing and conversion rate optimization
CLASS 3: Content Promotion & Community Management
CONTENT DISTRIBUTION & PROMOTION
- Audience content segmentation: Delivering different content to different audience segments
- Social media planning: Full overview of the vital role social plays in content distribution
- Content syndication: Best practice use of RSS and video syndication services
- Online influencers: How to work with influencers to widen reach
- Email marketing: The important role of email newsletters and targeted campaigns
- Display advertising: Traffic generation via display ads and retargeting
- Programmatic advertising: Understanding the role marketing automation can play
- Affiliate marketing: Partnering with affiliate sites to widen your distribution channels
- Mobile marketing: Mobile apps, QR codes, NFC beacons and SMS alerts to drive views
- Offline marketing: How to extend your distribution efforts offline
COMMUNITY & REPUTATION MANAGEMENT
- Comments management: Best practice timely response and dealing with negative comments
- Engagement rate: Checklist to improve positive engagement levels
- Crisis management: How to use content marketing for effective reputation management
CLASS 4: Content Marketing Tools & Analytics
CONTENT MARKETING MANAGEMENT
- Tools: Full overview of recommended content marketing tools
ANALYTICS
- What does success look like?: How to tie back your analytics to your overarching content goals
- Content analytics framework: Tried-and-tested metrics for measuring performance
- Google Analytics: Advanced techniques to track web traffic and page views
- Search performance: How to measure impact in search engines
- Platform specific: Full overview of free proprietary analytics tools available on all social platforms
- Measurement tools: Advice on the free tools available online for tracking content results
- Competitor benchmarking: How to gauge your performance with key competitors and wider industry
Interactive group exercises
Every class includes live Q&As and group exercises with fellow course participants
One-to-one mentorship
Ask questions as they pop up and benefit from one-to-one time with the expert course trainer. You can also take advantage of post-course support from our training faculty.