Content Marketing

Overview

Designed for marketers who are ready to take their content marketing to the next level. The course will arm delegates with the strategic vision, practical skills and confidence to create solid content-led programmes designed to drive traffic from media sites, social media and search engines, and ultimately to increase conversions.

Who should attend?

This course is for marketers and creatives (B2C and B2B) who have experimented in content marketing or are looking to explore new areas. Any marketing professional whose remit is to tell stories effectively, engage with audiences, and measure the success of that activity will benefit from this interactive course.

Learning outcomes

• Content marketing: B2B and B2C overview and examples 
• Defining the business objectives of content marketing
• Researching and planning content marketing
• Content creation:
  • Writing for the web and social media
  • Identifying the right format
  • Focussing on audiences and personas
  • Defining tone of voice
  • Keyword research
  • Writing persuasive and engaging articles and blog posts
  • Writing for social media (Twitter, LinkedIn, Facebook)
  • Writing case studies
  • Rich content: video, infographics, podcasts
• Content distribution
• Link building with content
• Measurement:
  • What does success look like?
  • Measuring what matters
  • Google Analytics fundamentals