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Standing out in today’s crowded digital landscape is harder than ever, and the brands who are winning have one thing in common – they’re creating great content. But what does ‘great’ even mean? This course will show you how to find what that is for you and your audience, create a robust strategy around it and produce that content consistently and effectively to meet your business goals.

Who should attend?

This course is for marketers and creatives (B2C and B2B) who have done some content marketing and want to build on the basics to take it further. This highly interactive workshop-style course will challenge you to strategize and ideate on the day, whilst breaking you out of your content rut with new tools and tactics essential for success is 2023.

Learning outcomes

  • Content marketing: why it’s important for both B2C and B2B 
  • How to identify your content gaps 
  • Building a content marketing strategy 
    • Setting objectives and KPIs that drive business goals 
    • Creating audience personas based on research insights 
    • Selecting the right channels for your content 
    • Content planning and defining your pillars 
    • How to reliably produce good content ideas 
    • Content measurement and reporting 
    • Using analytics to optimise your written, video and social content 
  • Content creation
    • Writing for the web 
    • Creating images and video for social media 
    • How to leverage TikTok and YouTube effectively 
    • Video planning and production 
    • Video editing and publishing best practice 
    • Podcasting for business – overview 
    • Podcast production and promotion  
  • Content distribution 
    • How SEO for written (Google) and video content (YouTube/TikTok) works 
    • Keyword research to drive ideation 
    • How social media and video platform algorithms work 
    • The importance of content repurposing and best practice


“Really impressed with Will, the Course Director. He was engaging and passionate and made the day really easy to digest. Would 100% recommend to others.”

Maria Parker Account Manager Zed Creative

“Really great - valuable for both work and personal life too which I wasn't expecting.”

Molly Whetstone Digital Team A Charity

Course Dates

Start Date Duration Location
21 Mar 2024 1d Virtual
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10 Apr 2024 1d Virtual
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08 May 2024 1d Virtual
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12 Jun 2024 1d Virtual
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Course Director

Will Francis

Will runs and creates digital marketing training programs for many of the leading institutions. His marketing expertise draws on nearly two decades spent working with the world’s most loved brands - through a social network (MySpace), a global ad agency (Adam&Eve DDB) and the digital agency he founded (Harkable). He is a published author, with a new title published by Penguin Random House due out in 2023. Will is a regular contributing expert in the media as well as at industry conferences and events, sharing his expertise and opinion on the digital matters of the day.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

Do you have a question?

If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.


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