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    Overview

    As content marketing budgets continue to increase, customer journeys become more fragmented, and the complexity and number of channels require perpetual skill and knowledge updates, it is vital that organisations take a strategic approach to this area. This course provides delegates with a framework to build a content strategy for their business which is focused on delivering to the core business goals, maximises impact and engagement, and prioritise effort and budget according to returns.

    The programme takes a practical approach to considering how the latest content marketing trends could affect your business, demonstrates how to use fundamental strategy tools to build an effective content calendar, maximise the benefits of search across social media video and SEO, utilise influencers and creators, and structure your teams to deliver throughout the customer journey.

    You’ll leave with a 9-step content strategy framework and template, plus a range of content planning tools ready to apply to your business

    Who should attend?

    Marketers who want to build a measurable and effective content marketing strategy. The content strategy framework outlined in this two-day course can be used by B2B and B2C businesses, start-up companies or established brands.

    Learning outcomes

    • Develop a content strategy that aligns with your organisational objectives using the CIM content strategy framework and template
    • Understand and implement best practice methodologies for content strategy development to create value at every stage of the customer journey
    • Stay ahead of your competitors with the latest content marketing trends
    • Utilise empathy mapping, segmentation and persona development to understand customer needs and maximise the impact of SEO and social media
    • Work with creators and influencers to develop compelling content that consistently differentiates your business
    • Create your brand’s editorial calendar and increase engagement and visibility with content pillars, the HHH model and effective project management
    • Test and measure for ongoing improvements and budget optimisation

    Testimonials

    “Excellent delivery! Very organised, lots of info and tools provided, will definitely recommend it. Many thanks to Jule, she was brilliant."

    Maria Koutra Corporate Brand Management HELLENiQ ENERGY

    “I thoroughly enjoyed the course, I think partly because this was actually very timely for me as we are about to be working on a communication plan for the next 12 months, and having the principles of content strategy laid out and explained at this moment in time was super useful, and I know we'll be using a lot of the ideas and templates in our planning.”

    Emma-Louise Harvey Digital, Communications and Marketing Manager wenta

    “I really enjoyed the course and found it very useful. It covers A LOT of material, so I feel I definitely need to go away and take time to revisit and digest it all properly, but the exercises really helped me to see how all of the processes and frameworks could be applied in my business.”

    Clare Kirkham Content Manager CAVU

    “The course was really useful! I've learnt a lot - attending this course will definitely help shape and improve the next content strategy I work on.”

    Imogen McPhillips Content Manager Contino

    “I’ve enjoyed the course and feel I have taken a lot from it that will help me to improve my own position and the content our team produces. Julie has been very supportive and knowledgeable about every aspect of the course.”

    Sam Houlton Marketing and Communications Coordinator – Content Lead Alfred H Knight

    Course Dates

    Start Date Duration Location
    07 Oct 2025 2d Virtual
     
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    02 Dec 2025 2d Virtual
     
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    For help choosing the right course, call our expert team
    +44(0)1628 427360​

    Course Director

    Julie Atherton

    Julie is a Course Director for the CIM, an author, guest lecturer at University of Bath School of Management and Founder of the marketing consultancy Small Wonder. A business leader, consultant and strategist, Julie has 30 years experience working with a wide range of organisations from global brands to SMEs, and in B2C, B2C and the third sector. She helps businesses shape their strategy and build highly trained and effective teams in strategic planning, digital marketing and brand management. Her experience includes both client and agency including work with Asos, Axa Group, St John Ambulance, Mott Macdonald, Nissan and Glenmorangie. Julie has a particular expertise in social media and content marketing. Her book "Social Media Strategy: A practical guide to social media marketing and customer engagement" is a core university text and is widely read by marketing, sales and PR professionals. Julie’s latest book, "B2B Social Selling Strategy: Connect with Customers, Build Relationships and Drive Sales" was published Nov 22.

    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.

    Speak to a Learning Advisor

    If you have a question about our courses or want to take advantage of our training offers, complete the form below, or call 01628 427360.

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