Content Strategy

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