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You will learn to:

  • Understand the principles behind content marketing
  • Understand the elements of a successful content marketing strategy
  • Learn about creating personas for content marketing
  • Assess what valuable content is and how you can create it
  • Identify how to measure the success of your content marketing activities

Course availability 

start location member non-member places left
Central London (W1W 8SS) £955.00 £1125.00 10+
Central London (W1W 8SS) £955.00 £1125.00 10+
Central London (W1W 8SS) £955.00 £1125.00 10+

NB: Prices above subject to VAT.

Course information

programme

Module 1: An introduction to content marketing

  • Understand what content marketing is.
  • Learn about the consumer challenge for content marketers.
  • Learn about the content creation challenge for content marketers.

Module 2: Developing a content strategy

  • Understand why you need a content marketing strategy.
  • Identify what your content marketing strategy should deliver.
  • Understand how to develop a content marketing strategy.

Module 3: Setting objectives and KPIs

  • Assess how to set SMART objectives and KPIs.
  • Understand how to use SMART objectives in content marketing.

Module 4: Insight – listen, identify, and understand your audience

  • Understand the meaning of 'audience’ in relation to content marketing.
  • Assess the role of personas in content marketing.
  • Learn how to create personas.
  • Learn about content and the customer journey.

Module 5: Storytelling – tell a consistent, emotive and compelling brand story

  • Understand how brands create great stories.
  • Learn about the content ‘sweet spot’.
  • Learn about the hero, hub, and hygiene model for the purposes of content creation.
  • Assess what is meant by content value exchange.

Module 6: Channels – identify the touchpoints most suited to your audience

  • Assess the importance of context in channel planning.
  • Learn about using the converged media model in channel planning.
  • Identify which questions to ask when channel planning.
  • Understand how to choose the most effective channels for B2B and B2C content marketing.
  • Appreciate the importance of developing and managing a content calendar.

Module 7: Management – manage the process with clear responsibilities and tools

  • Understand how to manage the delivery of your content marketing strategy.
  • Understand what the content lifecycle is.
  • Appreciate the role of the Content Management System (CMS).

Module 8: Curation and Optimisation – listen, converse, and amplify, optimise and measure the impact of your content

  • Understand what content curation is.
  • Learn about amplification of content.
  • Assess how to measure the success of your content marketing activities.
  • Understand the role of testing in content marketing.

Module 9: Revision

  • Summary of key learning objectives.
  • Review of the examination process (overview of Paper 1 and 2).
who should attend?

This course is designed for marketers from junior executives to business leaders. The principles of valuable content marketing have resonance and application at all levels, in all industries.

If you want to learn how to harness the opportunities that content marketing offers, then this course is for you.

Once you enrol onto ‘Content Marketing’ course you will receive the ‘DMA Copywriting Guide’.
The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

 

tutors

Julie Atherton, Managing Director, Small Wonder

A business and marketing consultant with significant experience in B2B, B2C, commercial and not-for-profit organisations, and a particular specialism in the education sector. A strategist and trainer delivering leadership, business transformation, integrated marketing, and brand development projects, Julie’s expertise includes content marketing, brand engagement, recruitment, fundraising, CRM, digital and data, and social media.
venue

DMA

testimonials
The course gave real practical examples that showed what we could practically do.

Louise Haythornwaite,
Kingston College

Very useful, I learnt loads in just one day!

Joe Phillip,
Space Promotions

It's great to come to a course and get more than expected

Claire Hope,
Marketing Manager, Symantec

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