• You will learn to
  • Details
  • Course availability

You will learn to:

  • Create your content strategy
  • Understand how to create content goals
  • Understand the metrics specifically correlated to the content funnel
  • Put together a content audit
  • Develop a content strategy process for the company

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Our offices are now temporarily closed, but we've expanded our e-learning and virtual classroom offerings. To hear more about these options, please email ask@theidm.com and we'll be happy to help.


Course Categories: Content Marketing, Planning & Strategy

Details

Duration
1 day (7 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
18/11/20 Virtual classroom £400.00 £450.00 15 More info
Book Until
17 Nov 20

NB: Prices above subject to VAT

Course Information

Creating a content marketing strategy

  • What is a content strategy and why is it important
  • How content strategy and content marketing are separate but connected
  • The fundamentals to delivering a successful documented content marketing strategy
  • What are the common mistakes businesses make when creating a content strategy
  • A introduction into the Hero, Hub and Hygiene

What should a content marketing strategy include?

  • Business case for innovating with content marketing, justification, risks and vision
  • Planning content marketing, goals and the unique value proposition delivered through content
  • Personas and content maps, audience needs and content engagement cycle
  • Brand story, characterise content marketing, messaging and audience impact
  • Channel plan: platforms, processes, and objectives for each channel

How does a content strategy impact other teams/departments in an organisation?

  • Who are the key internal stakeholders and their roles and responsibilities
  • What is the role of the agency in the content framework
  • How to influence teams / departments new to content strategy
  • How to set up a business / department to deliver a successful content strategic framework
  • What content metrics really matter to a business

Strategic content strategy in action

  • Which organisations are benefiting from a strategic content approach
  • How the content strategy supports the overarching marketing strategy
  • Key learnings that can be applied to the delegate’s organisation

The future of content strategy

  • Responsive marketing and the in-house newsdesk
  • Emerging content trends that should not be ignored

The course is aimed at marketers looking to understand how to put a strategic content framework together to maximise content performance.

Enrol onto ‘Content Strategy’ course and 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.

Andy Letting M IDM, PG Dip DigM, Director, Disrupt the Market

The IDM was first introduced to Andy Letting as a student in 2010 where he gained his Postgraduate Diploma in Digital Marketing in 2011. Andy has been lecturing with the IDM ever since, specialising in mobile, content, programmatic and social media.

He has been working in digital marketing for over 15 years, results driven and commercially focused senior-level digital executive with extensive senior management experience. Consistently evolved emerging digital channels and delivered incremental revenue growth, through leadership, change management, channel development and partnership initiatives for BSkyB, Ladbrokes and Avis, career highlights to date include, evolving Sky Mobile TV to what is now SkyGo, a key strategic retention product for BSkyB, demonstrating revenue can be attributed to social media and serving customers through social has to be a key objective for any organisation.

London (W1W 8SS)

Very informative, related and interactive course. Came out feeling more confident about what content is and how to deliver across the marketing team and rest of business.

Tasty lunch, good facilities and excellent pre-course communications. Andy the trainer was great, clear and easy to listen to. Good balance of case studies, questions and use of our experiences to show case the course points.

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