Content Marketing: The Complete Guide | Training Course | IDM
  • You will learn to
  • Details
  • Course availability

You will learn to:

  • Understand why content marketing is important and what its key benefits are.
  • Understand the elements of a successful content marketing strategy.
  • Understand the importance of personas in content marketing.
  • Identify what qualifies as valuable content.
  • Learn how to track and measure the success of your content marketing strategy.

See below for further course details and full programme information.

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2 days (14 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
08/12/22 Virtual classroom £720.00 £850.00 14 More info
Book Until
24 Nov 22
Study Periods
  • 8 - 9 December 2022
20/04/23 Virtual classroom £720.00 £850.00 15 More info
Book Until
17 Apr 23

NB: Prices above subject to VAT

Course Information

Introducing content marketing

  • Learn why content marketing is important
  • Understand the consumer challenge content marketers face

Creating a content strategy

  • Learn why you need a content strategy
  • Discover what your content strategy should cover and deliver
  • Advance your content plans into content strategies

Setting objectives and KPIs

  • Learn how to set SMART objectives and KPIs to achieve

Using insights to understand your audience

  • Understand who a content marketing audience includes
  • Understand the importance of personas and how to create them
  • Understand how content marketing fits in the customer journey

Getting creative

  • Learn how brands create great stories
  • Understand what a content "sweet spot" is
  • Apply the hero, hub, and hygiene model to your content creation

Identifying the channels best suited to your content

  • Understand how to use the converged media model
  • Know what to question when content planning
  • Assess the best channels to use for both B2B and B2C content marketing
  • Learn about the importance of using a content calendar

Managing your strategy

  • Effectively manage the delivery of your content strategy
  • Learn about the content lifecycle
  • Understand the importance of a Content Management System (CMS)

Curating and optimising your content

  • Learn about content curation
  • Understand the amplification of content
  • Understand how to measure and test your content marketing activities

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.

Julie Atherton F IDM, 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.

Will Francis

Will Francis is a recognised authority in digital and social media, who has worked with some of the world's most loved brands through his digital agency Harkable and his time as Editor at MySpace in the 00s. He is a marketing lecturer with some of the most respected institutions and regularly appears in the media and at conferences where he shares his experience and expertise.

London (W1W 8SS)

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

Really great course and tutor! Informative, insightful and filled me with interesting ideas and strategies which I'll be implementing in my role

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

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