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.

Details

Level
Intermediate
Duration
2 days (14 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
22/05/19 London (W1W 8SS) £955.00 £1,125.00 10
15/07/19 London (W1W 8SS) £955.00 £1,125.00 9
03/10/19 London (W1W 8SS) £955.00 £1,125.00 10
27/01/20 London (W1W 8SS) £955.00 £1,125.00 10
02/03/20 London (W1W 8SS) £955.00 £1,125.00 9

Course Information

Programme

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
  • Upgrade to a Professional Certificate


You can upgrade to a Professional Certificate for just £375 + VAT.

Our Professional Certificate in Content marketing is the equivalent to a QCF level 5 i.e. a Foundation degree.
In order to upgrade, you will need to complete two 1 hour online exams. Both exams will be multiple choice.
If you are interested in upgrading, or would like some more information, please contact IDM Customer Services on 020 8614 0277.

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: The Complete Guide’ 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.

Tutor

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.

Venue

London (W1W 8SS)

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

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

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