Content Marketing Principles

Overview

This course is for anyone who wants to develop an effective and engaging digital content marketing programme. You will learn how to create content, identify audiences, understand different types of content, maximise reach through digital channels, create meaningful interactions and identify key success criteria. At the end of the course delegates will be able to apply this knowledge into building a content marketing plan for their organisation.

Who should attend?

Marketing executives and managers who are interested in developing their marketing skills to build a content marketing approach into their marketing plans, using social media, blogging, podcasting and video content. It is equally applicable to B2B or B2C marketers, particularly for those who are working for brands that are trying to build a reputation as thought leaders within their industry.

Learning outcomes

• Why content marketing is important and its key benefits
• Understand what makes great content and the importance of storytelling
• Types of content you should use, topical versus evergreen content and using Google’s Hero, Hub and Help content model
• Learn how to build a content plan
• Become a thought leader and build brand awareness
• Decide which channels to use to host and share your content, including blogging, video, search, podcasting and social media
• How to identify and work with key Influencers
• How to measure and evaluate the impact of content marketing