Overview

With customer journeys increasingly fragmented and channels evolving through AI and data regulation, content strategy now demands a structured and commercially focused approach. This masterclass provides a framework to build content strategies that align with core business goals, maximise engagement and prioritise resources for measurable return.

The programme examines how emerging trends, including AI and data legislation, are reshaping content planning and performance. It demonstrates how to apply strategic tools to create an integrated content calendar, strengthen SEO across social, video and AI-driven search, work effectively with influencers and creators, and organise teams for consistent delivery across the customer journey.

Participants will leave with a 9-step content strategy framework and toolkit to guide planning, coordination and execution across channels.

Who should attend?

For marketers responsible for leading or influencing content strategy who want to build a coherent, performance-led framework that delivers measurable business results across B2B and B2C contexts.

Learning outcomes

• Build a content strategy that unites business objectives, customer insight and channel activity
• Apply strategic tools to evaluate, prioritise and plan content investments
• Assess how AI, automation and data regulation influence content design and governance
• Use audience research, segmentation and empathy mapping to refine content relevance and timing
• Strengthen visibility and authority through integrated SEO, social, and AI-enabled discovery
• Develop partnerships with creators and influencers to extend reach and authenticity
• Establish editorial governance, content pillars and performance indicators for ongoing optimisation
• Implement the 9-step content strategy framework to embed structure, measurement and accountability