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Overview

The Advanced Content Strategy course equips marketers with practical knowledge and skills to build successful content strategies. Delegates will explore objective-setting and measurement of content performance, content research tools and techniques, brain-storming and ideation, content format and channel choices, and tactics for sharing and disseminating content. They will also consider how to audit and assess the performance of existing content. The course has a practical emphasis, with tips on tools, working models and approaches.

Who should attend?

This course gives marketers and creatives who have some experience of content creation, planning or dissemination the tools and techniques to build successful content strategies. The methodology outlined in this two-day course can be used by B2B and B2C businesses, start-up companies or established brands.

Learning outcomes

1. Key components of successful digital content strategies
2. Content for engagement and content for lead generation: defining strategy goals and measuring them
3. Research phase:
• Understanding the content landscape
• Competitor activity
• Target audience needs
• Auditing existing content
4. Defining the “content gaps”:
• Themes of relevance to your brand and target audience
• Themes of growing interest, themes of evergreen interest
5. Ideation techniques: distilling themes into specific concepts, choosing formats and channels
6. Editorial calendar creation
7. Dissemination techniques via earned, owned, paid channels
8. Measuring impact and reporting results

Course Dates

Start Date Days Location
27 Jun 2019 2 London
 
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08 Aug 2019 2 London
 
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19 Sep 2019 2 London
 
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07 Nov 2019 2 London
 
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05 Dec 2019 2 London
 
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Course Director

James Cherkoff

With more than 20 years of experience as a marketing consultant, James Cherkoff has helped companies, agencies and brands create digital marketing plans that focus on real business outcomes. James has designed, created and delivered more than 500 training sessions for brands, corporate and government bodies in Europe, Asia and the US. James started his career at global marketing consultancy Burson-Marsteller where he managed programmes for Unilever, Philip Morris and Accenture. He went on to join web design agency Bluewave, before founding and managing consultancy firm Pumpernickle and later his own company Collaborate Marketing.

Enquire

Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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