Pricing
| Virtual: | £1,099.00 |
|---|---|
| Member Virtual: | Log in for prices |
Full board accommodation is only included on residential courses at Moor Hall, Berkshire.
Need some help making your choice? We have a dedicated team available to assist you. They’ll make sure you find the right course to support you in achieving your goals. Call us on +44 (0)1628 427360.
Virtual
Overview
As content marketing budgets continue to increase, customer journeys become more fragmented, and the complexity and number of channels require perpetual skill and knowledge updates, it is vital that organisations take a strategic approach to this area. This course provides delegates with a framework to build a content strategy for their business which is focused on delivering to the core business goals, maximises impact and engagement, and prioritise effort and budget according to returns.
The programme takes a practical approach to considering how the latest content marketing trends could affect your business, demonstrates how to use fundamental strategy tools to build an effective content calendar, maximise the benefits of search across social media video and SEO, utilise influencers and creators, and structure your teams to deliver throughout the customer journey.
You’ll leave with a 9-step content strategy framework and template, plus a range of content planning tools ready to apply to your business
Who should attend?
Marketers who want to build a measurable and effective content marketing strategy. The content strategy framework outlined in this two-day course can be used by B2B and B2C businesses, start-up companies or established brands.
Learning outcomes
- Develop a content strategy that aligns with your organisational objectives using the CIM content strategy framework and template
- Understand and implement best practice methodologies for content strategy development to create value at every stage of the customer journey
- Stay ahead of your competitors with the latest content marketing trends
- Utilise empathy mapping, segmentation and persona development to understand customer needs and maximise the impact of SEO and social media
- Work with creators and influencers to develop compelling content that consistently differentiates your business
- Create your brand’s editorial calendar and increase engagement and visibility with content pillars, the HHH model and effective project management
- Test and measure for ongoing improvements and budget optimisation
Testimonials
Course Director
Julie Atherton
Julie is a Course Director for the CIM, an author, guest lecturer at University of Bath School of Management and Founder of the marketing consultancy Small Wonder. A business leader, consultant and strategist, Julie has 30 years experience working with a wide range of organisations from global brands to SMEs, and in B2C, B2C and the third sector. She helps businesses shape their strategy and build highly trained and effective teams in strategic planning, digital marketing and brand management. Her experience includes both client and agency including work with Asos, Axa Group, St John Ambulance, Mott Macdonald, Nissan and Glenmorangie. Julie has a particular expertise in social media and content marketing. Her book "Social Media Strategy: A practical guide to social media marketing and customer engagement" is a core university text and is widely read by marketing, sales and PR professionals. Julie’s latest book, "B2B Social Selling Strategy: Connect with Customers, Build Relationships and Drive Sales" was published Nov 22.
Virtual delivery
Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.
