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20%* off all training courses booked in July. Use code: SUMMER20 *T&Cs apply

Discount (SUMMER20) applies to training courses running in July, August and September 2019. See full terms and conditions.

Overview

The course provides marketers with a strategic perspective on the development and management of content marketing programmes. Create a Content Marketing Strategy that aligns with business goals, understand the customer journey to develop great content for different audiences, develop amplification methods that drive sustained engagement and review key analytical tools .

The course will be highly interactive in nature with a mixture of bespoke presentations, structured exercises, planning frameworks and practical insights into how content marketing can deliver measurable contributions to commercial and strategic goals.

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.

Delegates are typically:
• Marketing executives
• Marketing managers
• PR executives
• PR managers
• Business owners
• Copywriters
• Designers

Learning outcomes

• Defining content marketing strategies that align with overall corporate and organisational objectives
• Auditing techniques to understand current activity and effectiveness of investment
• Developing your content strategy and your brand’s editorial calendar
• Consumer and customer research techniques, including segmentation, to maximise engagement
• Understanding the consumer journey and how content can deliver against each stage
• Identifying the best content marketing formats for different commercial scenarios
• Practical techniques to inspire creative interactive solutions that engage consumers and customers
• Amplification methods that drive sustained engagement, across search, display, social and email
• Technological infrastructure requirements that support efficient management of content marketing programmes across multiple platforms
• Effective budgeting of content marketing investment
• Measurement of content marketing activity including review of key analytical tools and delivery against corporate and financial objectives
• Key testing techniques to optimize ongoing management of content marketing programmes

Course Dates

Start Date Days Location
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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