Course overview
As customers become increasingly resistant to traditional marketing and advertising channels, smart businesses are finding strategic ways to engage audiences with their brands and their products by creating and distributing relevant and valuable content. This course will provide a deep understanding of how to structure and make the most of your content marketing, how to select the right channels, maximise reach and measure ROI.
Course content
Understanding the value of content marketing
- Key factors influencing your visitors to buy/engage
- Best practice and industry examples of excellence
The fundamentals of making content marketing work
- Defining the value exchange for your audience and understand their needs
- Creating a strategy and setting business objectives
- Establishing workflows and planning your content release cycle
The content marketing mix: selecting the right channels
- Understanding how to plan for different channels and content types, including web, social, mobile, blogs and video content
- Understanding how to join your activities and channels, on and off-platform, within your strategy
Optimising your content for maximum traffic, engagement and sales
- Essential tips for creating engaging and shareable content
- An SEO crash course
- Understanding the key drivers for interaction across different channels
Meeting business objectives and measuring success
- Setting out your KPIs and defining success
- What should you measure and what does it tell you?
- Key tools for measuring success
- Producing actionable insights for planning future activites
Booking information
This course can also be tailored to the specific needs of your organisation. Please enquire on 020 3353 3923 or email corporate.masterclasses@theguardian.com
