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Training: Content Marketing Strategy - London

Training: Content Marketing Strategy - London

This course will provide a comprehensive understanding of the components that make up a content strategy and the importance of creating a framework.

You will learn to:

  • Create your content strategy
  • Understand how to create content goals
  • Understand the metrics specifically correlated to the content funnel
  • Put together a content audit
  • Develop a content strategy process for the company

Andy Letting, Digital Lead social media and content, Johnson & Johnson

The IDM was first introduced to Andy Letting as a student in 2010 where he gained his Postgraduate Diploma in Digital Marketing in 2011, Andy has been lecturing with the IDM ever since, specialising in mobile, content, programmatic and social media.

He has been working in digital marketing for over 15 years, results driven and commercially focused senior-level digital executive with extensive senior management experience. Consistently evolved emerging digital channels and delivered incremental revenue growth, through leadership, change management, channel development and partnership initiatives for BSkyB, Ladbrokes and Avis, career highlights to date include, evolving Sky Mobile TV to what is now SkyGo, a key strategic retention product for BSkyB, demonstrating revenue can be attributed to social media and serving customers through social has to be a key objective for any organisation.

Programme: (1 day course)

Creating a content marketing strategy

  • What is a content strategy and why is it important
  • How Content Strategy and Content Marketing Are Separate But Connected
  • The fundamentals to delivering a successful documented content marketing strategy
  • What are the common mistakes businesses make when creating a content strategy
  • A introduction into the Hero, Hub and Hygiene

What should a content marketing strategy include?

  • Business case for innovating with content marketing, justification, risks and vision
  • Planning content marketing, goals and the unique value proposition delivered through content
  • Personas and content maps, audience needs, and content engagement cycle
  • Brand story, characterise content marketing, messaging and audience impact
  • Channel plan: platforms, processes, and objectives for each channel

How does a Content strategy impact other teams/departments in an organisation?

  • Who are the key internal stakeholder and their roles and responsibilities
  • What is the role of the agency in the content framework
  • How to influence teams / departments new to content strategy
  • How to set up a business / department to deliver a successful content strategic framework
  • What content metrics really matter to a business

Strategic Content Strategy in Action

  • Which organisations are benefiting from a strategic content approach
  • How the content strategy supports the overarching marketing strategy
  • Key learnings that can be applied to the delegate’s organisation

The Future of Content Strategy

  • Responsive marketing and the in-house newsdesk
  • Emerging content trends that should not be ignored

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