Overview

This course is designed for anyone who is involved with the generation, development or delivery of digital content in the marketing strategy.
You will learn to plan and generate engaging text and media for all digital channels

Topics include sourcing, partnering, content planning, engagement and measuring success

After this course you will be able to:

  • Identify sources of content.
  • Partner with key stakeholders to enhance the content offering.
  • Engage with customers and prospects.
  • Build a content plan.
  • Measure the success of the plan.

 

Who should attend?

This course is designed for anyone who is involved with the generation, development or delivery of digital content in the marketing strategy.

Learning outcomes

  • Identify sources of content.
  • Partner with key stakeholders to enhance the content offering.
  • Engage with customers and prospects.
  • Build a content plan.
  • Measure the success of the plan.

Outline

Module 1: Sources of content

  • Looking at existing and potential sources of content

Module 2: Types of content

  • Audio, video, white papers, research, press releases, academic, good stories, successes, staff news, product information, blog posts, infographics, e-books, podcasts and webinars

Module 3: Planning content development and collection

  • Seeking out stories and content which will attract your target audience
  • Content audit – analysing the quality of your current content
  • Developing resources and processes to support the delivery of consistent on-going valuable information
  • Creating a content schedule

Module 4: The virtuous circle of content creation

  • How good content makes the world of digital marketing so dynamic
  • Building content, attracting others and growing your network of potential content
  • Joining up all of your social media with traditional marketing techniques such as PR, advertising and direct mail
  • The role of your website – ensuring you publish quality and consistent content.

Module 5: Partner organisations and content sharing

  • Seeking out the like-minded to develop and share content
  • Get greater visibility with social influencers
  • Build your influencer community

Module 6: How social media plays an important role in content marketing

  • Generating content through social media and posting to best effect
  • How content is needed to drive social media
  • Using social media to listen to your customers in order to enable you to create content they will find engaging
  • Decide on the best platform from which to communicate from
  • How social media enables you to distribute your content

Module 7: How to measure its success and impact

  • The metrics of content measurement Frequency of data collection
  • Creating a spreadsheet to document and track data
  • Who will be responsible for collecting and reporting on the data?
  • How will I take action on these metrics?
  • Do these metrics support key goals?

Module 8: How to build a content plan

  • Plan building and integration with your marketing strategy
  • Getting Buy in
  • The role of engagement in content development
  • Deciding on your customer relationship and using content to develop that relationship
  • How to engage with your audience consistently right from the start
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