TOPICS TO BE COVERED

Module 1: Content Marketing

• Content marketing: B2B and B2C overview and examples
• Defining the business objectives of content marketing
• Researching and planning content marketing
• Content creation: Including:
  • Writing for the web and social media
  • Identifying the right format
  • Focussing on audiences and personas
  • Defining tone of voice
  • Keyword research
  • Writing persuasive and engaging articles and blog posts
  • Writing for social media (Twitter, LinkedIn, Facebook)
  • Writing case studies
  • Rich content: video, infographics, podcasts

Module 2: Content measuring metrix

• Content distribution
• Link building with content: How search engines work, link building strategies
• Measurement:

• • What does success look like?
  • Measuring what matters
  • Google Analytics fundamentals.

Module 3: Content Marketing Concepts and Strategy

• Benefits of Content Marketing
• Qualities of Effective Content
• Types of Content
• Content Alignment with the Buyer’s Journey
• Community Management
• Content Marketing Strategy

Module 4: Using Content Research to Find Opportunities

• Social Listening
• Competitor Content Analysis
• Content Audit

Module 5: Developing a Content Marketing Plan

• Content Marketing Goals
• Content/Business Goal Alignment
• Customer Personas
• Content Topics
• Content Calendar
• Content Management Systems

Module 6: Creating and Curating Content

• Content Stakeholders
• Content Types and Formats
• Content Tools
• Content Creation and Curation
• Content Creation Best Practice
• Brand Components
• Content Personalization

Module 7: Publishing and Distributing Content

• Content Platforms
• Benefits and Challenges of Content Seeding
• Content Scheduling Techniques and Tools
• Content Promotion Strategies

Module 8: Metrics and Performance

• Content Marketing ROI
• Content Marketing Metrics
• Metrics and Content Marketing Strategy

Module 9: Digital Copywriting for Social & Content

• How digital content has evolved
• The anatomy of great social content
• Designing a social media content brief
• Writing for social sites including LinkedIn
• The 10 mistakes to avoid when writing for social media
• Writing a Facebook campaign
• The power of pictures - content for Instagram
• Producing online videos for YouTube and Vimeo
• Making your content go viral
• Sharing and solving to create loyal fans
• Producing podcasts
• Blogs – the greatest stories ever told
• Beyond Hashtags
• Dealing with trolls.

Module 10: Digital Copywriting and Content for Email

• Layout
  Salutations
  • The subject line
  • Building the body of your email
  • Prioritising your message
  • Using multi-media and links
  • Checking your email brand tone-of-voice
  • Using plain English.

Module 11: Digital Copywriting and Content for Websites

• How people read your site
• Exploring personas
• Retaining audience attention
• Using data to pinpoint benefits
• Organic style guides
• Beyond homepages
• Focusing on messages and conversations
• The fundamentals of grammar
• Editing copy for the web
• Telling your brand story online
• Getting to grips with your online brand tone-of-voice
• Using keywords to supercharge your SEO
• Webinar content.
• Writing online news stories.