This course will illustrate how to create engaging and valuable content based on the needs of potential consumers who actively research information about their product of interest. Delegates will discover how to attract and retain consumers organically and how to lead potential buyers to the actual purchase of products through the presentation of useful, wellinformed content. In this way, delegates will be exposed to the processes underlying the creation and dissemination of shareable content that stimulates conversation among consumers and that inspires buyer’s action. Moreover, delegates will learn the importance of tailoring content to the specific needs of consumers and the content marketing strategies used to develop and maintain brand trustworthiness among targeted audiences.
By the end of the course, delegates should be able to:
• Discuss the advantages of content marketing over other types of marketing methods.
• Explain how content marketing influences the consumers’ buying decision and their relationship with an organisation.
• Assess consumer demographics to determine the types of content likely to be engaged with by consumers.
• Write targeted messages for a brand or product.
• Craft shareable content that drives reach, consumer engagement and lead generation.
• Develop a content marketing plan for an organisation to expand the brand’s reach.
• Evaluate content for performance, engagement and appeal.
Content marketing is one of the most effective marketing tools used to increase audience engagement, drive sales and to improve an organisation’s brand presence. Therefore, content marketing is an invaluable marketing tool as it enables companies to generate more leads and to establish meaningful relationships with consumers. It is for this reason that this course was designed to enable delegates to deliver consistent, high-quality and engaging content, and to help organisations increase their brand awareness using powerful content marketing tools and techniques.
The following subject areas will be addressed:
• The Content Marketing Ecosystem
• Creating a Content Marketing Strategy
• The Types of Strategic Content
• Content Marketing Channels and Growth Tactics
• Audience Personas
• How Content is used to Develop Trust, Credibility and an Understanding of Consumers’ Needs
• Writing Messages and Creating Content
• Measuring your Content Marketing Strategy
This course will be delivered online. Delegates will be engaged through lectures, interactive discussions, case studies, and individual and group activities involving the use of online content marketing tools.
TBA
