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OVERVIEW

The Advanced Content Strategy course equips marketers with practical knowledge and skills to build successful content strategies. Delegates will explore objective-setting and measurement of content performance, content research tools and techniques, brain-storming and ideation, content format and channel choices, and tactics for sharing and disseminating content. They will also consider how to audit and assess the performance of existing content. The course has a practical emphasis, with tips on tools, working models and approaches.

TRAINING TOPICS

DAY 1

09.00 - 10.30

Welcome to the world of Content Shock: the content landscape in 2019

10.45 - 12.45

The ROI conundrum: setting content strategy objectives and measuring outcomes

13.45 - 15.15

How good is what you’ve got? Auditing existing content and tactics

15.30 - 17:00

Defining the content gap: competitors and channels Preview of day 2 and Q&A

DAY 2

09.00 - 10.30

Defining content themes: Create - Atomise - Disseminate

10.45 - 12.45

Ideation techniques

13.45 - 15.15

Formats and channels Channels and tactics

15.30 - 17:00

Selling the strategy: documentation and planning Review of key lessons Q&A

WHO SHOULD ATTEND?

This course gives marketers and creatives who have some experience of content creation, planning or dissemination the tools and techniques to build successful content strategies. The methodology outlined in this two-day course can be used by B2B and B2C businesses, start-up companies or established brands.

Why This training Imporatant?

This training course will enable you to maximize the capabilities of Google Analytics to drive benefit for your organisation. It will provide you with a structured approach to measuring and optimizing performance, critical knowledge of how data is collected, and practical skills in interpreting digital analytics reports. After taking the course you will be able to use Google Analytics effectively to inform key decisions in your organisation and maximize the return on your marketing investments.

LEARNING OUTCOMES

  • Key components of successful digital content strategies
  • Content for engagement and content for lead generation: defining strategy goals and measuring them
  • Research phase:
    1. Understanding the content landscap
    2. Competitor activity
    3. Target audience needs
    4. Auditing existing content
  • Defining the “content gaps”:
    1. Themes of relevance to your brand and target audience
    2. Themes of growing interest, themes of evergreen interest
  • Ideation techniques: distilling themes into specific concepts, choosing formats and channels
  • Editorial calendar creation
  • Dissemination techniques via earned, owned, paid channels
  • Measuring impact and reporting results
  • Plan an effective optimisation (test and learn) programme
COURSE DIRECTOR

JAMES CHERKOFF


"Cherkoff's unique passion for melding the worlds of computer software with the world of marketing is entirely relevant to this new 'long-tail' era." Professor John Maeda, MIT MediaLab, USA. James Cherkoff helps companies, agencies and brands create digital marketing plans that focus on real business outcomes. James has designed and delivered more than five hundred Digital Strategy Sessions for organisations in Europe, Asia and the US. You can read what clients say about the sessions here.

James speaks at conferences and events around the world including: MIT MediaLab and the University of Delaware in the US; Reboot in Denmark; HURA in Croatia; PICNIC in Holland; NESTA in London; the University of Edinburgh Business School; the Danish Institute of Technology; GDI Zurich; Durham Business School; the Vienna Tourist Conference; and professional services organisations such as the IAB, the Investor Relations Society, the Institute of Practitioners in Advertising, the Market Research Society and the CIM. James writes the blog Modern Marketing, a well-regarded strategic marketing blog that was selected by the British Library for its Web Archive and by The Guardian to be part of its Select Marketing Network. He has contributed to the FT, BBC, Independent, Observer, Ad Age, Research Magazine, Media Week, WebProNews, changethis.com, Business Week and the Guardian. You can also hear him on BBC Radio 4 discussing the early days of blogging.

James was named as a Thought-Leader in Research Magazine's '50 To Watch' and is the Lead Course Director for Digital Strategy at the Chartered Institute of Marketing. He spent the first part of his career at global marketing consultancy Burson-Marsteller. There he managed programmes for Unilever, Philip Morris and Accenture, to which he was seconded as part of the European marketing team.

In 1998, James joined the web design agency Bluewave, before founding and managing Pumpernickle, a consultancy focused on Internet Culture. The company's first assignment was a major strategic review on behalf of James Bond Enterprises Ltd, which went deep into the world of online community and how the web distorts traditional notions of IP.

KEY INFORMATION

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