About this course

Course code TP291
Duration 1 Day

Overview

For your digital marketing to be effective you need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. As users spend an increasing amount of time on a range of social media channels, brands need to understand where their users are most active and how they can interact and engage with them most effectively.

All of this requires careful analysis and planning. The disciplines of content strategy provides the framework for ensuring that your content delivers on these essential requirements across all relevant digital platforms.

Prerequisites

Who Should Attend?

This practical course is designed for anyone in content creation and marketing that has a responsibility for writing, producing and maintaining website content and/or managing social media channels.

Delegates will learn how to

  • Determine how the needs of your users and your business objectives inform your content strategy and community management
  • Understand how to plan for a wide range of digital channels and content types, including websites, blogs, mobile apps, social media and online video
  • Develop techniques to attract visitors to your website
  • Understand how to engage visitors through all content channels, including your own website and third party social media platforms
  • Develop a workflow that ensures your content will be on time, on budget and that it meets your requirements
  • Create a strategy for the delivery and maintenance of your digital content
  • Use metrics that provide actionable insights

Outline

  • The shift from selling to educating - content as marketing
  • Identifying business objectives for your content marketing
  • Resources and tools

User-centred content

  • Researching your audience - what are their goals and objectives?
  • Creating and using Personas and Scenarios
  • Identifying key user journeys
  • Research your audience's online behaviour using free tools
  • Create sketch Personas and Scenarios

Content strategy objectives

  • Planning for content creation & management
  • Business goals and conversions
  • Identifying key messages
  • Measuring success: analytics and KPIs

Search Engine Optimisation (SEO)

  • On-page search engine optimisation: researching and using keywords
  • Off-page search engine optimisation: link building and PR
  • The increasing role of social media

Community and engagement on the social web

  • The impact of social media on marketing and PR
  • Key channels: Facebook, Twitter, YouTube and others
  • Principles for increasing engagement and driving results on social media
  • Social media tactics
  • Building the right profile
  • Increasing followers, friends and contacts
  • How to promote sharing


1 Day

Duration

This is a QA approved partner course

Delivery Method

Delivery method

Classroom

Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

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