Training Course – Content Marketing and Management Masterclass.

Overview

The creation, management and display of content one of the most important processes within a business. Marketing and sales are increasingly reliant on systems and practices that allow them to deliver relevant, increasingly personalised messaging to customers on a wide variety of devices at the right time, in the right place.

In a recent survey of marketing professionals – 88% cited content related issues as their biggest marketing challenges: 60% have a challenge producing the kind of content that engages customers. 55% have a challenge to produce enough content, especially for personalisation. 7% have a challenge producing enough variety of content

Day 1 – Strategy and Content Marketing

Content Strategy

1. Resources and Skillset requirements. Workflows and process.
2. Search Engine Optimisation implications
3. Brand implications, including tone of voice and editorial guidelines.
4. Technical implications (devices, formats, systems)

Content Marketing

1. History – Where did the need for content marketing come from? White Papers and Search Engine Optimisation (SEO)
2. Strategies for creating effective Content Marketing programmes and campaigns. Understanding Customer Journeys (Web / Social / Ecommerce / Email / Omnichannel) and Google Micro-Moments (ZMOT)
3. The rise of ‘Influencer Marketing’. Identifying Influencers and Micro-influencers. Regulation and Risk.
4. The role of (Big) Data – Content Personalisation, Marketing Automation / Marketing Clouds.

Day 2 – Creating Relevant, Effective Content.

Content Creation

1. Internationalisation / Personalisation / Ecommerce – What is driving your need for content?
2. Tips for creating content (What is it for? Who is it for?) Cognitive Bias (Why every blog article starts with ‘7 things that…’)
3. Identifying trusted content sources – The pros and cons of ‘Guest Bloggers’
4. Licensing and buying content. – If it’s been created before, why change it. IMDB Case Study.
5. User Generated Content – How to use Social Media and cell phones to create effective content.
6. Employee Generated Content – leveraging your people as influencers.

Day 3 – Content Management and CMS

Content Management

1. Trends – From Website to Experience.
2. Choosing a content management system (CMS) / Solution. Can your business run perfectly well on WordPress or do you need an Enterprise WCMS system like Sitecore or Adobe Experience Manager?
3. What is Headless CMS?
4. Related systems (e.g. PIM, DRM, CRM, Ecommerce)
5. Choosing an agency / partner – including tips for running successful RFPs.

About the Course

Courses run from February to November. Cities include London, Dubai, Singapore, Bangkok, Melbourne and Sydney. Aquitude can also deliver this course internally for companies with more than 3 delegates. Prices start from $USD 3000 per delegate per course.