1 day course

Supporting material

Classroom, Virtual, Private

Classroom

Face to face, interactive classroom training run from our global training centres.

Virtual Classroom

A convenient and interactive learning experience, that enables you to attend one of our courses from the comfort of your own home or anywhere you can log on. We offer Virtual Classroom on selected live classroom courses where this will appear as an option under the location drop down if available. These can also be booked as Private Virtual Classrooms for exclusive business sessions.

Private

A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

Looking to create thumb-stopping content across your media channels and learn tactics to generate engagement? This course will give you the confidence to build a robust content and influencer marketing strategy to meet your business goals.

Led by one of our experienced content strategists, the session will help you understand how to gather data and insight to inform your content marketing plan and teach you how to build customer profiles.

You’ll also learn how to use tools to identify relevant content themes, determine the best way to distribute content – including via influencers – and how to measure the success of your activity.

Our Content & Influencer Marketing course is available at our training centre in The Shard, London or via virtual classroom. We also offer private training at a location of your choice across the UK, globally or online.

Course overview

Who should attend:

This course is designed for people working in businesses or for an agency, and who are responsible for comms in either organic and paid social, digital PR, email or SEO. Whether you’re looking to drive engagement, boost your search performance or increase brand awareness, this course will make you rethink everything you thought you knew about content marketing. You’ll come out of the session with content strategies and ideas tailored to your business needs, which you'll be able to start implementing the very next day.

What you'll learn:

By the end of this course, you will be able to:

Demonstrate the principles of content and influencer marketing
Develop an insight-driven content marketing plan
Explain how to build audience personas
Describe how to create thumb-stopping content
Formulate a measurement plan to assess your content marketing efforts

Course agenda

Introduction to Content Marketing

What is content marketing?
The changing landscape
Current trends - what to watch out for
Content strategy framework

Content Planning

Gathering historic data and insight to inform your plan
Tools for gathering historic brand data
Tools for determining interesting content topic themes

Audience: Building your Customer Profiles

Where to gather audience data and how to use it
Building customer segments

Setting SMART Objectives

Identifying your content marketing objectives
Aligning business goals with content marketing activity

Develop your Strategy

The marketing funnel and how it’s evolving
Brand content vs. advertising content experiences

Content Formats

Content marketing and its multiple types, including influencer, creator and KOL marketing
The recommended approach to building content for different digital channels
Building content pillars to organise your activity
Content format development
Case studies and success stories

Distribution

The difference between paid, owned and earned media
How content is optimised for different channels
Tools for content planning and distribution

Evaluation

Understanding the return from content marketing investment on business performance / KPIs
Metrics that matter
Tools to help with measuring success