Content Marketing

This module will enable you to develop the knowledge and skills to plan and execute a content marketing strategy in a persona-oriented, data-driven way – informed by business objectives, aligned with the buyer journey and your overall marketing strategy. Upon completion of this module, you will be able to:

1. Understand the fundamentals of content marketing and its position within the overall digital marketing strategy by:

  • Defining content marketing
  • Listing the benefits and qualities of effective content marketing
  • Differentiating between the two main types of content
  • Aligning content effectively to different stages of the buyer journey
  • Recognizing how community management complements content marketing

2. Initiate a content marketing strategy and establish effective workflows by:

  • Identifying the key elements in an effective content marketing strategy
  • Conducting social listening as part of the research phase of your strategy
  • Analyzing and monitor competitor content to help inform your content strategy
  • Conducting a content audit to assess performance and spot opportunities
  • Differentiating between types of content marketing goals
  • Aligning your content marketing goals with your overall business goals
  • Defining your target personas
  • Using research best practice to develop content topics based on your target personas
  • Developing a content calendar to plan and structure content creation and promotion
  • Recognizing the value of Content Management Systems and the considerations to make when choosing which one to use

3. Create and curate compelling and innovative content by:

  • Recognizing key stakeholders involved in the creation of content
  • Distinguishing between a variety of content types and formats you can use in your content marketing efforts
  • Targeting content type to your audience on social platforms
  • Creating content using appropriate tools
  • Distinguishing between content creation and curation
  • Curating content using appropriate tools and techniques
  • Defining your company’s story and brand personality
  • Crafting an effective brand story that includes your business and content marketing goals, personas and key messaging
  • Recognizing the importance of content personalization

4. Extend the value of content and effectively promote it across distribution channels by:

  • Selecting the correct platform to use based on your target audience and content type
  • Recognize the benefits and advantages of a multi-channel approach to content seeding
  • Using content scheduling techniques and tools to distribute content across social media platforms
  • Choosing an appropriate content promotion method to use for a given scenario
  • Re-purposing content into different formats for different audiences to maximize visibility

5. Measure your content marketing ROI by:

  • Recognizing the value of content marketing return on investment
  • Assessing content using the major components of content marketing ROI
  • Distinguishing between different types of content marketing goals and their associated metrics
  • Using metrics to inform changes to your content marketing strategy

Course Enrolments

All our courses are available to be completed online, or in a 10 week classroom format, via our partner Holmesglen Institute.