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.