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Sales and MarketingContent Marketing Essentials

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  • ItalyMilan
  • 31 Jul - 04 Aug 2023
  • 20 CPD hours
  • $4,900.00
  • Overview
  • Course Outline
  • Scheduled Dates

Course Overview

For your digital marketing to be effective you need to provide content your customers will want to read, and know where, when and how to reach them in order to engage with them and build customer communities.

All of this requires careful analysis and planning.  This course begins by looking at how content marketing has shifted in recent times from a selling focus to an educational one.  Delegates will consider the business objectives of their content marketing and also learn how to identify different customer personas, behaviours and user journeys.   This information will allow them to identify key messages and the best platforms to reach their target customers.  They will also learn how on and off page search engine optimisation can help them build customer communities and engagement ensuring their content delivers successfully across web, mobile and social media platforms.  


By the end of this interactive training programme, you will be able to:

  • Develop a content strategy which meets the needs of your users and your business 
  • Plan for a wide range of digital channels and content types (websites, blogs, vlogs, mobile apps, social media)
  • Develop techniques to engage potential customers and attract them to your website
  • Develop a workflow that ensures your content will be on time, on budget and that it meets your requirements
  • Use metrics that provide actionable insights
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Course Outline

Module 1 - Introduction to content marketing

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

Module 2 - User-centred content

  • Know your audience - what are their goals and objectives?
  • Personas and Scenarios
  • Identifying user journeys
  • Research your audience's online behaviour 

Module 3 - Content strategy

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

Module 4 - 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

Module 5 - Community building and engagement

  • The impact of social media on marketing and PR
  • Key channels: Facebook, Twitter, YouTube, LinkedIn and others
  • Social media tactics
  • Building the right profile
  • Increasing followers, friends and contacts
  • Getting 'shared'
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Schedule & Fees


Get the most out of group training with our special discount! Register 3 of your participants together on the same course and only pay for 2.

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5 Days 20 CPD hours

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EP LocationMilan


  • Management

5 Days 20 CPD hours

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EP LocationDubai


  • Management

5 Days 20 CPD hours

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  • Management

5 Days 20 CPD hours

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Content Marketing Essentials

  • ItalyMilan
  • 31 Jul - 04 Aug 2023
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Content Marketing Essentials

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  • ItalyMilan
  • 31 Jul - 04 Aug 2023
By submitting this form you agree to our Terms and Conditions and Privacy Policy.

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