Content marketing is the opposite of advertising. It does not require a big budget, but it does take time. Attention is earned not bought. Content is important in every step of your marketing / sales funnel. From the initial digital touchpoint to the final conversion with the customers, this masterclass connects every dot of the customer experience. Your content is a connection between a Google search results page and your website’s destination page.
In this 2-Day Content Marketing Masterclass course, you will learn about the following:
- Who are we talking to? Why do they care?
- How to identify content gaps and lost opportunities?
- How do you build links, authority, and ranking potential?
- What do we publish? And how will it be distributed?
- What topics, formats, and collaborators support lead generation?
- Mind-mapping topics and content formats with the information needed by your audience
- Research highly commercial search terms and optimise your content
- Identify and work together with relevant influencers
- Exploit your email list growth, open rates, and click through rates (CTR)
- Produce higher quality content in less time by repurposing
- Lead generation strategies
- Measure and optimise for better traffic and achieve higher conversion for your digital campaigns
Devising a Content Strategy
- Map content to the customers’ / buyers’ journey
- Auditing your content
- Executing content gaps and competitive analysis
Search Optimisation: Authority and Relevance
- Keyword research for content ideas
- Mapping target keywords to the buying funnel
Digital Content Best Practices
- Create content that is easy for visitors to consume and easy for you to promote
- Tools and tactics to drive traffic and results
Collaboration, Networking, and Influencers
- Content collaboration methods – Influencer marketing, blogger relations, and digital PR
- Adopt social media to grow your reach and rankings
Process, Production, and Efficiency
- Create outstanding content and promote it
- Improving efficiency
- Copywriting for the end-users and search engines
Analyse, Measure, and Improve
- Create, promote, and measure
- Measure impact and return on investment for the content marketing efforts
Participants will undergo experiential learning through mini-lectures, case studies, group discussions, role plays, quizzes, and videos.
This course is suitable for:
- Individuals with few years’ of marketing communications experience who want to gain digital skills related to content marketing
- Digital marketers who have some experience in areas of digital marketing (social media, SEO, PPC, blogging, etc.)
- Brand managers whose roles involve the research, planning, development, delivery, and analysis of marketing communications
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More Information
- (Local Institution) MDIS - Service Quality Centre
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