- Content strategy
- User Journeys
- SEO for content writers
Get hands-on with the technical and creative mechanics behind content marketing. Through practical exercises and engaging discussions, you’ll develop an advanced understanding of the discipline and how to craft strategies that deliver.
When it comes to today’s businesses, everything is content. Every surface, touchpoint, and interaction is an opportunity to tell a cohesive story that keeps customers coming back for more. That’s where you come in. In this highly interactive course, you’ll become fluent in content marketing principles, chart major industry trends, and learn how to intelligently apply the techniques that define the discipline. Along the way, you’ll become a more effective and professional communicator who can speak to the needs of your business.
Week 1: Content marketing pillars. Learn how storytelling drives business revenue.
Week 2: Branding and identity. Explore the role of brand values, personality, and tone of voice in strategic planning.
Week 3: User research. Competitive analysis, personas, and auditing your content to identify gaps.
Week 4: Customer journeys. Learn to map actionable journeys that move customers down the funnel.
Week 5: Content marketing roadmap. From email to web, learn to ideate, craft, and develop messaging and assets that drive business goals.
Week 6: Distribution and channels. Getting content in front of the right users with maximum impact.
Week 7: Live project brief. Your live project brief and initial planning.
Week 8: Measurement and optimization. The role that metrics and SEO play in and optimizing campaign performance.
Week 9: AI & strategic automation deep dive. From ChatGPT to tools that enable you to be more results-driven, explore solutions that can make your content marketing more impactful.
Week 10: Building a content portfolio. Every business has different needs. Explore the types of portfolios suitable to a variety of businesses.
Week 11: Client review. Project presentation, feedback from the client, Course Director, and course colleagues.
Week 12: Next steps. Feedback, big takeaways, and where you go next in your marketing career.
Who is this course for
No professional experience in content marketing is necessary, though a basic knowledge of marketing principles is recommended. You need to be fluent in spoken and written English. If you’re an early-career professional or pivoting from a marketing, communications, or creative discipline, this is where you can build your marketer’s tool kit.
- Set content strategies
- Turn brand messages into engaging stories
- Create actionable content plans
- Optimise content for each stage of the marketing funnel
- Understand the power of community building
- Work with a real-life project
You’ll find answers to the most frequently asked questions here.
How to enrol
By clicking on “REGISTER” on this page, you take your first step towards enrolling in the course. There are no financial obligations at this stage. You will then receive an offer of enrolment and be asked to provide your invoice details. Before the course starts, you will be asked a few questions about your experience.