Learning Objectives

  • Explain the benefits of content marketing and structure a content marketing plan
  • Evaluate your process for managing content marketing in relation to your competitors
  • Complete a comprehensive audit of website assets and compare content effectiveness and group related pages
  • Review and select from different content types and format to meet your communications objectives and optimise the performance of on-site content
  • Understand the difference and intersection between earned and owned media and effectively implement influencer relationship management (IRM)
  • Describe communications goals of different types of landing pages while reviewing and optimising landing page effectiveness using analytics

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1: Content marketing opportunities

  • Define a planned approach to content marketing
  • Benchmarking your content marketing
  • Complete a content audit
  • Understanding consumer keyword behaviour
  • Make the case for investment in content marketing

Topic 2: Content marketing Strategy

  • Define content marketing strategy
  • Ideation for content marketing
  • Define content strategy to earn links
  • Create a content editorial calendar
  • Influencer marketing
  • Define marketing communication budget

Topic 3: Improve content marketing activities

  • Practical blogging techniques
  • Define landing pages
  • Define data capture and profiling
  • Building cornerstone content
  • Compete using ‘Skyscraper Technique’
  • Online copywriting essentials
  • Evaluate content marketing ROI

Roles who will find this Learning Path useful

  • Managers responsible for increasing the contribution of digital channels in their organization, including Digital Director and digital marketing managers
  • Heads of marketing including CMO, VP of Marketing, Chief Customer Officer, and Marketing Director
  • Marketing executives or specialists
  • Consultants or agency account managers

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