Content Marketing Strategy

Drawing on international best practice, learn how to develop your content marketing strategy as well as how to demonstrate and measure the effectiveness of content strategies to deliver ROI.

 

Summary

Category Content
Date Sydney 09 March 2016 Perth 07 April 2016 Sydney 12 May 2016 Melbourne 24 May 2016 Brisbane 15 June 2016 Sydney 20 July 2016 Perth 21 September 2016 Melbourne 05 October 2016 Sydney 08 November 2016 Online On demand
Level Strategic
Type Short Course Online In Class
Cost Type ADMA members Non-members In-class $650 $895 Online $550 $750

About this course

Content is King. Organisations are increasingly engaging audiences through storytelling and conversation. Content fuels this approach. Learn how to develop your content marketing strategy and measure its effectiveness.

Who should attend?

  • Marketing directors, Marketing managers, Brand managers and Marketing executives responsible for driving customer engagement
  • Marketers looking to build emotional relationships with their audience
  • Ideal for both B2B and B2C marketers
  • Client or agency side.

Learning outcomes

  • What content your customers want and need to connect with your brand
  • Identify how and where you can align your content to the customer journey
  • Pinpoint your brand story – the common theme for your content
  • Ideas and techniques for creating and sourcing content
  • Templates and tools for content strategy and implementation
  • Measurement and evaluation of your content strategy

What is content marketing?

  • The marketing landscape, where content fits in and why content marketing is important.

The content marketing showcase:

  • Learn international best practice from a showcase of four compelling ROI-driven case studies from global brands.

Content Planning: ten steps to developing a content marketing strategy:

1. Business and brand objectives - figuring out how content will help you tackle you business challenges
2. Audience research - how to listen and what to listen for
3. The marketplace - product, positioning, perception
4. Channel Planning - which channels could you use? i.e website, social, video, blog
5. Technology choices - examining the options
6. Editorial direction - finding your brand story
7. Customer touchpoints - mapping content to the path to purchase
8. Content sources - auditing internal and external sources
9. Content production - create and curate - who does what
10. Content distribution - getting it out there

How to: measurement and evaluation: learning and improving:

  • Common KPIs to demonstrate the effectiveness of content strategies to deliver ROI, and measurement techniques/tools used to track them.
  • Sydney

    Date: 9 March, 2016
    Venue: Karstens: L1, 111 Harrington Street, Sydney
    Time: 9am - 5pm

  • Perth

    Date: 7 April, 2016
    Venue: Saxons: L1, 140 St Georges Terrace, Perth
    Time: 9am - 5pm

  • Sydney

    Date: 12 May, 2016
    Venue: Karstens: L1, 111 Harrington Street, Sydney
    Time: 9am - 5pm

  • Melbourne

    Date: 24 May, 2016
    Venue: Karstens: 123 Queen Street, Melbourne
    Time: 9am - 5pm

  • Brisbane

    Date: 15 June, 2016
    Venue: Karstens: L24, 215 Adelaide Street, Brisbane
    Time: 9am - 5pm

  • Sydney

    Date: 20 July, 2016
    Venue: Karstens: L24, 215 Adelaide Street, Brisbane
    Time: 9am - 5pm

  • Perth

    Date: 21 September, 2016
    Venue: Saxons: L1, 140 St Georges Terrace, Perth
    Time: 9am - 5pm

  • Melbourne

    Date: 5 October, 2016
    Venue: Karstens: 123 Queen Street, Melbourne
    Time: 9am - 5pm

  • Sydney

    Date: 8 November, 2016
    Venue: Karstens: L1, 111 Harrington Street, Sydney
    Time: 9am - 5pm

  • Online

    Date: Start anytime

  • FergusStoddart

    Fergus Stoddart
    Commercial Director
    Edge

    Fergus Stoddart is the Commercial Director of Edge, co-author of ADMA’s Content Marketing White Paper and speaker at industry events on content marketing. His motto is: “If you are not changing faster than the world around you, you are going backwards … and it’s time to close the doors!” After 10 years at the heart of this industry, first in custom publishing and now content marketing, he says he is fascinated by the change it is going through. He interest is in the commercials behind each project: how Edge can drive a profitable return for its clients and leverage the owned media it creates via sponsorship and partnerships. Opportunities abound in this space, he says, but the challenge is embracing the change, doing things smarter and keeping the commercial goals at the forefront of all good engagement.

  • Richard Parker

    Richard Parker
    Head of Strategy
    Edge

    Richard is a strategist specialising in brand storytelling and content driven through-media campaigns. He is pioneering content marketing in Australia, drawing on international best-practice from his UK career where he worked for strategic content agency Seven, Story Worldwide, then was strategy director and co-owner of integrated marketing agency, Better Things. Richard is now Head of Digital at strategic content agency Edge, a committee member of ADMA’s Email Expert Group and regularly speaks at marketing events and industry conferences.

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For more information
Phone: 02 9277 5406
Email: learn@adma.com.au

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  • Telstra
  • Melbourne Storm RLC
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  • Optus
  • Australia Post
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