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Content Marketing3

10 June - Melbourne

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.

Content Marketing is scheduled to launch online in June 2014.

Easter 15% off sale
Enrol in this course and pay by midnight 28 April and save 15% off the standard rates.
Use discount code: EASTERSAVER and save. 

Type: Short Course | Level: Intermediate Available online: Soon

Overview

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 deeper emotional relationships with their audience
  • Ideal for both B2B and B2C marketers
  • Client or agency side.

Learning outcomes

  • Understand consumer expectations - relevant content when and where they want 
  • Benchmarking against best practice case studies
  • How to pinpoint your brand story
  • Tools and simple steps to building your content strategy
  • How to use archetypes, metaphors, myths and legends as a base for your content
  • Techniques to measure and evaluate your content strategy.

Find out more

We'll Contact You
OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Course Outline

Course outline

The course content will combine presentations, discussion and practical exercises on the following topics:

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.

Find out more

We'll Contact You
OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Schedule

Length:
1 day
Time:
9:00am - 5:00pm

 

  • Sydney

    Date: 9 April 2014

    Venue: Karstens: Level 1, 111 Harrington Street, Sydney

  • Melbourne

    Date: 10 June 2014

    Venue: Karstens: 123 Queen St, Melbourne

Find out more

We'll Contact You
OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Cost and Enrolment

ADMA member Non-member
Content Marketing $665 $898

Find out more

We'll Contact You
OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Online

New for 2014! Online Short Courses

ADMA Spark is launching a series of our most popular Short Courses online.

Content Marketing is scheduled for online learning in June 2014.

The online course covers the same content as our in-class course. Topics are broken down into a series of online modules to work through at your own pace.

You can register your details here, and we'll let you know when the course is ready for study.

 

Register your interest

Find out more

We'll Contact You
OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Your Instructors

  • RichardParkercropbio
    Richard Parker

    Head of Digital
    Edge

    Richard Parker

    Head of Digital 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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