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Content Marketing

22 May - Melbourne / 12 September - Sydney / 24 October - 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 for online learning on 30 June 2013.

Type: Short Course | Level: Intermediate Available online: No
Phone: 02 9277 5406 Email: learn@adma.com.au Download Brochure
Enrol

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 marketing content strategy and measure it's 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 side or agency side

Learning outcomes

  • The importance of content in the current marketing landscape
  • Best practice: distilling the principles of content marketing
  • How to find your brand story
  • The tools available and simple steps to building your content strategy
  • How to leverage archetypes, metaphors, myths and legends to inform your content strategy
  • 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.
  • How to: ten steps to developing a content marketing strategy:
    • Overview of the tools available and the steps you need to take to build your content strategy. This is a practical ten step plan that you can follow after the session to develop and implement a content strategy for your business.
    • Includes: consideration of business and brand objectives, audience research, channel and platform planning, technology choices, touchpoint and path-to-purchase planning, 360 degree commissioning/content repurposing, as well as a focus on the importance of understanding your brand story, authority to publish and how to leverage storytelling techniques to inform your content strategy – and create a deeper relationship with your audience.
  • 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

 

  • Melbourne

    Date: 22 May 2013
    Venue: Karstens: 123 Queen Street, Melbourne

  • Sydney

    Date: 12 September 2013
    Venue:     Karstens: Level 1, 111 Harrington Street, Sydney

  • Melbourne

    Date: 24 October 2013

    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 2013! Online Short Courses

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

Content Marketing is also scheduled for online learning in June 2013.  

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 Multi-Channel Expert Group and regularly speaks at marketing events and industry conferences.

    Courses: Content Marketing

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Contact Us

Phone us
02 9277 5406
Email us
learn@adma.com.au
Download the
Spark brochure