• Content
Intermediate / Practitioner

Discover the role of content planning and how to drive engagement with a content marketing strategy course for big-picture thinkers.

Learn how to work smarter, not harder, with ADMA IQ’s Content Marketing Strategy Course. From the basics of content planning to the role it plays in successful business strategies, take your online engagement to the next level.

Content is king – but only if it’s done right. Using best practice case studies, we’ll walk you through all the components of an effective content marketing strategy, helping you master how to create, distribute and manage content that converts.

Duration: You can complete this content marketing strategy course in one of two ways:

  • In-class:Two half days, both 9am - 1pm (AEST NSW).

View Virtual In-class Course

  • Next session:Thursday 2 & 9 September
  • Online: 8-10 hours, up to 6 months to complete

View Online Course


Learn to:

  • Understand how content facilitates a connection with customers online throughout their purchase decision
  • Map an effective content strategy to the customer life cycle to achieve results
  • Explore content publication processes and technologies
  • Optimise content for maximum impact and measure its effectiveness

Your virtual in-class course covers:

  • The fundamentals of content creation and strategy, content publication processes, how to manage content, content planning and how to optimise content
  • In-class discussion and practical exercises, exploring consumer behaviour and how you can develop your content marketing strategy to be a powerful engagement tool
  • How to engage consumers in a conversation with your brand story

Your online course: 

Design effective content marketing strategies which are attractive to your audience and help you achieve your campaign objectives.

You will learn to

Write effective content marketing strategies, design content plans, give an impartial critique of creativework, amplify, measure and optimise your content. All with your customer at the heart of your decision making. Making your big multi-channel campaign moments and ongoing evergreen content magnetic to your audience.

Course Topics:

The power of omnichannel campaigns
Most marketing departments treat omnichannel marketing as a holy-grail ambition. However, despite this reverence, the fundamentals of omnichannel marketing are relatively simple. Using practical exercises and industry case studies, we’ll teach you the principles of omnichannel planning; how it works, why it works, and how you can make it work for you.

Implementing the integrated planning process
Work through a 13-step tried-and-test implementation frame to help you prepare, implement, and measure your new omnichannel communication strategy. At the end of the lesson, we’ll provide you with a framework to fill in, which will support implementation in your own organisation.

Know your customers
So, you’ve got customer data coming out of your ears, but you don’t know how to use it. Using practical exercises and industry case studies, this lesson will show you how to turn your customer data into personas to support your targeting and tailor your marketing messages. Finally, you'll use our bespoke persona template to create some personas for your own organisation.

Strategic campaign briefing
A thorough brief will form the foundations for your marketing campaign. However, despite its importance, the briefing stage is too-often overlooked or rushed. Using practical exercises and industry case studies we’ll take you through the process of writing an in-depth strategic campaign briefing. At the end of the lesson, using our briefing template, you will write your own strategic brief for a campaign you’ve worked on.

Defining SMART objectives
SMART objectives are an essential tool for monitoring your progress and achieving your goals. In this lesson you will learn the different attributes of SMART objectives and how they can help you deliver your campaigns and projects.

Developing a proposition
Why should someone buy from you and not your competition? Your value proposition should answer this question, boiling down your competitive advantage into a short statement. Using practical exercises and industry case studies, you’ll gain an understanding of the role your value proposition plays underpinning your marketing. During the lesson, you'll use my bespoke five-step template to write a value proposition for your organisation.

Developing a content strategy
This lesson covers the importance of creating a tailored content marketing strategy. You’ll start by using our interactive content mapping tool to reveal any gaps in your content. Using these insights, you’ll learn how to build a content marketing strategy and plot your content against your marketing funnel.

Delivering a content strategy
Your content strategy needs to be unpinned by a strong understanding of your audience and their needs. Using our bespoke strategy template, we’ll show you how your content marketing should be informed by audience and keyword research. You'll also learn tips and techniques to boost your content production by repurposing your assets to fit different channels.

Story telling
Story telling allows a brand to go beyond a sales push to build deeper long-term relationships which may ultimately create sales and advocacy. Sharing the values that your organisation are passionate about gives a connection with your audience and should run through the heart of your content.

Evaluating creativity
Evaluating and giving feedback on creative work can often feel like treading on egg-shells. Using practical exercises and industry case studies, you will walk through a tried-and-tested process to objectively appraise your creative work. During the lesson, we'll also share a selection of tips and techniques to help you give negative feedback and ask for alterations in a constructive, diplomatic, manner. Finally, you'll apply what you've learnt, using our creative feedback form.

Amplify, measure and optimise your content
Once you have produced your content, you need a dynamic strategy to ensure it gets in front of your target audience. Using practical exercises and industry case studies, we’ll show you how to amplify your content’s reach by measuring and optimising your content marketing campaigns.

Who should do this course?

  • Digital marketing specialists who want to broaden their knowledge of, or specialise in, content marketing
  • Managers that have a solid experience in integrated marketing campaigns but need to understand content lead marketing strategies
  • Marketing Directors that need to include content strategy in their overall communications planning
  • Advertising agency professionals at all levels that need to understand the role content plays in marketing communications
  • Media planners looking for a comprehensive understanding of content marketing at a strategic level
Need more info?
Virtual Classrooms

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ADMA member
$650.00
Non-member
$895.00

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