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Content Marketing: The Complete Guide

Study Method
In-class, Online
Locations
Online, London
Institution
Institute of Data & Marketing
Start Date
4th February 2021

Course overview

Upskill. Boost your performance. Grow your career with IDM!

Learn how to use content marketing to engage with your customers and improve results. Understand the elements of a successful content marketing strategy, and how to track and measure its success. Identify the best channels and how to distribute content effectively.

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Campus locations

What you'll learn

  • Understand why content marketing is important and what its key benefits are
  • Understand the elements of a successful content marketing strategy
  • Understand the importance of personas in content marketing
  • Identify what qualifies as valuable content
  • Learn how to track and measure the success of your content marketing strategy

Study method

  • In-class
  • Online
  • Blended

Locations

  • England
    • London
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Duration study load

2 days (14 CPD hours)

Testimonials

  • Louise Haythornwaite, Kingston College
    Content Marketing: The Complete Guide
    "The course gave real practical examples that showed what we could practically do."
  • Joe Phillip, Space Promotions
    Content Marketing: The Complete Guide
    "Very useful, I learnt loads in just one day!"

Who's it for?

This course is designed for marketers from junior executives to business leaders. The principles of valuable content marketing have resonance and application at all levels, in all industries.

If you want to learn how to harness the opportunities that content marketing offers, then this course is for you.

Once you enrol onto ‘Content Marketing: The Complete Guide’ course you will receive the ‘DMA Copywriting Guide’.

The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Subjects

You can upgrade to an Award for just £375 + VAT.

Our Award in Content marketing is the equivalent to a QCF level 5 i.e. a Foundation degree.

In order to upgrade, you will need to complete two 1 hour online exams. Both exams will be multiple choice.

Core Units
Introducing content marketing
  • Learn why content marketing is important
  • Understand the consumer challenge content marketers face
Creating a content strategy
  • Learn why you need a content strategy
  • Discover what your content strategy should cover and deliver
  • Advance your content plans into content strategies
Setting objectives and KPIs
  • Learn how to set SMART objectives and KPIs to achieve
Using insights to understand your audience
  • Understand who a content marketing audience includes
  • Understand the importance of personas and how to create them
  • Understand how content marketing fits in the customer journey
Getting creative
  • Learn how brands create great stories
  • Understand what a content “sweet spot” is
  • Apply the hero, hub, and hygiene model to your content creation
Identifying the channels best suited to your content
  • Understand how to use the converged media model
  • Know what to question when content planning
  • Assess the best channels to use for both B2B and B2C content marketing
  • Learn about the importance of using a content calendar
Managing your strategy
  • Effectively manage the delivery of your content strategy
  • Learn about the content lifecycle
  • Understand the importance of a Content Management System (CMS)
Curating and optimising your content
  • Learn about content curation
  • Understand the amplification of content
  • Understand how to measure and test your content marketing activities
Want more information about the subjects for this course?
Get the course guide

Payment options

Get the marketing tools you need to succeed with up to 50% off all Learning – only for the first 500 IDM Members who apply for this subsidy!

Course fees – £850 (Non-Member), £720 (Member)

  • No government funding available for this course
Find out more about the payment options for this course
Get the course guide

About Institute of Data & Marketing

Upskill. Boost your performance. Grow your career with IDM!

For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.

Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.

Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.

The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.