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  5. IDM Award in Content Marketing Strategy – Online
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IDM Award in Content Marketing Strategy – Online

Study Method
Online
Institution
Institute of Data & Marketing
Start Date
Enrol anytime if you study online
Course Fees
£495
Institute of Data & Marketing Courses

Course overview

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

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Campus locations

  • London

What you'll learn

Write effective content marketing strategies, design content plans, give an impartial critique of creative work, 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

Study method

  • Online
  • Blended
  • In-class

Locations

  • England
    • London
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Duration study load

  • 35 CPD hours

Assessment

In order to attain the Award in Behavioural Economics, you must successfully pass two x one hour online exams.

Pass marks and grades
To pass this programme you will need a minimum of 60% in the exams. In the event that the minimum pass mark is not met, you will have the opportunity to resit at a later date.

Delivery

All learning products and services are currently being delivered digitally using the following engaging formats:

Virtual Classroom: Tutor-led, live, online classroom environments.

Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience.

Who's it for?

This course is aimed at market managers and campaign managers who are responsible for planning and briefing communications campaigns. Whether you are looking to branch into this area or brush up on your skills there is something here for you.

Subjects

Module 1
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.

Module 2
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.

Module 3
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.

Module 4
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.

Module 5
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.

Module 6
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.

Module 7
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.

Module 8
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.

Module 9
Story telling

Storytelling 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.

Module 10
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.

Module 11
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.

Want more information about the subjects for this course?
Get the course guide

Payment options

Course fees – Online – £495 (Non-Member) £450 (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

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.

Reviews
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Study method

  • Online
  • Blended
  • In-class

Locations

  • England
    • London
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