Learn the fundamental principles, essential practices and latest trends to create a content marketing strategy for your business.
Content marketing has become one of the fastest-growing areas of marketing as brands seek more engaging ways to reach and interact with consumers. Whether you are a marketing practitioner in a large organisation or run your own business, this masterclass will provide essential insight into building a brand and engaging with customers through quality online content.
Digital media expert Neil Perkin will introduce you to key strategies and different types of content as well as practical tactics and execution of content marketing. This masterclass will include case studies, group exercises and discussion in a fast-paced, interactive environment.
The definition and fundamental principles of content marketing, its role in the wider marketing mix and the shift to omnichannel content
Essentials of content strategy: developing your content plan, mapping your content to objectives and brand strategy, content in the customer journey and channel selection
Content marketing execution and optimisation, inbound and outbound marketing, creating and utilising a brand content ecosystem, format selection, optimising for search engines, mobile and performance, using content calendars
Measuring effectiveness, the importance of optimisation and testing methodologies, drawing actionable insights
Neil Perkin is founder of digital media and marketing consultancy Only Dead Fish. His upcoming book on organisational agility and digital transformation, Building The Agile Business, is published by Kogan Page in April 2017. He is a regular keynote speaker on digital strategy and has been named one of the most influential people in the UK digital industry by the British Interactive Media Association for the past two years. Neil is the co-creator of the Fraggl Twitter curation app.
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Welcome to Guardian masterclasses – a unique programme of learning embedded within one of the world's most forward-thinking media organisations.
Masterclasses offer a broad range of short and long courses across a variety of disciplines from creative writing, journalism, photography and design, film and digital media, music and cultural appreciation.
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The programme is aimed at anyone interested in personal or professional development whether that be refining your skills, focusing your ambition or simply broadening your mind and gaining inspiration.