By the end of the course, delegates will:
- Have a clear understanding of why content marketing is important
- Know how to set up a structured content programme
- Have ideas for five blogs aimed at their target audience
- Understand how to write clear, compelling copy
The course is divided into the following sections and includes a video, group and individual exercises, and plenty of group discussions.
- Why blog or write articles?
This explains what content marketing is and why it matters in today’s Internet-dominated world.
- Who are you writing for?
This discusses the importance of identifying your target audience and then making sure your subject matter meets their needs and concerns.
I use an exercise here that gets participants to identify archetypes of clients they would like to reach. This is then discussed as a group. I also use examples of charity adverts to show how the same message can be adapted to attract different audiences. This is done in a group discussion.
- Coming up with content ideas and putting them into a structured plan
I use the sales funnel to show that not all content has the same purpose. For example, a general blog may be used for visibility whereas a case study will help a potential client evaluate whether you are a fit for them.
Next, I use magazines to show the various types of content that can be produced and that not every blog or article has to follow the same format. I also look at some online blogs that do this well so that they can see real examples of successful company blogs with varied content. I emphasise at this point the importance of content being topical and having a strong angle.
Finally, in this section I explain the need to put together a proper content plan for months ahead in the way a newspaper or magazine does. This is necessary to ensure the key messages are put out to the target audiences at the appropriate times in the calendar.
- How to make your writing clear, engaging and readable
- The difference between writing for online or hard copy publications
- Tips for good writing and readability
- How to write like a journalist
- How to write compelling headlines
I use a variety of exercises in this section both individual and group.