Content Marketing Fundamentals

Content marketing is an essential skill for growing revenues and maintaining customer engagement in today’s marketplace. With an ever-increasing volume of content flooding blogs and e-mail inboxes, it is no longer enough to just pump out content. To be effective in achieving business goals, the content must be of high quality, target the right customers, and fit within the overall marketing strategy. This program provides business owners, entrpreneurs, or employees tasked with implementing a content marketing strategy for their company with the skills, knowledge and tools they need to design a strategy that will maximize results and minimize the amount of time invested.

Instructional Objectives:

This module covers the following topics:
  • What is content marketing;
  • The difference between good and bad content marketing (high-value education-based vs. low-value spam);
  • What it takes for content marketing to be effective in growing your business;
  • How to optimize your social media marketing: pinpointing your target market demographic, leveraging automation tools, and maximizing conversion while minimizing time invested;
  • The qualities of effective newsletters and blogs;
  • Templates for effective newsletters;
  • The three main effective blog-writing formulas and when to use them;
  • Newsletters vs. blogs – which to use when;
  • Planning your content: creating editorial calendars for newsletters and/or blogs;
  • How long it takes to write good content and how to fit it into your schedule; and
  • How to decide if and when you should consider outsourcing your content marketing.

Measurable Learning Outcomes:

By the end of this module, participants will have the skills and knowledge to:
  • Optimize their social media marketing to maximize conversion while minimizing time invested.
  • Write effective blogs targeting their ideal customers;
  • Effectively write and send out newsletters on a regular basis;
  • Write effective e-mails to notify their clients of special promotions and events, or to entice their participation in referral programs or other marketing campaigns;
  • Create a one-year editorial calendar for their blogs;
  • Create a one-year editorial calendar for their newsletters:
  • Schedule writing time into their regular routine to ensure they meet editorial deadlines:

Assessement Methods:

Our instructors are continuously assessing the student’s comprehension and ability to apply their learning through assignments, case studies, and interactive classroom activities that check for understanding. This is crucial in today’s fast-paced business environment as each new skill participants not only learn, but are able to apply in the workplace will have a huge positive impact on the business’s ability to thrive. Unlike structured public courses at colleges and universities that provide more general knowledge and must follow a rigid timeline, our on-site group training format allows our instructors to take the time to ensure that participants are able to take the skills and knowledge they gain in class and apply it to their unique situation to get the results they want in their work and business. We assess the student’s learning and progress using the following methods:

  • Application assignments for in between each training session to apply what was learned in their role in the business. (These assignments are sent in to the instructor in between each session so that the instructor can review them and provide further feedback if the student has not completed the assignment correctly.)
  • Interactive exercises, questions and discussion during the training sessions to ensure that the student understands how to apply the concepts in their role and/or business.
  • Student self-evaluation of their learning at the beginning and end of the program. (This is a brief 5 minute paper survey that the student takes at the beginning and end of each module to provide them with a measure of the knowledge they have gained from the training).
  • (Note: Our instructors are always available via phone and e-mail in-between training sessions should students need assistance with their assignments. This ensures that students are able to complete assignments and be fully prepared to build on their learning in the next session.)

This program builds competencies in the following areas:

Duration: 8 Hours

Format: Entrepreneur Training, Group Training, One-on-One Training