Content Marketing Training for B2C and B2B Professionals

Who is this course for and what are its objectives:

• This course is for marketers, sales, communications and business professionals who need to understand the importance of and how to develop rich content marketing programmes to gain the attention of prospects and accelerate them through the sales process
• Demonstrate to participants the importance of businesses thinking like publishers in order to be sure that they are findable online and to help push prospects through the buyer journey
• Show participants how to develop a content editorial calendar across multiple channels to ensure that their content pipeline does not dry up
• Walk through Content Marketing Case Studies from both B2C and B2B environments
• Teach participants how to create content funnels that map on to their buyer personas and buyer journeys
• Walk through of content marketing channels and content formats, and analyse which content is most appropriate to use at different stages along the buyer process

Course Content:

• Understanding the importance of content in differentiating your business online
• Why understanding your content marketing strategy is the pre-cursor to implementing any online marketing initiatives
• Understanding the differences and advantages of Inbound over Outbound Marketing solutions and the benefits to creating awareness, acquisition and retention programmes to businesses
• Creating Buyer Interaction Models across the buyer lifecycle using multiple channels (social, email, website, mobile)
• How to create engaging content for prospects and consumers
• How to choose digital platforms to distribute your content (social media, email, video etc.)
• B2C and B2B content marketing case studies
• Leveraging social media for your B2B content creation and distribution
• Understanding B2B Buyer Cycles and mapping these onto buyer personas
• Understanding the Sales/Buyer Funnel and how it should influence the design of your online properties
• Creating B2B Awareness, Customer Acquisition and Retention Programmes
• Understanding how different content is appropriate at different times in the buyer cycles (website, eZines, blogs, email, webinars, videos, podcasts etc.)