Creating a content marketing strategy

• What is a content strategy and why is it important
• How content strategy and content marketing are separate but connected
• The fundamentals to delivering a successful documented content marketing strategy
• What are the common mistakes businesses make when creating a content strategy
• A introduction into the Hero, Hub and Hygiene

What should a content marketing strategy include?

• Business case for innovating with content marketing, justification, risks and vision
• Planning content marketing, goals and the unique value proposition delivered through content
• Personas and content maps, audience needs and content engagement cycle
• Brand story, characterise content marketing, messaging and audience impact
• Channel plan: platforms, processes, and objectives for each channel

How does a content strategy impact other teams/departments in an organisation?

• Who are the key internal stakeholders and their roles and responsibilities
• What is the role of the agency in the content framework
• How to influence teams / departments new to content strategy
• How to set up a business / department to deliver a successful content strategic framework
• What content metrics really matter to a business

Strategic content strategy in action

• Which organisations are benefiting from a strategic content approach
• How the content strategy supports the overarching marketing strategy
• Key learnings that can be applied to the delegate's organisation

The future of content strategy

• Responsive marketing and the in-house newsdesk
• Emerging content trends that should not be ignored