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About the course

Effective inbound marketing strategies are dependent on a strong body of content. High quality content draws prospects and customers to your products and services without your having to sell them directly. Content establishes the connections that enable long term, mutually beneficial value exchanges to take place. Content is targeted to personas and the stages of the buying cycle of those personas.

Content marketing is a marketing discipline and business process whose purpose is to create, repurpose, promote and distribute high value content to attract, retain and grow profitable customer relationships.

This seminar will provide an understanding of the role of content marketing in engagement marketing and show you how to create a content marketing machine.


This seminar will raise your level of awareness about the breadth and depth of content marketing and its impact on increasing profitable growth and retention of your customers. The seminar will impart an understanding of the strategy through execution processes to create and maintain an agile and responsive content marketing function that serves not only marketing, but sales, service and product management.

You will learn to apply and take away tools and techniques for the tactical management and execution of the content management process:

  • Content inventory
  • Persona template
  • Content matrix
  • Editorial calendar
  • Content Marketing KPIs


The seminar will focus on the following topics:

  • Why content matters
  • Content’s role in the engagement economy
  • How to be successful in content marketing
  • How content marketing integrates with other marketing disciplines and processes


  • Fundamentals of content marketing
  • Developing a content marketing strategy that aligns and reinforces brand
  • Developing quality content and storytelling
  • The content marketing factory: processes, tools, techniques
  • Your content marketing team
  • Agile content marketing
  • Organic and paid content promotion
  • Best practices
  • Extremely successful case studies
  • Metrics that matter
  • Content Marketing Systems (CMS) for any budget

Who should attend

If you are in the field of marketing or PR and want to introduce storytelling, relationship marketing and entertainment through social media, digital and traditional marketing channels, you should join our next class. This seminar covers the spectrum of content marketing planning—from strategy to execution—and is applicable to junior marketers as well as marketing directors. Best-in-class content marketing examples are provided and you will have time to develop a strawman of your own strategy for your business.

Journalists in the gig economy that would like to offer their skills and expertise to marketing organizations requiring assistance in content creation will also benefit from this seminar.

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