IDM Award in Content Marketing Strategy Masterclass

The power of omnichannel campaigns

Most marketing departments treat omnichannel marketing as a holy-grail ambition. However, despite this reverence, the fundamentals of omnichannel marketing are relatively simple. Using practical exercises and industry case studies, we’ll teach you the principles of omnichannel planning; how it works, why it works, and how you can make it work for you.

Implementing the integrated planning process

Work through a 13-step tried-and-test implementation frame to help you prepare, implement, and measure your new omnichannel communication strategy. At the end of the lesson, we’ll provide you with a framework to fill in, which will support implementation in your own organisation.

Know your customers

So, you’ve got customer data coming out of your ears, but you don’t know how to use it. Using practical exercises and industry case studies, this lesson will show you how to turn your customer data into personas to support your targeting and tailor your marketing messages. Finally, you'll use our bespoke persona template to create some personas for your own organisation.

Strategic campaign briefing

A thorough brief will form the foundations for your marketing campaign. However, despite its importance, the briefing stage is too-often overlooked or rushed. Using practical exercises and industry case studies we’ll take you through the process of writing an in-depth strategic campaign briefing. At the end of the lesson, using our briefing template, you will write your own strategic brief for a campaign you’ve worked on.

Defining SMART objectives

SMART objectives are an essential tool for monitoring your progress and achieving your goals. In this lesson you will learn the different attributes of SMART objectives and how they can help you deliver your campaigns and projects.

Developing a proposition

Why should someone buy from you and not your competition? Your value proposition should answer this question, boiling down your competitive advantage into a short statement. Using practical exercises and industry case studies, you’ll gain an understanding of the role your value proposition plays underpinning your marketing. During the lesson, you'll use my bespoke five-step template to write a value proposition for your organisation.

Developing a content strategy

This lesson covers the importance of creating a tailored Content Marketing Strategy Masterclass. You’ll start by using our interactive content mapping tool to reveal any gaps in your content. Using these insights, you’ll learn how to build a Content Marketing Strategy Masterclass and plot your content against your marketing funnel.

Delivering a content strategy

Your content strategy needs to be unpinned by a strong understanding of your audience and their needs. Using our bespoke strategy template, we’ll show you how your content marketing should be informed by audience and keyword research. You'll also learn tips and techniques to boost your content production by repurposing your assets to fit different channels.

Story telling

Story telling allows a brand to go beyond a sales push to build deeper long-term relationships which may ultimately create sales and advocacy. Sharing the values that your organisation are passionate about gives a connection with your audience and should run through the heart of your content.

Evaluating creativity

Evaluating and giving feedback on creative work can often feel like treading on egg-shells. Using practical exercises and industry case studies, you will walk through a tried-and-tested process to objectively appraise your creative work. During the lesson, we'll also share a selection of tips and techniques to help you give negative feedback and ask for alterations in a constructive, diplomatic, manner. Finally, you'll apply what you've learnt, using our creative feedback form.

Amplify, measure and optimise your content

Once you have produced your content, you need a dynamic strategy to ensure it gets in front of your target audience. Using practical exercises and industry case studies, we’ll show you how to amplify your content’s reach by measuring and optimising your content marketing campaigns.