Training .Courses

Performance-focused content marketing Part I: building a strategy

Starting Out / Experienced | Edinburgh

Performance-focused content marketing Part I: building a strategy

Plan, create and share business-boosting content.

Discover and define what carefully curated and distributed content can do for your business in the first session in our two-part performance-focused content marketing series. Content is a crucial tool for engaging target audiences and growing business value, but simply creating the right content is only the first step in the journey.

This course explores how to map out ways to create, distribute and promote content so that it reaches and inspires your audience.

You'll understand how to use content within your digital marketing initiatives and, using case studies, we'll discover how content can be effectively used to improve your overall marketing performance and drive revenue.

All of our .Courses are guided by the people who are taking part, be sure to tell us all about yourself and your ideal objectives beforehand and we'll tailor your digital marketing session to you (and your fellow attendees) as much as possible.

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The Digital Co Training process

01. Choose your .Course

Once you've decided on the right training .Course, tell us a bit about you, your business and your objectives.

02. Test Yourself

Use our online skills test to hunt out the areas that need working on for you, your business and anyone else who's coming to your session.

03. Tailor-made Training

By listening to your needs and objectives and mixing in your skill test result, we'll build you a bespoke training session.

04. Post-training Aftercare

Back in the office and struggling to put ideas into action? Do not worry; we're still here to help you with any questions you may have.

What will my day look like?

Expect a step-by-step approach to building your content marketing strategy brought to life by...

... Practical examples, made relevant to you through discussion and debate.


  • 1 Day Intensive Course
  • 9.30am – 4.30pm (Meals & snacks on us!)
  • No more than 10 participants
  • City Centre location – The Scotch Whisky Experience

An engaging, interactive session based on a presentation with digital takeaways, including a framework for developing your content marketing strategy.

The small group of 10 participants ensures you get the answers you are looking for and to spark great conversations without anyone getting lost in the crowd.



You’ll also get virtual access to the trainer if you have any questions after the session as well as everything you need to start applying your new knowledge in the real world.

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Should I take this course?

Marketers and graduates starting out

Recently moved into a marketing position or not long out of university? This training will help you gain a holistic understanding out how content marketing in planned towards overall business objectives.

Senior Marketers and decision makers

Discover how to develop a strategic approach for content marketing, expand your marketing planning skillset and understand the business benefits of content marketing, whether for your organisation or for agency clients.

Businesses in need of a fresh take on content

Ensure that the people responsible for shaping content marketing strategy and decisions in your organisation understand the business opportunities and potential pitfalls of any new content venture with business-orientated training.

How will I benefit?

You will walk out the door understanding:

  • The impact content marketing initiatives can have on the bottom line
  • The process of developing ongoing content marketing strategies
  • The elements, approach and building blocks required to build a content strategy
  • The types of content to be created and ways of promoting it online
  • The importance of setting KPIs and measuring content performance

You will be able to:

  • Use the content marketing strategy framework for your business
  • Develop a performance-focused content strategy that's right for you
  • Integrate content into your wider digital marketing strategy
  • Start audience analysis and segmentation
  • Set up, measure and analyse your content marketing performance

What you will learn

01. Introduction to content marketing strategy

  • What is content marketing?
  • What is content marketing strategy?
  • Why do I need content marketing?
  • Why is important to have a content marketing strategy?

02. Content marketing strategy framework

  • Overview of content types & formats
  • Overview of content channels
  • Framework and process to building an effective content marketing strategy
  • What do I need to consider for content strategy development?
  • Do I have a framework in place to implement a content strategy?

03. Content marketing strategy building blocks

  • Building blocks include:
  • Objectives, Benchmarking & KPIs
  • Business strengths, weaknesses, USPs
  • Industry Landscape & Competitors
  • Target audience segmentation & content consumption analysis
  • Content asset planning
  • Content promotion planning
  • Tracking, reporting & analysis
  • Do I understand the building blocks to a content strategy?
  • Why they are important?
  • How will they feed into the strategy development?
  • How do the needs and behaviours of my target audiences inform my content strategy?

04. Content marketing strategy in action

  • Content marketing strategy development
  • Real-world examples from different industries for different audiences and objectives
  • What role should content play for my organisation?
  • How have different brands put in place content marketing strategies?
  • What do strategies look like based on different objectives?

05. Getting your Content Marketing Strategy Started

  • Starting from scratch
  • Reviewing existing content
  • Management buy-in
  • Resourcing & structure
  • Data & infrastructure
  • Prioritisation
  • How do I kick-start this process?
  • How do I make the business case for content marketing and overcome objections?
  • Do I have all the information or resources I need to produce a content strategy?

Stop chatting to yourself. A good content strategy identifies what to say and, equally importantly, where and when to say it

Book this .Course

Pam Reichhartinger-Lawlor

Cross digital pioneer

As the Head of Client Services, Pam has an exceptional ability to see to the heart of a client's individual needs. She's got 10 years of experience and has overseen largest international digital marketing campaigns around.

Working with brands like British Airways, BBC and Tesco Direct, Pam has put her longstanding SEO skills to good use. Now, she specialises in helping businesses develop and refine digital and content strategies that make a difference.

Meet Pam

Engage, inspire and retain target audiences with a cleverly honed content strategy

Your venue

Where are we hosting you? The Scotch Whisky Experience Vaults, of course! A peaceful wee gem, overlooking the city, with state of the art tech and the perfect working vibe. There will be plenty of space for spreading out and delicious, Scottish meals and snacks to keep your creative fire stoked.

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