Training .Courses

Performance-focused content marketing Part II: implementing the strategy

Beginner / Experienced | Edinburgh

Performance-focused content marketing Part II: implementing the strategy

How to put a solid, content strategy into action.

You know how important it is to create and curate a powerful marketing campaign for your business or clients, now learn essential tips and tools for putting it into action. The second session in our two-part performance-focused content marketing series will show you how to implement and manage a strategy with ease.

Find out how you can follow a structured process to performance-focused content marketing and learn more about available tools and best practice processes to help you. From content creation to content repurposing and content promotion as well as content performance measurement, this session covers everything you need to know about implementing a successful strategy.

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?

Anyone who took Content Marketing Part 1

Following on from performance-focused content marketing Part I, this session will show you how to implement a strategy as well as build one.

Senior Marketers and decision makers

If you're involved in the planning, production and distribution of digital content in your organisation or you'd like excel in implementing a performance-focused content marketing strategy, this is the course for you.

Businesses planning powerful content strategies

Ensure that the people responsible for implementing 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:

  • How to implement a content strategy across a wide range of digital channels and content types
  • How you can put an actionable plan in place based on your content strategy
  • The tools and infrastructure required for a fully functional content marketing campaign

You will be able to:

  • Implement a performance-focused content ideation and re-purposing process
  • Develop a workflow that ensures content will be on time, on budget and focused on objectives
  • Understand relevant content metrics and measure the content’s performance

What you will learn

01.Recap on content marketing strategy

  • Recap of the framework and process of building an effective digital marketing strategy
  • Examples of content marketing strategies
  • Do I know what a content marketing strategy framework is?
  • What components deliver 'good' content marketing?

02.Content marketing infrastructure

  • Building blocks of a content marketing strategy include:
  • Content plans & calendars
  • Content governance policies
  • Content libraries
  • Do I have the right team and skills in place to deliver a content marketing strategy?
  • What tools are out there?
  • What do I think the ideal infrastructure for effective content marketing is?

03.Best practice implementation & project management

  • Auditing and analysing existing content
  • Audience-focused content ideation: new content, re-purposed content
  • Content marketing project management
  • Content type best practice
  • What do I consider as great content?
  • How do I come up with concrete content ideas based on the strategy?
  • How will I go about promoting content?
  • Could we be more efficient?

04.Performance measurement

  • Setting the right objectives and KPIs
  • Measuring the performance of your content
  • What are the right metrics to measure?
  • How do I measure this to justify budgets?
  • How can I measure the ROI of content marketing?

05.Continuous improvement cycles

  • Framework for continued improvement based on a regular reporting structure
  • Where can I find the relevant insights of my content marketing performance?
  • How do I put them into action on an ongoing basis?

Implement, manage and perfect a content marketing strategy that perfectly reflects your brand personality

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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

Sitting on buried treasure? Content is only gold when people can see it - discover how to make sure they do

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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