Content Marketing Specialisation – Virtual/Physical

In our fast-paced digital world, content has proven to be one of the surefire ways to bring your message, idea, product, or service to the attention of your target audience. Thus, content marketing is one of the best avenues for reaching your target audience and intended customers and garnering their interest and patronage of your service or product. 

Course Delivery Format:

• Total Duration: 6 weeks
• Days per Week: 3 days 
• Hours per Day: 2 hours
• Total Hours per Week: 6 hours
• Course Fee: 200k
• Available: Physical and Virtual Classes 

Lesson 1: Foundations of Content Marketing 

Session 1: Introduction to Content Marketing

• Content Marketing Overview: Role and impact in digital marketing
• Content Marketing vs. Traditional Marketing
• Content Marketing Funnel: Awareness, consideration, conversion, and retention stages

Session 2: Understanding Your Audience

• Building Customer Personas: Researching and identifying audience needs and behaviours
• Audience Segmentation: Understanding demographics, psychographics, and audience pain points
• Practical Exercise: Creating detailed personas for target audiences

Session 3: Key Principles of Copywriting

• What is Copywriting?: Differences between copywriting and content writing
• Psychology in Copywriting: Triggers, emotional language, and tone of voice
• Copywriting Frameworks: AIDA (Attention, Interest, Desire, Action) and PAS (Problem, Agitate, Solution)
• Hands-on Activity: Crafting short copy using AIDA and PAS

Lesson 2: Content Strategy and Planning 

Session 1: Developing a Content Strategy

• Setting Goals and Objectives: Defining KPIs and measuring content success
• Creating a Content Calendar: Planning content themes, timing, and frequency
• Content Distribution Channels: Website, blog, email, social media, and partnerships

Session 2: Research and Idea Generation

• Conducting Research: Market, competitor, and keyword research for content ideas
• Content Ideation Techniques: Brainstorming, mind-mapping, and trend analysis
• Hands-on Practice: Generating content ideas based on audience interests

Session 3: SEO for Content Marketing

• SEO Basics for Content: Keyword research, on-page SEO, and content optimisation
• Content Structure: Using headers, meta descriptions, and keywords effectively
• Practical Exercise: Optimising a blog post for SEO

Lesson 3: Crafting Engaging Content Session 1: Writing for the Web

• Web Writing Fundamentals: Writing for skimming, clarity, and SEO
• Headline Creation: Crafting engaging, clickable headlines
• Intro to Storytelling: Techniques for making content relatable and memorable
• Exercise: Writing and revising a blog post introduction and headline

Session 2: Blog and Article Writing

• Blog Writing Essentials: Structure, flow, and formatting
• Different Blog Formats: Listicles, how-tos, and thought leadership articles
• Practical Exercise: Writing a blog post in a chosen format

Session 3: Social Media Content Creation

• Social Media Copywriting: Crafting posts for engagement and brand voice
• Adapting Content for Different Platforms: Facebook, Instagram, Twitter, LinkedIn
• Hands-on Practice: Creating posts for each platform based on a unified theme

Lesson 4: Visual Content and Multimedia Integration 

Session 1: Visual Storytelling and Content Design

• The Importance of Visuals in Content Marketing
• Essential Design Principles for Non-Designers
• Tools for Content Creation: Canva, Visme, and basic video tools
• Hands-on Activity: Designing a social media graphic in Canva

Session 2: Video Content and Content Repurposing

• Video Content Types: Short-form, explainer videos, and testimonials
• Repurposing Content: Transforming blog posts into videos, infographics, and more
• Exercise: Repurposing an existing blog post into an infographic or video concept

Session 3: Email Copywriting and Strategy

• Email Marketing Basics: Newsletters, drip campaigns, and promotional emails
• Email Copywriting Techniques: Crafting subject lines, personalisation, and calls-to-action
• Practical Exercise: Writing an engaging promotional email

Lesson 5: Advanced Copywriting Techniques 

Session 1: Persuasive and Conversion Copywriting

• Elements of Persuasive Copy: Urgency, exclusivity, social proof
• Calls to Action (CTAs): Crafting CTAs that drive conversions
• Practical Exercise: Revising CTAs for different types of campaigns

Session 2: Storytelling in Content Marketing

• Using Storytelling in Brand Building: Building Brand Narratives
• Storytelling Structures: Hero’s journey, brand story, and customer success stories
• Hands-on Activity: Writing a brand story or customer success story

Session 3: Landing Page and Ad Copywriting

• Landing Page Essentials: Headlines, benefits, testimonials, and CTAs
• Writing Ads for PPC and Social Media: Crafting concise, impactful copy
• Practical Exercise: Writing a landing page copy and an accompanying PPC ad

Lesson 6: Analytics, Optimisation, and Final Project 

Session 1: Content Performance Analysis

• Content KPIs and Metrics: Measuring engagement, traffic, and conversion
• Using Analytics Tools: Google Analytics, social media insights
• Practical Exercise: Analyzing content performance data to identify optimisation opportunities

Session 2: Content Optimisation and A/B Testing

• A/B Testing Basics: Testing headlines, CTAs, and layout changes
• Content Refresh and Updates: When and how to refresh old content
• Hands-on Practice: Developing an A/B test plan for a blog post or social media post

Session 3: Final Project and Presentation

• Project Brief: Create a comprehensive content marketing plan for a fictional brand
• Campaign Requirements: Strategy, audience personas, content samples, and distribution plan
• Presentation: Present content plan to peers and receive feedback