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Advanced Content Marketing Masterclass

London, January 20th 2017

The Innovation Enterprise Academy will deliver a series of one & two-day training courses aimed at helping attendees confront the challenges they, and their organisations, must overcome to maintain their competitive edge. These one-day courses will focus on a range of topics, including embracing and fully harnessing the power of data & digital channels, creating high-quality content, and developing creative strategies for future growth.

Course Overview

As brands seek ever more engaging ways to reach and interact with consumers, content marketing has become one of the fastest growing areas of marketing. This course focuses on fundamental principles, latest techniques and need-to-know practices of this new and growing skills area. Whether you are a marketer in a large organisation or run your own business, you will gain essential knowledge in how to build brands, reach and engage customers through quality online content.


Course Content


The Content Marketing context

  • Definition and fundamental principles of content marketing
  • Content marketing in the wider marketing mix, the consumer context, omnichannel content
  • Traditional and digital-native approaches to content: understanding the similarities and differences

Content Strategy and Planning

  • A foundational framework for strategy and planning
  • Defining a content marketing mission, mapping to brand strategy
  • Content in the customer journey, using consumer insight to inform content strategy
  • Channel selection, combining campaigning with always-on, building in optimisation

Content Marketing Tactics and Execution

  • Inbound and outbound marketing, similarities and differences between B2B and B2C content
  • Developing a content ecosystem, aligning content format to objectives, capitalizing
  • Using content calendars

Measurement and optimisation

  • Measurement frameworks, the importance of test and learn
  • Testing methodologies and content optimisation
  • Producing actionable insights to inform future planning

Your Instructor


Neil Perkin
Neil Perkin

Neil Perkin is a regular keynote speaker across Europe on content strategy, digital transformation, and digital strategy, and has been named by BIMA (British Interactive Media Association) as one of the most influential people in the UK digital industry for two years in a row. He curates the global quarterly series of Firestarters thought leadership events on behalf of Google, is a keynote speaker on the Google Squared programme and has worked with market-leading global businesses including The Financial Times, BBC, Warner Bros, the UK Government, Unilever and YouTube


Course Information

Time: 10.00 - 16.30

Date: January 20th, 2017

Address: 70 Clifton Street, London EC2A 4HB

Price: £350


You'll be sent a welcome pack from the Innovation Enterprise Academy with a full schedule breakdown and more basic information.




Innovation Enterprise Academy

We are a leadership and management training provider. We offer a range of workshops, immersive onsite programs, online educational programming, and OnDemand presentations - all of which are delivered by leading industry experts. They provide tried and tested insights that can be applied to your organisation, delivering immediate, measurable results and giving you the knowledge and skills to confront real world challenges.