Advanced Content Strategy Masterclass


The Innovation Enterprise Academy will deliver a series of one-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

Content has never been more significant as a customer engagement platform. In this course, we consider the fundamentals of content strategy, planning and execution and essential strategies for success. Designed to equip delegates with a solid grounding in understanding all the key aspects of content in a digital world, the course will equip delegates with a rounded understanding of need-to-know tools, techniques and principles.

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Course Strategy

The Content Strategy context

  • Defining a strategic approach to content
  • Key principles of content strategy in a digital worldt
  • Key trends impacting the role, production, and deployment of content
  • Understanding digital-native approaches to content strategy

Content Strategy Essentials

  • Essentials frameworks for understanding the content strategy and planning process
  • Using customer insight to inform content planning
  • The role of different types of content – aligning paid, owned and earned content, destination and distributed content
  • Aligning content strategy to brand values and objectives
  • Using customer journey mapping in content planning

Content Planning Essentials

  • Governance in the content process
  • Content production and distribution – choice and range of format type, channel selection, optimizing for mobile, use of videos
  • Content planning using calendars and RACIs

Content Execution Essentials

  • Principals of UX, optimizing customer journeys
  • Fundamentals of writing for the web, optimizing for SEO
  • Measurement frameworks, setting metrics for success, the importance of test and learn
  • The importance of testing, test and learn methodologies for content as part of a wider strategy
  • Innovative approaches to content

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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: TBA

Address: 70 Clifton Street, London EC2A 4HB

Price: £350

You'll be sent a welcome pack from us with a full schedule breakdown and more basic information.

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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.

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