Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content.

The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day course seeks to address the challenges of marketers in developing a content strategy and help marketers create a realistic and sustainable content plan.



  • Understand the basic principles of content marketing and how it fits into the overall marketing mix
  • Understand the shift in approach from interruptive advertising to branded content
  • Learn to research and understand your audience, and create compelling content to the right target audience at the right time and place
  • Understand the customer decision journey and context to infuse the right content
  • Use world-class frameworks to create your content strategy and plans
  • Learn how to measure the success of your content marketing plans



VPs and Marketing directors, PR directors, Marcom directors, social media managers, community managers, bloggers, digital marketing executives, PR executives, account managers, account executives, and anybody who needs to use social media to attract customers and prospects, cultivate leads, deepen customer relationships, increase brand awareness, improve public perception and drive sales.



  • Quizzes. For long, complicated training, stop periodically to administer brief quizzes on information presented to that point. Begin sessions with a prequiz and let participants know there will also be a follow-up quiz. Trainees will stay engaged in order to improve their prequiz scores on the final quiz. Further this will motivate participants by offering awards to the highest scorers or the most improved scores.


  • Small group discussions. Break the participants down into small groups and give them case studies or work situations to discuss or solve. This is a good way for knowledgeable veteran employees to pass on their experience to newer employees.


  • Case studies. Adults tend to bring a problem-oriented way of thinking to workplace training. Case studies are an excellent way to capitalize on this type of adult learning. By analyzing real job-related situations, employees can learn how to handle similar situations. They can also see how various elements of a job work together to create problems as well as solutions.


  • Active summaries. Create small groups and have them choose a leader. Ask them to summarize the lecture’s major points and have each team leader present the summaries to the class. Read aloud a prewritten summary and compare this with participants’ impressions.


  • Q & A sessions. Informal question-and-answer sessions are most effective with small groups and for updating skills rather than teaching new skills. For example, some changes in departmental procedure might easily be handled by a short explanation by the supervisor, followed by a question-and-answer period and a discussion period.


  • Question cards. During the lecture, ask participants to write questions on the subject matter. Collect them and conduct a quiz/review session.


  • Role-playing. By assuming roles and acting out situations that might occur in the workplace, employees learn how to handle various situations before they face them on the job. Role-playing is an excellent training technique for many interpersonal skills, such as customer service, interviewing, and supervising.


  • Participant control. Create a subject menu of what will be covered. Ask participants to review it and pick items they want to know more about. Call on a participant to identify his or her choice. Cover that topic and move on to the next participant.


  • Demonstrations.  Demonstrate the steps being taught or the processes being adopted.


  • Other activities.


  • Create a personal action plan


  • Paraphrase important or complex points in the lecture



Day 1

Module 1:

Introduction to Content Marketing

  • Understanding Content Marketing
  • The role of content marketing in a multi-channel marketing world
  • The shift from selling to educating and entertaining – content as marketing
  • Content in relation to marketing: people, product, pricing, promotion, place, packaging


Module 2:

Business Objectives and User-Centred Content

  • Understanding your business objectives for content marketing
  • Researching your audience – what are their goals and objectives
  • Identifying key user journeys and touch points, and creating compelling content for your target segments at the right time and right place
  • Case Study: planning a clear business objectives for content marketing


Module 3:

 Content marketing for multiple online and traditional channels, devices and context

  • Planning an effective content strategy across traditional channels, online media, social media and mobile
  • Channel considerations – platforms, sizes, formats, time of day
  • Integrated marketing approach for distributing content across traditional and new digital channels


Module 4:

  • The Content Grid framework and other approaches
  • Content marketing (Searchable, Shareable, Sustainable, Specialist, Supportive
  • Planning for content creation, scheduling and management


Day 2

Module 5 :

The Challenges and Considerations in Content Marketing

  • Your limited resources – outsourcing or in-house
  • Planning your content marketing budget


Module 6 :

 Special Content Marketing Topic – Social Media and Social Web

  • The impact of social media on marketing and PR
  • Key channels: Facebook, youtube, instagram, tik tok and others
  • Principles for increasing engagement and driving results on social media
  • Building the right profile and increasing followers, friends and contacts


Module 7 :

  • Module 1 – Graphic Designing
    • Topography in design
    • Font pairing
    • Illustration
    • Photography Design and Advertisement making
    • Photography in design
    • Where to find images
    • How to create an advertisement
    • Visual communication method.
    • Effective layout
    • Characteristics of strong design


  • Module 2 – Social media , web page and advertisement designing
    • Motion graphics,
    • Editorials
    • Simple designs like a business card or a web page for a business.
    • Color theory and how it applies to the world around us, from products and art to branding and advertising.
    • design and branding, and the way that you or your company can use these ideas to get in the eyes of more people.



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