Updated November 2023

Overview

• Content marketing’s evolution
  – Inbound marketing overlap
  – Strengths and weaknesses
  – Content consumption trends
• Rise of short form video
  – TikTok-ification of content marketing
• Content planning and audience mapping
• Measurement and evaluation
  – Engagement
  – Reach
  – Action
  – Macro and micro conversions
  – Generative AI impact
  – Social media
  – Search

• Maximising content marketing performance
  – Benchmarking
  – Paid amplification
  – Creative research and planning
• Social content optimisation
  – Algorithmic changes
  – Video and reels
  – Video KPI’s
  – User generated content
  – Authenticity and relevancy
  – Social copy writing
  – Long form copy
  – Social media meets SEO
  – Stories
• Messaging opportunities

• Content marketing, SEO and SEM
• Organic search ranking signals
• Google business profile
  – Google Maps
• Anatomy of a search result
• Google search console
  – Performance tracking
• SEO copy optimisation
  – Page titles
  – Header tags
  – Image tags
  – Meta descriptions
• Leveraging structured data

• Content planning
  – Strategic focus
  – Evaluation
  – Audience planning
  – Idea generation
  – Workflow management
  – Production
  – Testing
• Content distribution
  – Search and social
  – Email amplification
  – Leveraging your people