Updated July 2024

Overview

Digital Usage Trends and Communications Channel Mix

• Digital comms in govt and NFPs
  – Use cases
  – Opportunities and challenges
  – Understanding the digital comms landscape
• Meta in focus
  – Engagement and interaction benchmarks
  – Shifting to a video-first approach
  – Algorithm updates
  – Meta AI
• LinkedIn, TikTok, YouTube & X
• Maximising Search
• Email and SMS

Social Media Engagement, Content Marketing and Community Management

• Organic social benchmarking
  – Facebook Instagram
  – Tik Tok: Government ban issues
• Content marketing Entertainment first
  – Algorithm explainer
  – Video research
  – Copywriting
  – Creative trends
• Messaging
  – LinkedIn
  – Meta opportunities

Boosting Search Engine Discoverability

• Understanding SEO – On-page Off-page
  – Technical SEO
• Unlocking search intent
  – What is it, and why does it matter?
  – How does intent differ between keywords?
• Trust and credibility in NFPs
• SEO content and copywriting planning
  – Optimising content to match search intent
  – Keyword research
  – Longtail queries
  – Organising and structuring site content
  – Maximising rich results

Optimising Advertising Performance in NFP & Government Campaigns

• Online ad landscape in 2024
  – Social
  – Search
• Unlocking paid Search
  – Understanding search intent
  – Google Grants for NFPs
  – Maintaining a high CTR
• Social media ads
  – Performance optimisation Creative considerations
  – Ads Manager insights, Pixel and CAPI Social ad strategy development
  – Awareness vs action
  – On-platform conversions

Email Marketing: Segmentation, Personalisation & Engagement

• Strategic thinking
• Getting the right message to the right person
  – Segmentation
  – Personalisation
• Email list hygiene
  – Managing contacts
  – Encouraging unsubscribes Sender reputation
• Database management
  – Tags Segments
  – Custom fields
• Email sequences
• Deliverability
• Boosting open and conversion rates

Analytics and Measurement for Digital Campaigns

• Measurement considerations
  – Brand awareness vs direct response
• Unlocking Google Analytics Overview of key reports
  – Drilling down in performance data UTM tracking
• Measuring brand awareness
  – Why reach campaigns are back in fashion
  – Attention metrics and rich audience insights
  – Brand lift studies
• Direct response campaigns
  – Social media pixel tracking
  – Conversion APIs
  – Reporting on conversion data

Crisis Management and Public Relations in Digital Marketing

• Listening and monitoring
  – Signal vs noise
  – Trust online
  – Why bad news isn’t always bad
• Navigating online culture wars
  – Understanding the age of identity politics
• Social engagement evolves
  – Privacy paradigm shift
  – Rise of messaging
  – Ascent of social video
• Community management
  – Brand safety and moderation features
  – Processes and systems
  – Defamation
  – New premium profiles