Content Marketing: The Complete Guide

Institute of Data & Marketing
Course summary
Professional Training
2 days
850 GBP excl. VAT
Full time
Professional Training
Course Dates
Online courses
850 GBP
Enquire for more information

Enquire for more information

Course description

Content Marketing: The Complete Guide

Learn how to use content marketing to engage with your customers and improve results. Understand the elements of a successful content marketing strategy, and how to track and measure its success. Identify the best channels and how to distribute content effectively.

Suitability - Who should attend?

This course is designed for marketers from junior executives to business leaders. The principles of valuable content marketing have resonance and application at all levels, in all industries.

If you want to learn how to harness the opportunities that content marketing offers, then this course is for you.

Once you enrol onto ‘Content Marketing: The Complete Guide’ course you will receive the ‘DMA Copywriting Guide’.
The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Outcome / Qualification etc.

You will learn to:

  • Understand why content marketing is important and what its key benefits are.
  • Understand the elements of a successful content marketing strategy.
  • Understand the importance of personas in content marketing.
  • Identify what qualifies as valuable content.
  • Learn how to track and measure the success of your content marketing strategy.

Training Course Content

Introducing content marketing

  • Learn why content marketing is important
  • Understand the consumer challenge content marketers face

Creating a content strategy

  • Learn why you need a content strategy
  • Discover what your content strategy should cover and deliver
  • Advance your content plans into content strategies

Setting objectives and KPIs

  • Learn how to set SMART objectives and KPIs to achieve

Using insights to understand your audience

  • Understand who a content marketing audience includes
  • Understand the importance of personas and how to create them
  • Understand how content marketing fits in the customer journey

Getting creative

  • Learn how brands create great stories
  • Understand what a content “sweet spot” is
  • Apply the hero, hub, and hygiene model to your content creation

Identifying the channels best suited to your content

  • Understand how to use the converged media model
  • Know what to question when content planning
  • Assess the best channels to use for both B2B and B2C content marketing
  • Learn about the importance of using a content calendar

Managing your strategy

  • Effectively manage the delivery of your content strategy
  • Learn about the content lifecycle
  • Understand the importance of a Content Management System (CMS)

Curating and optimising your content

  • Learn about content curation
  • Understand the amplification of content
  • Understand how to measure and test your content marketing activities

You can upgrade to an Award for just £375 + VAT.

Our Award in Content marketing is the equivalent to a QCF level 5 i.e. a Foundation degree.
In order to upgrade, you will need to complete two 1 hour online exams. Both exams will be multiple choice.
If you are interested in upgrading, or would like some more information, please contact IDM Customer Services on 020 8614 0277

Course delivery details

Virtual Classroom:Tutor led, live, online classroom environments

Why choose Institute of Data & Marketing

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us


Members: £720 + VAT

Non-members: £850 + VAT

About provider

Institute of Data and Marketing

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...

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Institute of Data & Marketing

DMA House
70 Margaret Street London

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