General Management

Content Marketing Strategy

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$345 + tax (5%)

Course Start Date

Please check back later for upcoming offerings of this course.

General Management

Content Marketing Strategy

Delivering value, inspiring action

Today’s consumers are accustomed to a wide range of choice and control over how they interact with brands. This requires marketers to rethink how their content marketing strategy aligns with the company’s business objectives, and how to target the content in order to deliver value and a great customer experience.

This course provides the guidance you need for truly effective content marketing. Define your organization’s brand “why”—the strategic vision that enables you to create authentic content for your target market. Articulate your organization’s purpose, and develop a cohesive content marketing strategy that drives value for your brand. Connect content with customers to inspire their active engagement. Apply the right type of building blocks to sustain your content marketing journey.

^{Please note: This on-demand program does not qualify as an elective for UBC Sauder Professional Growth Certificates.}

Download the program description

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Who should attend

This course is ideal for:

Managers and staff who need to master the skills of planning, creating and promoting engaging content
Senior-level leaders who review communication materials going out to customers
Social media influencers
Non-profit community managers
Entrepreneurs and small business owners
Content marketing managers, brand managers and other communications professionals looking for a refresher

Why choose this course

Define your brand “why”

Distill the essence of your organization
Align content to your organization’s vision

Bring content to life

Gain a springboard for creating engaging materials
Convey trust, authenticity and a sense of openness

Connect with customers

Improve the customer experience
Deliver value and inspire action

Embrace digital

Select from a multitude of online channels
Leverage the power of influencers

Accelerate competitive success

Bolster your corporate brand and reputation for excellence
Provide community service as well as individual customer support

Benefits for your organization

Impact to your organization, team or business:

Better attract, engage and inform your customers
Transform casual into loyal customers
Communicate your expertise in your industry
Build brand awareness and disseminate a consistent message to support it
Improve SEO and your online presence
Boost sales and revenue

Course content

Defining what content is for your brand and who creates it
Aligning your organization’s content strategy to its business goals
Exploring the three levels of a content marketing strategy: how and why; who and what; where and when
Systematic steps for planning a powerful content marketing strategy, including paid, owned and earned channels
Delineating key points along the customer journey to deliver content that optimizes customer engagement
Applying the building blocks of message creation: authenticity, storytelling, thought leadership and brand community
Identifying your brand’s biggest influencers
Measuring outcomes to ensure you are providing value for your customers

Meet the instructor

Profile

Jim Southcott

Associate

Jim has worked as a senior strategist for more than 35 years. His areas of expertise include brand management, new product development, digital readiness, cultural branding, organizational creativity and innovation. Currently a partner at Redshift Collective, he works with senior leaders to set their long-term business and marketing strategy. He has conducted major initiatives and campaigns for Telus, BCLC, HSBC, Destination BC, Rogers, Labatt, UBC, 1-800-GOT JUNK, Fortis BC and YMCA/Vancouver, among others.

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