Content Marketing Course February 2019


This training course is designed for brands, agencies and media owners with some experience/knowledge of working with content-based campaigns. 

What Should You Expect?

  • To understand the role of content marketing within the marketing mix

  • To plan, create, execute and measure effective content marketing programmes

  • To inspire creativity in digital advertising and disseminate best practice

  • To highlight latest thinking and inform of new developments


IAB UK Events and Education Space, 14 Macklin Street, London, WC2B 5NF
IAB Members: £499.00 + VAT
Agency: £499.00 + VAT
Advertiser: £499.00 + VAT
IAB Non-members: £575.00 + VAT
Content Marketing Course February 2019
Content Marketing

What Specific Areas Will Be Covered?

The development of Content Marketing

  • History and evolution - why content marketing? 

  • Content partnerships - working with expertise within clients, creative agencies, media buyers and media owners

  • The role of content marketing in the consumer journey

  • Latest thinking on customer choice and decision-making

  • Principles of audience engagement in crowded media environments

  • The importance of short, medium and long-form content

  • Devices and platforms

  • Being consumer focused - defining your content marketing aims and objectives

  • Content marketing programmes and campaigns

  • Developing a content strategy - objectives, timescales, budgets and resources

  • Briefing and pitching a content marketing campaigns

  • Telling brand(ed) stories in a connected world

  • Short, medium and long term issues

  • The use of in-house experts, influencers, external resources, media owners and journalists

  • Managing earned media and user-generated content within your programmes

  • Case studies and showcase (including the good, the bad and the ugly)

  • The effectiveness of content marketing

  • Objectives to outcomes - robust measurement of performance

  • Using data sources to inform your campaigns - understanding demand, activation, engagement, amplification, view through

  • The role of attribution in understanding performance

  • Campaign optimisation

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