Training: Content Marketing || 19.04.2018

Durata: 1 zi

19 aprilie 2018

FB Event


A one day course for brands, agencies and media owners with some experience/knowledge of working with content-based campaigns. This course will include both B2C and B2B examples and references.

Outcomes: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.


Session 1 – The development of Content Marketing and Native Advertising

History and evolution – why content marketing?

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

Session 2 –  – The role of content marketing

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

Session 3 – 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)

Session 4 – 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

Innovation and future opportunities

Perspectives from emerging markets

Tarif de participare

250 Eur/ membri IAB

*sunt incluse bauturi si snack-uri pentru pauze, eventuale materiale printate, diploma de participare

450 Eur/ non-membri IAB