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Course Details

September 18 2013 (9:30am – 4:30pm)
Peter House, Manchester, United Kingdom
Tim Tucker
1 day
$900.00 per attendee

Sorry, bookings for this training course are now closed.


For your digital marketing to be effective you need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. As users spend an increasing amount of time on a range of social media channels, brands need to understand where their users are most active and how they can interact and engage with them most effectively. 

All of this requires careful analysis and planning. The disciplines of content strategy provides the framework for ensuring that your content delivers on these essential requirements across all relevant digital platforms.


At the end of this workshop participants will be able to:

  • Determine how the needs of your users and your business objectives inform your content strategy and community management
  • Understand how to plan for a wide range of digital channels and content types, including websites, blogs, mobile apps, social media and online video
  • Develop techniques to attract visitors to your website
  • Understand how to engage visitors through all content channels, including your own website and third party social media platforms
  • Develop a workflow that ensures your content will be on time, on budget and that it meets your requirements
  • Create a strategy for the delivery and maintenance of your digital content
  • Use metrics that provide actionable insights 

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

This practical course is designed for anyone in content creation and marketing that has a responsibility for writing, producing and maintaining website content and/or managing social media channels.

How our content courses fit together:

Digital Content Strategy - what content to produce and processes to support production

Editorial planning & Content Calendars – using a content calendar to plan day-to-day content development (using themes, formats & templates) 

Content Marketing – promoting content through Web, Mobile and Social Media

What will I learn?

  • The shift from selling to educating – content as marketing
  • Identifying business objectives for your content marketing 
  • Resources and tools

User-centred content

  • Researching your audience – what are their goals and objectives?
  • Creating and using Personas and Scenarios
  • Identifying key user journeys
  • Research your audience’s online behaviour using free tools
  • Create sketch Personas and Scenarios

Content strategy objectives

  • Planning for content creation & management
  • Business goals and conversions
  • Identifying key messages
  • Measuring success: analytics and KPIs

Search Engine Optimisation (SEO)

  • On-page search engine optimisation: researching and using keywords
  • Off-page search engine optimisation: link building and PR
  • The increasing role of social media

Community and engagement on the social web

  • The impact of social media on marketing and PR
  • Key channels: Facebook, Twitter, YouTube and others
  • Principles for increasing engagement and driving results on social media
  • Social media tactics
  • Building the right profile
  • Increasing followers, friends and contacts
  • How to promote sharing

Key points and future trends

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

In-company delivery options start at £5,000 per day. Get in touch with our Professional Development team at prodev@econsultancy.com or 0207 970 4167 to find out more.

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.



Tim Tucker

Tim Tucker is an independent online media consultant, trainer and presenter. He started his career in print media, working as a journalist and editor at Future Publishing across a range of specialist interest sectors, including video games, music making, computing and technology. In 1999 he became an online publisher and launched DailyRadar.co.uk (now known as GamesRadar.com), which quickly became one of the world's leading video games websites.

Tim went on to work as a senior manager in the customer division at Origin Publishing, which has since been bought by the BBC and operates as BBC Customer Publishing. Here he developed publishing media for a diverse range of clients including Waterstone's, HMV, Cineworld and English Heritage.

Tim went back to Future Publishing in 2004 as part of the senior management team heading up the newly formed New Media division. As Online Group Senior Editor Tim introduced a focus on user experience and usability testing, and integrated a user centred design approach to launches such as TechRadar, MusicRadar, BikeRadar and TotalFilm.com. As part of his role he also trained web editorial, marketing and publishing teams on all aspects of web publishing.

Tim now works as a web user experience and content consultant. He supports web publishers in producing websites that are easy to use, engaging and highly rated, and advises on all aspects of content production and community strategy.

Tutor for: Content Marketing for Web, Mobile and Social Media


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Peter House

Oxford Street
M1 5AN
United Kingdom

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Course Details

September 18 2013 (9:30am – 4:30pm)
Peter House, Manchester, United Kingdom
Tim Tucker
1 day
$900.00 per attendee

Sorry, bookings for this training course are now closed.