Introduction to Content Marketing


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Course outline

People are turning away from material with a pure persuasion focus and valuing the time they spend consuming information. In response, savvy marketers are growing a loyal customer base by providing entertainment as well as information. But marketers need help to create enough content to keep their websites fresh and engaging, and to angle and present it in a way that attracts browsers and buyers.

This workshop will show organisations how to use content marketing to promote their message and product online. It is also invaluable for public relations professionals helping their clients to become their own media channels, and for journalists and photographers wanting to understand – and profit from – the growing market for copy and images on corporate websites.

The workshop will answer these key questions:

  • What makes branded content succeed internationally and in Australia? We’ll consider case studies on who’s doing what.
  • How can you think like a marketer and see your audience as customers?
  • How do you tell stories in a way that works on the web, raises your client’s profile on Google, and increases the conversation on social media?
  • What technology and skills do you need to succeed as a writer, editor, or online publisher of marketing content?

DATE: Wednesday 6 August 2014

TIME: Morning 9.00 – 12.30

LOCATION: MEAA Head Offices, 245 Chalmers Street, Redfern, NSW 2016

Trainer profile

Steven LewisSteven Lewis advises, trains and creates content for companies including Westpac, IAG, Pfizer, AstraZeneca and Tourism Tasmania. He argues that earned attention is more valuable than paid attention – even though it costs less – and that the digital world enables companies to be their own media channels, showcasing their expertise and their role in their stakeholders’ lives.

He has more than two decades’ experience as a journalist, author, university lecturer, public relations practitioner, online publisher and communications strategist.

To read more about his work:

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