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No matter what kind of business or department you're a part of, it’s almost impossible to overstate the significance of good content, and it’s everywhere. It pulls audiences in, it’s informative and personal, and - one way or another - it adds value. And so, in this set of lessons, we’ll explore how content is an essential aspect of modern business and we’ll take you through the basics of how it works. You'll learn how to ensure you’re creating content that meets customer needs and expectations across the customer journey, and you’ll learn how to generate and distribute your very own content in the most effective way.

By the end of these 3 lessons you will understand:

  • Why content is so important across the entire business, and how it can help you to achieve your business goals.
  • The key ingredients that come together to make 'good' content that resonates with audiences.
  • How to create and distribute your content effectively, and how to measure its success once it's up and running.

Lesson Overview

Lesson 1

Content Mindset
Why Is Content Essential to Every Business Function?

This lesson explores content as an essential aspect of modern business and goes through the basics of how it can work.

In this lesson you will learn:

  • The impact that content can have across the entire business.
  • What makes 'good' content.
  • How to generate and distribute content effectively.

Lesson 2

Content Strategy 
Why Taking an Audience-First Approach is Crucial

This lesson explores everything you need to know to create an effective content strategy.

In this lesson you will learn:

  • The different goals that you can set for your content to achieve.
  • About customer expectations and how content can meet them.
  • How to audit, create, and measure the effectiveness of content.

Lesson 3

Content Best Practice 
Delivering Value to Audiences With Effective Planning & Promotion

This lesson takes a look at some best practice advice for creating and promoting content that delivers real value to audiences.

In this lesson you will learn:

  • Where inspiration can be found for creating content.
  • The key characteristics of effective content.
  • How to effectively plan and promote content.