Content Marketing Strategy

Delivering value, inspiring action

Today’s consumers are accustomed to a wide range of choice and control over how they interact with brands. This requires marketers to rethink how their content marketing strategy aligns with the company’s business objectives, and how to target the content in order to deliver value and a great customer experience.

This program provides the guidance you need for truly effective content marketing. Define your organization’s brand “why”—the strategic vision that enables you to create authentic content for your target market. Articulate your organization’s purpose, and develop a cohesive content marketing strategy that drives value for your brand. Connect content with customers to inspire their active engagement. Apply the right type of building blocks to sustain your content marketing journey.

^{Please note: This on-demand program does not qualify as an elective for UBC Sauder Executive Education Certificates.}

Download the program description

How you will learn

You will explore how various organizations have effectively applied a cohesive content marketing plan to craft messages that bolstered their brand and complemented their strategic vision.

Who is this for?

Managers and staff who need to master the skills of planning, creating and promoting engaging content
Senior-level leaders who review communication materials going out to customers
Social media influencers
Non-profit community managers
Entrepreneurs and small business owners
Content marketing managers, brand managers and other communications professionals looking for a refresher

The impact

Embarking on an Executive Education program focused on content marketing can be a transformative experience for individuals seeking to enhance their professional impact. Participants stand to gain a multitude of benefits:

Define your brand “why”:

Distill the essence of your organization
Align content to your organization’s vision

Bring content to life:

Gain a springboard for creating engaging materials
Convey trust, authenticity and a sense of openness

Connect with customers:

Improve the customer experience
Deliver value and inspire action

Embrace digital:

Select from a multitude of online channels
Leverage the power of influencers

Accelerate competitive success:

Bolster your corporate brand and reputation for excellence
Provide community service as well as individual customer support

Start your program today

Price: $345 + GST

Format: Online

This program allows 180 days of unlimited access.

Test drive Content Marketing Strategy

Free sample of program

Program features

Videos
Real-life case studies
Organizational assessment
Tips and checklists

Benefits for you

Define what drives your organization’s big-picture content strategy vision
Develop a content marketing strategy that aligns content to business goals
Identify your target markets and the approaches that best cater to their needs
Assess and reduce customer pain points
Take a deeper dive into the types of content you need to create or curate, and the best ways to get your message out
Explore ways to create authentic content for your target markets
Engage with your customers and measure what matters
Activate the potential of the digital environment

Benefits for your organization

Better attract, engage and inform your customers
Transform casual into loyal customers
Communicate your expertise in your industry
Build brand awareness and disseminate a consistent message to support it
Improve SEO and your online presence
Boost sales and revenue

Program content

Defining what content is for your brand and who creates it
Aligning your organization’s content strategy to its business goals
Exploring the three levels of a content marketing strategy: how and why; who and what; where and when
Systematic steps for planning a powerful content marketing strategy, including paid, owned and earned channels
Delineating key points along the customer journey to deliver content that optimizes customer engagement
Applying the building blocks of message creation: authenticity, storytelling, thought leadership and brand community
Identifying your brand’s biggest influencers
Measuring outcomes to ensure you are providing value for your customers

Your instructor

Jim Southcott

Adjunct Professor, Entrepreneurship and Innovation Group

Jim is an Adjunct Professor at the UBC Sauder School of Business. Since 2012, he has taught courses on Cultivating Creativity in Business within the Undergraduate School, the MBA and Executive Education. He also teaches the Digital Content Strategy course as part of the Digital Certificate.

Jim is also a partner at Redshift Collective, a branding, marketing and customer experience agency. He has worked as a senior strategist for more than 35 years, including major initiatives and campaigns for Telus, BCLC, HSBC, Destination BC, Rogers, Labatt, UBC, 1-800-GOT JUNK, Fortis BC and YMCA/Vancouver. At Redshift Collective, he works with senior leaders to set their long-term business and marketing strategy. His areas of expertise include brand management, new product development, digital readiness, cultural branding, organizational creativity and innovation.

In addition to these roles, Jim has been on several boards including YMCA/Vancouver (Past Chair), the VSO, UBC Alumni Association, Uniserve Communications and Big Brothers of BC.

Test drive Content Marketing Strategy: Free program preview

Define your organization’s brand “why”—the content strategy vision that enables you to create authentic content to drive business.

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