Design the customer journey for content repurposing across the touchpoints that actually influence the decision.
Building Content Repurposing Strategies Across Platforms
Learn to design, measure and defend your organisation's approach to content repurposing.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
A message about content repurposing that tries to reach everyone reaches nobody. Attribution in the marketing and commercial practice capability is imperfect; that is not a reason to stop measuring it. This programme builds this aspect of marketing and commercial practice from first principles, without padding and without omitting what matters. The level assumes working familiarity with the commercial team but no prior formal training in content repurposing. They gain the ability to sequence improvements to the marketing and commercial practice discipline in an order their organisation can absorb. Plans for the practice within marketing and commercial practice often fail at the handover point between functions. Every module pairs a short input on content repurposing with structured practice on the participant's own material. Practitioner evidence points the same way: this aspect of marketing and commercial practice improves fastest where responsibility for it is named and owned. The programme closes with an action plan for this strand of marketing and commercial practice that each participant writes for their own organisation.
Expected Learning Outcomes
Measure customer lifetime value arising from content repurposing, not first-order revenue.
Reduce avoidable variation in how content repurposing is carried out across teams.
Test creative and messaging on content repurposing before committing budget.
Build a concise go-to-market plan for content repurposing that colleagues can follow without further explanation.
Establish what evidence would demonstrate that content repurposing is under control.
Build the reporting on content repurposing that supports a spending decision.
Who Should Attend
Sales managers leading teams that deliver content repurposing.
Agency and consultancy staff supporting clients on content repurposing.
Experienced practitioners formalising an approach to content repurposing that has grown up informally.
Public sector officials applying content repurposing within a regulated framework.
Product managers whose proposition depends on content repurposing.
Customer experience managers improving content repurposing.
Course Modules
Content repurposing: audience definition and segmentation
2 sessions · 8 pointsSession 1What to measure in content repurposing and what to ignore
- Set the discount authority for content repurposing and require justification.
- Identify the data already collected that bears on content repurposing.
- Script the three most common objections in content repurposing and the responses.
- Record the rationale for each significant choice made about content repurposing.
Session 2Pricing content repurposing on value rather than cost
- Define qualification criteria that disqualify quickly in content repurposing.
- Remove steps in content repurposing that add effort without adding assurance.
- Agree what will be standardised in content repurposing and what will not.
- Measure lifetime value from content repurposing, not just first purchase.
Content repurposing: positioning and the honest claim
2 sessions · 8 pointsSession 1Keeping content repurposing alive after the initial push
- Map the handovers in content repurposing between functions and secure them.
- Set objectives for content repurposing in revenue terms with a timeframe.
- Map the decision journey for content repurposing and mark where the choice is actually made.
- Test creative for content repurposing at small scale before full commitment.
Session 2The claim about content repurposing competitors cannot copy
- Review whether short-term tactics on content repurposing are damaging the brand.
- Agree the indicators that will show whether content repurposing is improving.
- Agree the attribution model for content repurposing and state its known limits.
- Identify single points of dependency in content repurposing and reduce them.
Content repurposing: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Where the buyer actually decides on content repurposing
- Name a single owner for each element of content repurposing.
- Compare cost of acquisition against value in content repurposing.
- Define the handover point between marketing and sales in content repurposing.
- Arrange the handover of content repurposing so capability survives staff changes.
Session 2Keeping customers acquired through content repurposing
- Close out actions on content repurposing rather than leaving them open indefinitely.
- Identify where judgement in content repurposing is legitimate and where it is not.
- Reduce the variation in how content repurposing is carried out between teams.
- Describe the buyer for content repurposing specifically enough to name who is excluded.
Content repurposing: channels, content and creative
2 sessions · 8 pointsSession 1Testing content repurposing before relying on it
- Select channels for content repurposing based on evidence, then cut the rest.
- Verify six months later that changes to content repurposing have held.
- Choose the next segment for content repurposing and state why it is next.
- Build the report on content repurposing that answers whether to spend more or less.
Session 2Measuring content repurposing when attribution is imperfect
- Structure pricing for content repurposing against perceived value.
- Review whether content repurposing is aligned with the objectives of the commercial team.
- Rehearse the briefing on content repurposing that would follow an incident.
- Benchmark the organisation's content repurposing against comparable operations.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.