Marketing and Sales

Building Long-Horizon Marketing Content Strategies

An applied course in long-horizon content strategy built around the decisions practitioners actually face.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Building Long-Horizon Marketing Content Strategies
5days

About the programme

Course Overview

Attribution in long-horizon content strategy is imperfect; that is not a reason to stop measuring it. Most disappointing results in this aspect of marketing and commercial practice trace back to an audience defined too broadly. Mature organisations treat this part of marketing and commercial practice as a standing capability rather than a project that finishes. Content is organised around the decisions practitioners actually face in long-horizon content strategy, not around theory headings. The version of the marketing and commercial practice discipline described in the manual and the version practised on the floor tend to diverge over time. Participants apply this aspect of marketing and commercial practice to their own commercial team throughout, so the output is directly usable. They gain the ability to sequence improvements to long-horizon content strategy in an order their organisation can absorb. The programme works equally well for those formalising this area of marketing and commercial practice for the first time and those improving an existing approach. The final module sets out how progress on the wider marketing and commercial practice agenda will be evidenced six months later.

Expected Learning Outcomes

  • Build the positioning for long-horizon content strategy around a claim competitors cannot honestly make.

  • Design a training and briefing approach that sustains competence in long-horizon content strategy.

  • Build the content that moves a buyer through long-horizon content strategy rather than merely informing them.

  • Plan expansion of long-horizon content strategy into new segments or markets deliberately.

  • Test creative and messaging on long-horizon content strategy before committing budget.

  • Align long-horizon content strategy with the wider objectives of the commercial team rather than optimising it in isolation.

  • Review contracts and agreements for the obligations they create around long-horizon content strategy.

Who Should Attend

  • Digital marketing specialists executing long-horizon content strategy.

  • Customer experience managers improving long-horizon content strategy.

  • Managers of multi-site operations seeking consistency in long-horizon content strategy.

  • Consultants and advisers supporting clients on long-horizon content strategy.

  • Sales managers leading teams that deliver long-horizon content strategy.

  • Product managers whose proposition depends on long-horizon content strategy.

Course Modules

Open any module to see its sessions and topics.

01

Long-horizon content strategy: objection handling and negotiation

2 sessions · 8 points

Session 1The claim about long-horizon content strategy competitors cannot copy

  • Map the handovers in long-horizon content strategy between functions and secure them.
  • Script the three most common objections in long-horizon content strategy and the responses.
  • Set the discount authority for long-horizon content strategy and require justification.
  • Write down the assumptions underpinning the approach to long-horizon content strategy.

Session 2Protecting the brand while hitting targets on long-horizon content strategy

  • Confirm that those complying with long-horizon content strategy understand why it exists.
  • Test creative for long-horizon content strategy at small scale before full commitment.
  • Agree the smallest change to long-horizon content strategy that would be visibly useful.
  • Prepare the summary of long-horizon content strategy that senior management will read.
02

Long-horizon content strategy: retention, loyalty and lifetime value

2 sessions · 8 points

Session 1Choosing channels for long-horizon content strategy on evidence

  • Collect evidence on the present handling of long-horizon content strategy before proposing changes.
  • Verify six months later that changes to long-horizon content strategy have held.
  • Document the sales process for long-horizon content strategy so a new joiner can follow it.
  • Check that records of long-horizon content strategy answer the questions likely to be asked.

Session 2Closing out long-horizon content strategy and capturing what was learned

  • Structure pricing for long-horizon content strategy against perceived value.
  • Assign responsibility for keeping documentation of long-horizon content strategy current.
  • Design the retention action triggered when a customer of long-horizon content strategy goes quiet.
  • Identify where judgement in long-horizon content strategy is legitimate and where it is not.
03

Long-horizon content strategy: audience definition and segmentation

2 sessions · 8 points

Session 1The handover between marketing and sales in long-horizon content strategy

  • Define the handover point between marketing and sales in long-horizon content strategy.
  • Measure lifetime value from long-horizon content strategy, not just first purchase.
  • Define qualification criteria that disqualify quickly in long-horizon content strategy.
  • Write the positioning claim for long-horizon content strategy and test whether a competitor could say it too.

Session 2Reading the current state of long-horizon content strategy honestly

  • Build the content that answers the buyer's real question about long-horizon content strategy.
  • Review whether short-term tactics on long-horizon content strategy are damaging the brand.
  • Agree the attribution model for long-horizon content strategy and state its known limits.
  • Identify the data already collected that bears on long-horizon content strategy.
04

Long-horizon content strategy: the customer journey and decision points

2 sessions · 8 points

Session 1Qualifying out of long-horizon content strategy early and without guilt

  • Estimate the resource long-horizon content strategy requires to run as designed.
  • Select channels for long-horizon content strategy based on evidence, then cut the rest.
  • Choose the next segment for long-horizon content strategy and state why it is next.
  • Set out the decisions in long-horizon content strategy that require sign-off and by whom.

Session 2The paperwork for long-horizon content strategy that is actually needed

  • Decide what will be stopped to create capacity for long-horizon content strategy.
  • Plan the sequence in which improvements to long-horizon content strategy will be introduced.
  • Reduce the variation in how long-horizon content strategy is carried out between teams.
  • Build the report on long-horizon content strategy that answers whether to spend more or less.

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.

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