Build the content that moves a buyer through business content marketing rather than merely informing them.
Designing Content Marketing Strategies for Corporate Clients
Practical training in business content marketing, grounded in real cases and applied to your own operation.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Buyers now complete much of their decision on business content marketing before speaking to anyone. Most disappointing results in the marketing and commercial practice discipline trace back to an audience defined too broadly. Organisations that document this area of marketing and commercial practice properly resolve disputes about it far more quickly. The course gives participants a defensible structure for business content marketing and the judgement to adapt it. They gain the ability to sequence improvements to the marketing and commercial practice discipline in an order their organisation can absorb. The programme works equally well for those formalising this part of marketing and commercial practice for the first time and those improving an existing approach. Exercises escalate in difficulty, ending with the ambiguous situations that make business content marketing hard in practice. Most organisations already have a policy on the marketing and commercial practice discipline; far fewer can show it working. It ends with a prioritised list of changes to this aspect of marketing and commercial practice that the participant is prepared to defend internally.
Expected Learning Outcomes
Set the attribution model for business content marketing and understand its limits.
Set measurable objectives for business content marketing tied to revenue rather than reach.
Measure customer lifetime value arising from business content marketing, not first-order revenue.
Plan the handover of business content marketing so that capability is not lost when key staff move on.
Assign clear ownership for each element of business content marketing across the functions involved.
Document decisions about business content marketing in a form that remains useful after the people change.
Who Should Attend
Agency and consultancy staff supporting clients on business content marketing.
Product managers whose proposition depends on business content marketing.
Business partners who must understand business content marketing well enough to challenge it.
Planning staff whose forecasts and budgets are affected by business content marketing.
Digital marketing specialists executing business content marketing.
Marketing managers responsible for business content marketing.
Course Modules
Business content marketing: the customer journey and decision points
2 sessions · 8 pointsSession 1What to measure in business content marketing and what to ignore
- Review whether business content marketing is aligned with the objectives of the commercial team.
- Agree the smallest change to business content marketing that would be visibly useful.
- Script the three most common objections in business content marketing and the responses.
- Build the content that answers the buyer's real question about business content marketing.
Session 2Pricing business content marketing on value rather than cost
- Compare cost of acquisition against value in business content marketing.
- Rank the weaknesses in business content marketing by consequence rather than by ease of fixing.
- Design the retention action triggered when a customer of business content marketing goes quiet.
- Agree the indicators that will show whether business content marketing is improving.
Business content marketing: positioning and the honest claim
2 sessions · 8 pointsSession 1Keeping customers acquired through business content marketing
- Measure lifetime value from business content marketing, not just first purchase.
- Write the positioning claim for business content marketing and test whether a competitor could say it too.
- Map the decision journey for business content marketing and mark where the choice is actually made.
- Identify the data already collected that bears on business content marketing.
Session 2Choosing channels for business content marketing on evidence
- Build the report on business content marketing that answers whether to spend more or less.
- Estimate the resource business content marketing requires to run as designed.
- Set out how exceptions to business content marketing are requested and approved.
- Map the handovers in business content marketing between functions and secure them.
Business content marketing: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Defining the audience for business content marketing narrowly enough to matter
- Structure pricing for business content marketing against perceived value.
- Agree the attribution model for business content marketing and state its known limits.
- Agree what will be standardised in business content marketing and what will not.
- Establish the boundary of business content marketing and record what sits outside it.
Session 2Closing out business content marketing and capturing what was learned
- Check that business content marketing still works when volumes rise unexpectedly.
- Choose the next segment for business content marketing and state why it is next.
- Set objectives for business content marketing in revenue terms with a timeframe.
- Review whether short-term tactics on business content marketing are damaging the brand.
Business content marketing: audience definition and segmentation
2 sessions · 8 pointsSession 1Getting other functions to support business content marketing
- Set out the decisions in business content marketing that require sign-off and by whom.
- Set the discount authority for business content marketing and require justification.
- Plan the sequence in which improvements to business content marketing will be introduced.
- Define the handover point between marketing and sales in business content marketing.
Session 2Measuring business content marketing when attribution is imperfect
- Compare the cost of business content marketing with the cost of its absence.
- Establish what evidence demonstrates business content marketing is under control.
- Anticipate the objections business content marketing will raise and prepare the answers.
- Describe the buyer for business content marketing specifically enough to name who is excluded.
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.