What our clients say about us:
  • "I just wanted to pass on my thanks for the training given to me by the ETC team. I enrolled on my ...
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  •   "Thanks for the fabulous course! Attached is my feature for your first round of approvals an...
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  •   "Thanks Margaret - I'm much more pleased with this now!  I really enjoyed the online course,...
  •   "Very easy. Intuitive, obvious, logical." ...
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  •   "Overall, I thought it was very informative and surprisingly enjoyable." ...
  •   "The system was easy to use and dip in and out of. It's very useful to have summary checklist...
  •   "Both the news writing and the writing for the web courses were excellent." ...
  •   "I found the one-on-one approach very beneficial. Being able to complete the course at my own...
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  •   "I really enjoyed both courses and found the format a forum in which it was extremely easy to...
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  •   "Overall, the presentation and level of information I absorbed from the course was highly sat...
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  •   "An invaluable course.  Extremely useful particularly in terms of practical tasks, interview...
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  Developing a content strategy

Half day in-company training course

Ideal for anyone who needs to come up with a strategy to make the most of the content they create - no matter where it appears.  This session prompts delegates to look at what their audience wants and how to give it to them.

Outline

How does your audience behave?
  • Where is your audience reading your content?
  • Which devices are they using?
  • What impact does that have on their behaviour?
  • What does that mean for how you create content?
Doing it: Delegates will analyse brands, to see what works and what doesn't work

Crafting content for multiple platforms
  • Taking an idea and making it work on different platforms
  • Understanding what you need for print
  • Understanding what you need for your website
  • Understanding what you need for mobile and tablets
  • Choosing the right method for the media: text, images, video?
  • What are you being measured on?
  • Where should you put most effort?
  • What does this mean for workflow?
Doing it: Delegates will plan a piece of content

Best practice for digital: pulling readers to the page
  • Why every page needs to be a home page
  • Making the most of key words to get your content found
  • Writing digital friendly headlines and copy
  • The importance of captions and alt text
  • The importance of links, related content and creating a package for the reader
  • Taking what you know about SEO and moving it forward
  • What about social media and search?
  • Thinking about how your headlines will be used for social media
  • Understanding the stats – why it is important to be measuring your individual success to make your copy work harder
Doing it: Delegates will write the piece of content they have planned

Approaches to different types of content on the web

  • How do you cope with covering news without a dedicated 24/7 team?
  • Evolving the news pyramid to a new digital era
  • Unfolding the news story – how much; how often?
  • Adapting features content for the web and digital
  • Formats that work
  • Approaches for longer articles
  • Breaking up copy
  • Using content to encourage interaction and feedback
Doing it: Delegates will plan a web feature for their site and write its head, summary and opening paragraphs

Finishing the job
  • Getting the word out
  • The importance of good headlines and metadata
  • Using Twitter and Facebook to draw readers to your site
Doing it: Delegates will plan to get their copy noticed

To do lists


For more information on how we can help you organise your course, please contact us.

 

About us

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ETC is the UK's leading training provider for professionals working in media, marketing services, PR and corporate communications.  We provide training for maximising your media, communications, print and digital content. 

We give you a totally flexible approach to your learning and development, both in content and delivery.

Call us on 00 44 (0)1428 722105 to see how we can help you and your staff.  Read more...

Training Consultants

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Learn direct from the best in the industry.  Our consultants, trainers and writing specialists are all experts in their field, and work with Europe's leading media owners, publishers and content providers to improve skills, efficiency and creativity.  Read more...

Contact us

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Please let us know if you want to learn more about our e-learning or tailored in-company training.

You can email us or call on 00 44 (0)1428 722105 to discuss your needs in more detail.

Affiliates & partners

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ETC is pleased to work with and recommend a growing number of carefully selected partners.  Meet our partners here...

Creating content

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We have a large pool of expert talent available to create high quality content for your print or digital projects.

Our award-winning writers can help you create web content, online communication or persuasive marketing copy.  Read more...

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