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DIGITAL CONTENT MARKETING

Traditional media is dead. Understand how to create a brand and customer journey for today’s market and how to capture your audience with engaging content. Learn how to attract new markets and grow your organisation by building meaningful relationships and offering value at every stage of the journey. Discover cutting-edge methods to strategically develop a brand and content that informs, connects and inspires.

COURSE DESCRIPTION

Do you find it difficult to determine the best approach for reaching consumers in the face of today’s digital transformations with the proliferation of channels and platforms available? And even once you've identified a strategy, have you struggled to execute it across all channels?

Businesses in hospitality and beyond are facing an unprecedented digital disruption that makes staying on top of the latest digital marketing innovations more important than ever. How can you reach and customers in this new landscape. Inbound marketing is the key. It’s a strategy that focuses on attracting and engaging customers through valuable and relevant content. Rather than using traditional outbound marketing tactics like advertising or cold calling, businesses use inbound marketing to provide value to potential customers at every stage of the buying journey—from awareness to consideration to decision. By creating and sharing valuable content, businesses can attract qualified leads and convert them into customers.

In this course, we’ll study best practices of digital marketing tactics such as content marketing, social media marketing, email marketing, and search engine optimization (SEO). We’ll look at proven ways to increase new bookings and repeat business. By providing valuable and relevant content, hospitality businesses can establish themselves as experts in their field and build trust with potential customers, leading to increased bookings and repeat business.

After this course, you will better understand how to create and implement an effective inbound marketing strategy that will increase both lead generation and conversion rates.

WHO IS THIS

COURSE FOR?

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Business Leaders/Managers

who are looking to understand how they can adapt their marketing strategy to the realities of this new market. 

AIHM_Marketers

Marketers

who understand that the traditional methods of marketing that they’ve been using are not working anymore and who are looking for new ways to attract consumers.

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WHAT YOU'LL LEARN

  • How to create a comprehensive inbound marketing strategy that aligns with business goals and targets the right audience
  • How to use buyer personas and buyer-journey mapping to create targeted and relevant content
  • How to develop and implement a content marketing plan that generates leads and nurtures customer relationships
  • How to optimise websites and landing pages for search engines and improve organic traffic
  • How to use social media and email marketing effectively to reach and engage with potential customers
  • How to create and execute successful calls-to-action and lead generation campaigns

COURSE OUTLINE

This course consists of 
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Learning hours
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Modules

Module 1: The OPE media model

  • Understanding the concept of customer's actual state vs. desired state
  • Differentiating owned, earned and paid media
  • Distributing your content through various channels

Module 2: Value proposition

  • The importance of understanding your value proposition
  • Using the FAB worksheet to identify your business and create your value proposition statement
  • Identify the four quadrants of your value proposition

Module 3: Buyer personas and buyer journeys

Module 4: Planning content for your digital marketing programme

  • Defining your target audience
  • Creating buyer personas and defining their buyers’ journeys
  • Developing a content strategy
  • Creating high-quality, valuable content for your audience
  • Understanding how search engines work and how to optimise your content
  • Key principles and benefits of content marketing
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Download Digital Marketing Worksheet

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Expert

Chris Meylan is the COO of AIHM and a graduate of EHL with extensive international experience in the hospitality industry.

He has worked in five-star resorts and hotels in Switzerland, Thailand and Singapore and has spent the past 15 years in education as a hospitality educator, teaching undergraduate and postgraduate students and coaching faculty. He holds Master’s degrees in both International Hospitality Management and Education. An expert in digital marketing, inbound marketing, social media management, innovation management and strategic thinking, Chris has been recognized as an Apple Distinguished Educator and Apple Professional Learning Specialist. He is passionate about using technology to transform education and make learning more engaging.

Instructor's sneak peek...Read More!

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"Interesting throughout, I felt the content was well planned and allowed total engagement, and the delivery was outstanding."
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"The class size is good, not too big and small."

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"It is useful for me either for my work now or in general."

ADMISSION CRITERIA

Our course is designed for ambitious professionals. There are no admission requirements to enroll in this course. You can come from any sector and bring a host of background experiences.

ADMISSION PROCESS

To enroll, choose the desired intake and fill in your personal details. You will receive an email with the payment link. You are accepted in the course only upon receipt of payment.

DEADLINE

We must receive payment at least five days before the start of the course. Late enrollments can be accepted on a case-by-case basis.

COURSE DATE

26-27 October 2024

0
per course

Taught in English

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