Every marketer knows that ‘content is king’, a phrase coined by Microsoft’s Bill Gates back in 1996 when he rightly predicted that creating compelling online content would be key to success in the digital age.
Fast forward 22 years, content creation has never been more critical, with content marketing generating more than three times as many leads as outbound marketing while costing on average 62% less.*
According to the Content Marketing Institute, content marketing is described as ‘the art of communicating with your customers and prospects without directly selling.’ And its big businesses with marketers in the UK spending on average 30% of their total marketing budget on content marketing.
Social media in particular provides an opportunity for businesses to connect with potential audiences and customers through channels such as Twitter, LinkedIn, Facebook and Instagram, with more than 87% of marketers using social media for content delivery.**
With so much at stake, its no wonder that many marketers, small business owners and entrepreneurs worry about how to create interesting and engaging content that will drive results.
“To get the best results from social media, you need great content,” says marketer, speaker and Lynda.com course instructor, Luan Wise. “Content is important for all business – big, small, entrepreneurial, social enterprises – everyone who wants to grab their audience’s attention.
“I’d say that the common thread is that content must be meaningful, does it pass the ‘so what?’ test? You need to earn your potential customers’ attention by saying something relevant or interesting.”
“Learning from an experienced practitioner can help,” says Luan. “And because I know that we can often be time-poor, I’ve created a content marketing course that people can work on in their own time, at their own desk, while still having my individual feedback.
“My online Content Marketing Summer School starts on Monday 23 July, when work may be a little quieter, but people can study at their own pace to fit around holidays and peaks in workload.
“I’m passionate about helping others to understand how a great content marketing plan will work for them, and how to get great results from social media; this way I can reach out to more people in a cost-effective way.
Author of the award-winning book, Relax! Its’ Only Social Media, Luan believes that her new course will help to support business owners and managers who have a responsibility for marketing or anyone who would like to find out how to create content to drive engagement.
“I always start by going back to basics. I will take learners through a step-by-step process that involves careful planning, there’s no diving straight in to create a big piece of work.
“Even if someone is already producing content, it doesn’t hurt to refresh knowledge and I’ll be on hand throughout to provide personal guidance by email.”
The Content Marketing Summer School runs for six weeks and costs £149 including VAT until 30 June then £199 including VAT. Visit Luan’s website for more information and to sign up or email with any questions.
About Luan Wise
She is an ambassador for Enterprise Nation, as part of their #SheMeansBusiness campaign in partnership with Facebook.
A chartered marketer with experience of working with clients including Hilton, Royal Mail, Panasonic, and the University of Cambridge, Luan was recognised as one of the top five female marketers in the UK for their #LinkedInBestConnected social campaign in 2015.
She has been nominated one of the UK’s Top 50 creative freelancers by The Drum magazine and is in the 2015 and 2018 class of Insider Magazine’s South West 42 under 42, an annual programme recognising some of the most dynamic and inspirational young entrepreneurs in the South West of the UK.
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Content Marketing Institute Benchmarks, Budgets and Trends 2018
Get in touch with Luan by email firstname.lastname@example.org or phone 01242 420597, mobile 07738 122817