After gaining a complete understanding of your audience and current position in the market, it’s time to start building meaningful relationships through content that matters.

Mindless consumption has decreased over time so it’s now more important than ever to have your values and purpose defined. This module guides you through pinpointing these within your organisation.

We’ll also take you through developing a targeted messaging framework, tone of voice guide and compelling brand narrative.

You’ll also learn how to develop customer journeys and how to build a channel and content strategy to deliver a seamless experience for your personas whilst providing relevant content at each stage of the customer journey.

The final element of this module will take you through creating a budget tracker and how to prioritise for maximum impact.

module structure

  • Finding your purpose 
  • Defining values 
  • Tone of voice, brand narrative and key messages 
  • Building a channel strategy 
  • Creating a content plan
  • Budget planning
  • Prioritising spend 

Defining your value proposition

Today, what your brand stands for is everything. Having an authentic purpose and brand values defined will allow you to build a better connection with your audience.

In this section, you'll learn how to write a brand purpose for your organisation and be guided through a detailed value proposition design process so you can collaboratively define values with your team. You'll also learn how to deliver effective brand workshops with internal and external collaborators so you can build confidence and stakeholder management skills.

Content and channel strategy

Content is a powerful tool for generating inbound leads and sharing added value content with your audience. In this section, you'll build a brand messaging framework, targeted at each of your personas so you can capture their attention with compelling communications that resonate. 

You'll also learn how to develop a channel strategy and customer journeys for each of your personas to ensure your marketing reaches your audience at the right time, in the right place. 

Planning your budgets 

Budgeting is crucial when it comes communicating your strategy effectively. If you don't take the time to carefully plan your marketing spend, you may end up running out of budget midway through the delivery of your strategy. 

This section is all about planning and prioritising your budgets effectively to deliver business impact and get the most out of your marketing spend.