A Complete Introduction to Content Marketing for Lead Generation. 2nd May 2017

This interactive one-day workshop will focus on how B2B businesses can create a demand and lead generation engine with content at its heart. From strategy and planning through to tools of the trade and execution, you’ll leave with a comprehensive understanding of how to turn your lead generation up to 11 with a smart, focused approach to inbound marketing.

Key learning outcomes

By the end of this workshop, participants will be able to:

  • Create a comprehensive, easy to understand lead generation strategy with content marketing at its heart
  • Build out a quarterly content calendar with the perfect balance of content to build awareness, generate and nurture leads
  • Apply a smart distribution and promotional strategy to ensure your assets are working hard and targeting the right audience
  • Learn how to put together a best-in-class marketing technology stack to help automate processes
  • Prove and measure the ROI of their lead and demand generation programme at all stages of the funnel

Course content

During the course of the day, we’ll cover the following:

Strategy and planning

– Setting SMART goals for your lead generation strategy, including leading indicators to prove shorter term success

– How to set your strategy collaboratively with inputs from key teams

– Campaign thinking and how to set up an integrated inbound marketing strategy that creates faster momentum

A content diet that feeds the sales beast

– How to find and develop great awareness content that fuels traffic from SEO and social

– What makes high-performing convert content

– The different types of decision content you can produce to push leads over the line

Promotion and distribution channels to promote your content and attract qualified traffic

– SEO and how to optimise your content for Google

– Social media and how to build social sharing triggers into your content

– Retargeting and the where, when and how of using it effectively to drive cost effective conversions

– Email campaigns and the three core programmes you should have set up

Tools & Tech

– We’ll look at different lead capture options for your website

– Marketing automation and nurture options for different budgets

– The core analytics set-up you should have

– Research tools that will be useful during your content planning sessions

Proving ROI and measuring effectiveness

– How to build positive feedback loops into your campaigns so they get continuously better

– Taking a more nuanced – and accurate – approach to reporting the ROI of your lead generation activities

– Where to look for data that helps you to find ‘quick wins’ to create even better returns


mark-imageMark Walker, Head of Content Marketing, Eventbrite UK  

Eventbrite is an online self-service ticketing platform available for anyone around the world to manage, sell and promote tickets to their events. Mark regularly writes and speaks about the events industry, technology and marketing. You can read more at the Eventbrite blog, follow on Twitter or Facebook and connect on LinkedIn.

Course Date

Tuesday 2nd May 2017


09:00 – 17:00


3 Waterhouse Square
138 Holborn

How Much Does it cost?

  • Members £299 + VAT
  • Non-members £399 + VAT

How Do I Book?

Please download and fill in the booking form here.

For any questions please contact charlie.eke@the-cma.com