CMA Digital Training

CMA Digital Training Course


Our digital training programmes provide attendees with a thorough understanding of the principles and practices of effective digital content marketing. 

The Overall Aim

Is to increase the digital competency of delegates to the highest possible level, and provide the knowledge, skills and insights needed to apply the learning to your day-to-day work.

After attending the individual training programmes, delegates will be able to confidently plan, create and measure better digital content to meet their audience’s needs and further their business objectives.

We are currently securing the programme for the rest of 2016 so please watch this space! Topics we have already run include the following:

Content Marketing

Course Structure
  • Open to CMA members and non-members 
  • Each topic will be held as an individual session

The programme is designed to address the unique challenges and opportunities experienced by delegates.

Each workshop covers a specific aspect of digital content marketing, approached in a way that relates to our delegates' business dynamics.

Training will focus on delegates’ core objectives, using a mix of:

  • Theory
  • Case studies
  • Practical application
  • Group discussion
  • Best practice examples of successful digital content marketing
Upcoming Course Modules & Dates  

Managing Procurement for Content Marketing - 24th May (Hosted by Andrew Reeves)

Digital Content Strategy & Planning -27th May (Hosted by Tim Tucker)

Copywriting for Digital Media -10th June (Hosted by Tim Tucker)

Online video for content marketers -7th Oct (Hosted by Stephen Follows) 

Online video for content marketers - 26th Jan 2017 (Hosted by Stephen Follows)

How Much Does it Cost?

Individual sessions are as follows:

  • Members £299 + VAT 
  • Non-members £399 + VAT 
How Do I Book?

Please fill out the booking form for our next course on the 10th May

If you have any questions about any of or training days please contact our Head of Marketing & Events - Charlie Eke


All training will be held at etc. Venues, London (exact venue TBC)


09:00 - 17:00

(09:30 start - Breakfast, lunch and refreshments are included)

Who Should Come? 

Anyone with digital content marketing expertise - Marketing Manager/Account Manager level upwards

Course Materials & Resources

All delegates will be asked to bring a laptop or tablet that can connect to the internet, to use for reference, note taking and practical work.

Group sizes vary but will be will be no more than 20 delegates. This ensures that the sessions are interactive and engaging and that all delegates can participate.

All sessions will include a mixture of:

  • Powerpoint presentations, outlining theory and best practice
  • Group interaction, enabling delegates to discuss and relevant issues
  • Practical work, which will enable delegates to put theory into practice and apply the learning to their own business needs

Delegates will receive all relevant learning material, such as copies of the Powerpoint slide decks and handouts.

Trainers - (These vary depending on the session)

Mark Walker, Head of Content Marketing at 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.

Tim Tucker

Tim Tucker

Tim is an independent digital content marketing strategist and user experience specialist. He is a regular consultant for the Content Marketing Association, planning and delivering monthly digital breakfast events in London.

Tim started his career in print media, working as a journalist and editor at Future Publishing across a range of specialist interest sectors, including video games, music-making, photography, computing and technology.

Stephen Follows, Creative Director, Catsnake Film.  

The online videos that Stephen has written and produced for Catsnake Film’s have gathered over 20 million views, celebrity endorsements, wide press coverage and a host of awards.  

Stephen has produced work for a wide variety of clients ranging from computer game giants (Bethesda), technology giants (Nokia Siemens Networks) and sporting giants (Jonny Wilkinson) but sadly no actual giants. He’s shot people in love, in the air, on the beach and on fire (although not at the same time) across over a dozen different countries in locations ranging from the Circle Line to the Arctic Circle.

Recently Stephen’s scriptwriting has won Virgin Media Shorts, the Reed Film Competition and IVCA awards; has been nominated at the British Independent Film Awards, Viral Video Awards, LA Movie Awards and long-listed for a BAFTA; and has been championed by Mike Newell, James King, Stephen Fry, the Daily Telegraph and Le Monde.

Stephen also teaches film producing at film schools (NFTS, The Met Film School, Nashville Film Institute), weekend courses (Practical Producer, 7 Step Producer, Guerrilla Filmmakers Masterclass) and bespoke events (BFI, British Council, London Screenwriters Festival).  

When he has time he drinks tea in the office of his production company, Catsnake Film, in Ealing Studios.

Andrew Reeves, Director, Reeves Consulting

Andrew is an independent consultant with over 20 years experience in marketing services practicing commercial management. Over this time he has led commercial strategies that have helped agencies grow including planning, remuneration and resource management.

Andrew has seen first hand the evolution of procurement in marketing and how it has changed over the years. While there have been some bumpy roads, the overall journey has got better and we have yet to reach the final destination.

Training programme and Course Outlines
Social Media ROI & Content Marketing - 10th May

Trainer - Mark Walker

Overall Aim

The programme will provide attendees with a thorough understanding of how to define, track and report on the ROI of social media and content marketing, with a focus on real business returns (e.g. sales) over vanity metrics (e.g. likes).

Social media is a fact of life for almost every modern business with a digital presence; and content marketing has become one of the most popular forms of marketing in the last few years due to it's measurable effectiveness, scalability and potential to drive exponential returns.

Together, they are a potent force for any business. 

Yet most still struggle with the basics of tracking success, and measuring the business impact in a way that Boards and Senior Managers can get excited about. Worse, the right KPIs are often not identified at the beginning, meaning these campaigns are set up to focus on the wrong things.

This course will enable you to define the results you should be working towards; prove the value of your social media and content marketing programmes to the whole business; and use metrics to identify areas of improvement.  

Key Learning Outcomes

At the end of this workshop, participations will be able to:

  • Define strong and measurable KPIs that align with core business objectives and are valued by senior management
  • Assign monetary values to different social media and content marketing metrics that helps you make smart investment decisions and show ROI
  • Set up and use a number of different tools to track your KPIs and performance metrics
  • Build out a reporting dashboard and calculate the ROI of your different social media and content marketing activities
  • Analyse the data to find 'quick wins' that will increase your ROI
A brief breakdown of the key areas of the course

How to Define ROI That Aligns with Your Business Goals

  • Mapping social media activities to different stages of the funnel; 
  • Assigning monetary values
  • 'Actual reach’ versus ‘potential reach’
  • Paid versus organic social campaigns
  • Measuring social media value beyond clicks and impressions

How to track and measure the results of your social media activities

  • Google Analytics and setting up goals
  • Implementing the Twitter/FB conversion pixels,
  • Native analytics provided by the big social networks 
  • UTMs, dfa tags, marketing automation software and more

Building your reporting dashboard to calculate ROI

  • What quantitative data to include
  • Finding qualitative data to tell a story 
  • Primary, secondary and tertiary metrics

Analysing Data to Find Quick Wins

  • We’ll specifically look for opportunities where there is high volume and low conversions, or low volume with high conversions, and how you can quickly turn these situations into a great opportunity.
Managing Procurement for Content Marketing - 24th May

Trainer - Andrew Reeves

The course will enable you to navigate better the journey with procurement and create better alignment for all related parties.

The Overall Aim

In today’s climate of accountability and efficiency procurement have become a dominant force with agency relationships. When done well, this has led to an improved relationship between marketing and the agency that have led to improved effectiveness overall. When done badly, the introduction of procurement has broken trust and led to weak marketing as all three parties, agency, marketing and procurement struggle to align.

The overall aim is to enable you to navigate better the journey with procurement and create better alignment for all related parties.

Key Learnings
  • A brief history of procurement
  • The procurement dilemma for Marketing
  • The case for why marketing procurement should exist
  • How to deal with marketing procurement
  • How to deal with bad procurement
Key Outcomes

With the knowledge you gain you should be able be more confident in negotiations with your clients and ultimately drive better deals for your agency. A better deal will allow you to service your clients better, creating a virtuous circle of better deals, happier clients, growing agencies.

How Do I Book?

To book a place please fill out the Booking Form and send back to:

Digital content strategy and planning - 27th May

Trainer - Tim Tucker

This session will focus on strategy; how to plan, create and maintain digital content that supports and achieves your goals while meeting end users’ needs.

Attention will be given to the unique opportunities provided by the wide range of digital media and platforms available, and how each can be used to further your content marketing aims.

Key learning outcomes

At the end of this workshop participants will be able to:

  • Determine how the needs of your users and your business objectives inform your content strategy
  • Assess the benefits of a wide range of digital channels and content types, including websites, blogs, mobile apps, social media, visual content and online video, to determine which are most relevant to your business
  • Develop techniques to attract visitors to your website
  • Understand how content works across the customer journey and on all relevant content channels, including your own website and third party social media platforms
  • Develop content workflow, measurement, governance and planning systems
  • Create a strategy for the delivery and maintenance of your digital content
  • Use metrics and analytics to provide actionable insights  
  • Identify tools and resources for all relevant content marketing activities, from planning and distributing content to measurement and analytics
  • Efficiently and effectively manage digital teams, agencies and freelancers

Creating a Digital Content Strategy

  • The strategy process – how to ensure your digital strategy is right for your business
  • Resources and tools you will need to build a content marketing strategy
  • Documenting, implementing and revising content strategy

Putting the user at the heart of your content strategy

  • Researching your audience’s digital behaviour and using the data to target your content effectively
  • Creating and using ‘Personas’ and ‘Scenarios’
  • Identifying key user journeys

Defining business objectives for your content strategy

  • Establishing your goals and tying these in with online conversions
  • Identifying key messages for your digital media
  • Measuring success: analytics and KPIs

 Managing digital teams, outsourcing build, and the creative process

  • How to manage a digital brief from a client
  • Briefing and managing digital agencies and freelancers
  • How digital teams work, eg costs, account management, project management and risk management
Copywriting for digital media - 10th June

Trainer - Tim Tucker

Writers need to ensure that their copy is optimised for digital media. Good copy is required for an increasingly varied range of digital channels, and should be easily findable and readable whatever the platform.

This course will contain practical tips and techniques for writing and improving copy in order to grab attention, get found on search engines, increase engagement and persuade your customers to respond.

Key learning outcomes

At the end of this workshop participants will be able to:

  • Determine the key differences between writing online and offline
  • Format and structure content in the best possible way online
  • Understand users’ behaviour online and use this to create more effective content
  • Write content that performs well on web searches, via Google, Bing and other web search engines (Search Engine Optimisation)
  • Write engaging and persuasive copy for your readers online
  • Structure your copy well for email

Writing for the online reader

  • How people read online
  • Writing to aid scanning
  • Format and structure for digital – best practice

Copywriting for search engine optimisation 

  • How search works, and what it means for copywriters
  • Using relevant keywords in page titles, body copy and metadata
  • Internal linking best practice

Promotional copy

  • Engaging and persuading readers throughout the customer journey
  • Persuasive structure for online content
  • Calls to action and optimising conversion rates

Email communication and newsletters

  • Getting the subject line right
  • Creating great content for email newsletters
  • Avoid spamming your audience – do’s and don’t’s
Online video for content marketers  - 7th Oct

Trainer - Stephen Follows

Video is the fastest growing media online, and offers an unparalleled opportunity for brands to deliver value to customers through engaging content.

This course will enable you to plan high quality video content in order to achieve clear, measurable business objectives. Delegates will assess how to create an effective online video strategy, and learn how to create high quality video content that engages end users and delivers business value. We will also look at how to create actionable measurements that deliver attributable returns on investment for video content.

Key learning outcomes

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

  • Understand how to prepare an effective online video strategy
  • Ensure that you reach the right audience at the right time and with the right message through video content
  • Improve viewing durations, click-throughs and sharing rates for online video
  • Attribute measurable ROI to video content
  • Plan for future developments in online video
Course Content

Understanding the role of online video in content marketing

  • How video on the web works
  • HTML5 and video formats online
  • Interactive technology – clickable video and in-player adverts
  • Case studies of effective online video content
  • Branded video content, going viral and user generated content

Video content management

  • Choosing a video platform
  • Hosting and publishing
  • Integration and playback for online video

Online video distribution

  • Seeding content on the web
  • Getting found: Video search engine optimisation
  • Short form video and the social web: Facebook, Twitter, Vine, Instagram and more
Social media and community management for brands

Trainer - Michelle Goodall

This course will focus on how to develop a social media strategy that covers all aspects of customer engagement with your brand; from creating awareness, to driving participation and increasing customer loyalty, using Twitter, Facebook, LinkedIn, online forums and other relevant social channels.

Learn how social can add value to the marketing mix and how your objectives can be measured effectively. Discover what content engages on social channels, and explore best practice for publishing and sharing content on the social web.

Key learning outcomes

At the end of this workshop participants will be able to:

  • Understand the importance of social media to your business
  • Know how to plan an effective social media content strategy
  • Define social media objectives and KPIs effectively
  • Make appropriate channel selection to achieve communications goals

The social landscape

  • Trends, facts & figures in social media
  • Identifying key platforms, channels and communities for your business
  • Principles of social media engagement

Social media strategy

  • Establishing aims and objectives for social media
  • Integrating social media into your marketing and PR communications
  • Key metrics – strategic measurement and KPIs for social media

Channels & tactics

  • Copywriting and content for social media
  • Integrating social media into your content plans
  • Budgeting and ROI – managing spend and evaluating effectiveness
  • Creating and managing communities

Visual content for social media

  • Increasing engagement through visual content
  • Best practice for image sharing platforms like Pinterest, Instagram and more
  • Making images interactive on social media
User experience design and usability for the web 

Trainer - TBC

User centred design focuses on people’s motivations, goals and behaviours, to ensure that what you design and publish online meets users’ needs and furthers your goals.

This workshop will show how to approach creating useful, usable and engaging digital media and content for your business. This will also include a look at graphic design and information architecture for web and email.

Key learning outcomes

At the end of this workshop participants will be able to:

  • Understand key user experience principles for digital design
  • Employ usability techniques within a digital design project
  • Apply usability best practice to the main areas of your site or app
  • Evaluate designs for quality of user experience
  • Identify user experience issues within digital design work

Usability principles

  • Online behaviours and how they influence the way we should design
  • Meeting user expectations
  • Designing for consistency

The user-centred design process

  • Research techniques
  • Personas & scenarios
  • Card sorting
  • Usability testing
  • Prototyping and iterative design
  • Customer journey mapping

Navigation and Information Architecture

  • Where information architecture fits in the design and development process
  • Representations of navigation and best practices
  • On-site search – guidelines and best practice
Mobile marketing and design 

Trainer - Daniel Rowles

With mobile devices ranging from the latest smartphones to tablets and eBook readers, and data from the latest research, this session will bring you up to speed on the most important developments in mobile marketing, digital editions and magazine apps.

 Ensure that you’re prepared for the ongoing mobile revolution by developing effective design, content and distribution strategies for mobile. This session includes an in-depth look at mobile behaviour, how to approach app development and design, publishing mobile-optimised content for the web, and creating mobile editions of offline media.

Key learning outcomes

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

  • Asses the latest information on how audiences use mobile devices and use this as a basis for your own mobile strategy
  • Understand the design challenges posed by mobile and how to address them
  • Create content for mobile platforms that meets end users needs
  • Know what’s required to develop a strategic approach to marketing on mobile devices
  • Be aware of the new business models emerging around mobile content and services

The mobile landscape

  • Usage of mobile devices and formats, and how are they changing behaviour
  • State of play for native apps on smartphones and tablets
  • Web apps designed for mobile usage

User experience on mobile devices

  • Mobile vs desktop design – content and structure
  • Responsive design & adaptive design – pros and cons
  • Native apps vs mobile websites – how to choose which way to go

Marketing content on mobile

  • Effective ways of marketing and promoting using mobile channels
  • How apps, eBooks and other mobile formats are changing business models and pricing strategies
  • Social media and email for mobile
  • Creating adaptive content for mobile devices
How Much Does it cost?

The cost for individual day courses is as follows:

  • Members £299 + VAT 
  • Non-members £399 + VAT 
How Do I Book?

Please book by contacting

A great day - I picked up loads of useful information that I can incorporate in my work and the workshop was really interesting and enjoyable. Jessica Phillipson
Assistant Editor
Archant Dialogue
Too many courses are just brain-dumps of information, what the CMA course gave me was a methodical approach to the challenges and demands of my job - it weaponised the knowledge beyond the anecdotal Gill James
Archant Dialogue
The Copywriting for Digital Media training course provided a great insight into how the print and digital landscapes, while with similar traits, should be viewed as different entities. Our tutor Tim Tucker provided an excellent understanding in how to navigate our way in this ever-evolving landscape. Danny Brogan
Well organised and highly informative training on digital marketing, in a good location Sarah Williams
Content Marketing Manager