CMA Digital Training

CMA Digital Training Course


This training programme provided 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 this training programme, delegates were able to confidently plan, create and measure better digital content that met their audience’s needs and furthered their business objectives.

Content Marketing

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

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
Course Modules & Dates  

Digital content strategy and planning 

Copywriting for digital media 

Social media & community management for brands 

User experience design and usability for the web  

Mobile marketing and design 

Online video for content marketers 

How Much Does it Cost?

Individual sessions are as follows:

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

If you have any questions please contact


All training will be held at etc. Venues. 


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 will be between 10-20 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.


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.

Michelle Goodall

Michelle Goodall specialises in digital transformation, communications and social media. Formerly Digital Director at Lexis Public Relations she has over 16 years’ online communications and social media consultancy experience. During this time she has developed social media engagement strategies and social business transformation for clients including Direct Line, London2012 (LOCOG), Econsultancy, BBC, CNN, Coca Cola, Domino’s, eBay, Camelot, Random House, Macmillan, Penguin, Diageo, Boots and Barclaycard.

She worked with London2012 over a 4-year period and was involved in the highly successful social media/communications activity during the games itself.

She is a CIPR Social Media Panel member, visiting social media lecturer at Manchester Metropolitan University and a regular speaker. Listed in Freshnetworks Top 20 Social Media speakers and experts, she is described as, “especially good at educating an audience to give them a common understanding of social media.”

Daniel Rowles

Daniel Rowles, Digital Marketing Trainer, Author and Consultant

Daniel has been working in Digital Marketing for the past 16 years, with extensive experience working both client side and within the agency environment. He is a Course Director for the CIM, a certified Google Squared trainer and a lecturer at Imperial College and Cranfield School of Management.

Daniel has helped organisations of all types to use digital marketing effectively, working with a wide range of businesses, from startups through to global clients like the BBC, Sony, Tesco, Vodafone,Mercedes, L’Oreal and Warner Bros.

He is the voice of the Digital Marketing Podcast, a worldwide top-ten business podcast in iTunes, Managing Director of and an award winning author for publisher Kogan Page (Mobile Marketing 2013, Digital Branding 2014).

Daniel’s training and consultancy is backed up by many years of real world experience planning and implementing digital campaigns. Daniel prides himself on his practical and hands-on training content, and brings best practice from many years working for a broad range of International clients across the full range of digital marketing techniques.

His career has covered both the technical and business aspects of digital marketing, meaning he is able to bridge the gap between the two and make best use of the tools and technology available.


  •  16 Years Experience in Digital Marketing
  • Chartered Institute of Marketing Course Director
  • CEO
  • Certified Google Squared Trainer
  • Econsultancy Trainer of the Year 2012
  • Lecturer Imperial College & Cranfield School of Management
  • Award Winning Author:“Mobile Marketing” & “Digital Branding”
  • Host of The Digital Marketing Podcast
  • Top 10 iTunes Business Podcast
  • Judge of the CIM Marketing Excellence Awards since 2010
  • Keynote speaker CIM Digital Summit since 2013

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.

Training programme and Course Outlines
1. Digital content strategy and planning 

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
2. Copywriting for digital media

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
3. 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
4. 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
5. 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
6. Online video for content marketers  

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 asses 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

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 
Host - Tim Tucker

Tim Tucker

These courses will be run by 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.

In 1999 he became an online publisher and launched (now known as, which quickly became one of the world's leading video games websites. In 2004 he formed part of the senior management team heading up the newly formed New Media division. As Online Group Senior Editor Tim introduced a focus on user experience and usability testing on some of the company’s most successful online launches, including,,, and

In 2009 he left Future to work as an independent consultant and trainer. He offers a user-centred approach to digital content development, and has worked within a diverse range of digital environments, both B2B and B2C, including the Nationwide Building Society, The National Trust, Barclaycard, Nokia and the UK Government’s Cabinet Office.

Training and development

Tim has over five years' experience training in digital media communications. He specialises in content strategy and marketing, and his clients have included some of the UK's leading brands, publishers and organisations, including:

  • Telegraph Media Group
  • News International
  • IPC Media
  • BBC Magazines
  • Harper Collins
  • Hachette UK

As well as training brands and businesses in principles and best practice of digital content marketing and strategy, Tim has worked with academic organisations to teach and train at the highest level.

Econsultancy MSc in Digital Marketing Communications

Econsultancy created the UK’s first ever MSc in Digital Marketing Communications in 2006, accredited by MMU (Manchester Metropolitan University).  In 2011 Tim worked with Econsultancy to create a module for the MSc on ‘Developing Effective Content’. The MSc attracts marketers and professionals from a range of industries, both agency and client-side, from organisations including World Duty Free, John Lewis, Switzerland Tourism, HP International, Euromonitor, Redeye, Orange, 3i, Lake District Hotels Ltd, British Council, LV=, Aggreko Plc, TUI Ski, HP International, Met Office, Sodexo Prestige, DHL, Mintel and British Council.

Hult International Business School

Working with Econsultancy and Hult International Business School, Tim developed a new MSc in International Digital Marketing, which launched in 2011 for delegates coming from around the globe.Tim joined the faculty for the programme in 2011 and designed and delivered a 4-day programme on Digital Publishing for students at the Hult International Business School, which has campuses in London, Dubai, Chicago, San Francisco and Shanghai.

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