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How to Create a Successful Content Marketing Funnel

Do you feel a pressure to publish content to an endless variety of different 'streams' or 'feeds'? You know that creating, publishing and promoting great content is great for business, but you don’t have the time or resources to keep up.

During an intensive but enjoyable one-day workshop, you’ll discover an actionable philosophy to market your business effectively online with content. With practical tips, insights and case studies, you'll be able to start producing a variety of content that works.

The workshop outlines a step-by-step content strategy approach: from planning and creating your content to delivering and managing it. Attend the programme, and you will come away feeling confident to tackle issues such as telling your boss what’s wrong with your current approach, getting the right budget and resources and bringing all stakeholders on board.

Using plenty of exercises, real-world advice and relevant case studies you’ll learn how to: 

Workshop Programme

A primer on Content Marketing

  • Content Marketing – an introduction
  • Benchmark your performance
  • How to create a workable Content Strategy
  • Designing your production roadmap

Researching your Audience

  • Give them what they want and what you need
  • Use data you already have
  • Forms, questionnaires and other research methods
  • Define your Messages and Personas
  • Case studies - good and bad examples

Content Creation

  • Telling your Story with Content
  • The difference between Brand Voice and Tone
  • Generating content ideas
  • Writing material people want to share
  • Test and Learn

Your Content Creation Toolbox

  • Old school methods
  • How to write quickly
  • Quality vs Quality
  • Understand content types, character lengths, hashtags and emoji counts
  • Software tools that make life easier

Content tips for specific platforms

  • Writing tips for Twitter
  • How to write for Facebook
  • Why writing for LinkedIn is different
  • Crafting effective Instagram posts
  • Producing video quickly, cheaply and easily
  • Long form channels such as Medium and Quora

Measurement and Monitoring

  • Using data to improve your content
  • OKRs – setting your Objectives and Key Results
  • How to measure the Return on Investment (ROI) of your content
  • Generating insight to increase engagement

Action Planning

  • What’s Next
  • Bringing people on-board
  • Tell the story, set the drama and sell the solution
  • Developing your Now, Next and Long plan


Following this training workshop, you will be able to:

  • Create an effective Content Strategy for your business or organisation
  • Agree your objectives for your marketing material
  • Benchmark your performance against competitors and ‘best in class’
  • Tailor content for different social platforms
  • Use a variety of tools to help you craft and shape your content
  • Plan your content calendar around audience needs and drivers
  • Learn from success and failure of other organisations’ social media content
  • Implement techniques and tools for achieving your brand, sales and CRM goals


Date: Thursday 14th November 
Location: Bisley Office Furniture Showroom, 32 Dallington St, London EC1V 0BB
Time: 9.30am-4.30pm (buffet lunch included) 
Cost: £140 + VAT 

Workshop Leader:  Andrew Lloyd Gordon

Andrew Lloyd Gordon is a consultant, speaker and digital marketing expert. As a qualified marketer and experienced trainer, Andrew has worked with clients such as the UK Cabinet Office, Bose, UCAS, Kings College London, Universal Music, the NHS and many others.

Andrew is a freelance trainer for Google’s flagship digital marketing eLearning programme, ‘We Are Squared’ and a member of Google’s prestigious Digital Academy team. He also recently authored the digital marketing content for the ‘Advanced Digital Business Leaders’ (ADBL) programme.

Andrew regularly speaks at a wide range of conference and events in the UK and overseas.

You can find Andrew online via:

Profile website:

LinkedIn: ‘Andrew Lloyd Gordon’

How to Book Your Place

Download the booking form here to book your places, and return to as soon as possible.