Strategic Marketing

The Inventory: How to design a Content Marketing Plan that keeps you sane

Content Marketing Session

If you have been marketing your business, products and services for some time, you will have a back-catalogue to harvest for content ideas and online content to share more widely. This includes any digital content assets, but may also include offline, traditional marketing materials – even old brochures and reports. The efficient content marketer will look for opportunities to re-use and repurpose older content, or ‘hero’ assets like video, podcasts, webinars, online events and e-books.

Get Ready: From ‘top of mind’ to ‘top of preference’: how to become the clear choice for customers

Content Marketing Session

This session will help you discover how you are unique. As Sainsburys said: “Our Values Make Us Different”. It’s as true for businesses, charities, agencies, corporations and sole traders as it is for us as people. Each has a personality and identity. But it is how you apply your values and deliver the benefit of them to your customers that is unique.

If you can turn your values into the value they deliver to your customers, then you’re really onto something. It’s time to show them what you do and why only you can do it.

The Destination: How to create content that reaches your customer’s heart, and mind.

Content Marketing Session

It’s not enough to think like a customer, we need to get inside their head to truly understand what motivates them and makes them tick. Unless you’re able to spend time with your customers, you can only make assumptions about what they want and the solutions they require. This session will take you through the process of characterising your customer step by step until you feel confident about what they want to achieve.

Change Management: how do we make it stick?

Change Management Image

Overview  Change management ensures that the change leaves an organisation better than it was before.  This involves understanding what is driving the change, understanding the risks, understanding the people motivators, understanding the benefits, and having the ability to embed the change firmly within the culture of the organisation.  Course structure This is an interactive virtual …

Change Management: how do we take people with us?

Change Management Image

Overview With change we need to see the need, move to meet the need and finish when there is no more need for it!  Successful change is led by people who deliver literally ‘where the rubber meets the road’, those with the ability to build a high concept pitch backed with the ability to clearly …

Sharing Scotland’s Stories

Join CIM for another great Webinar Express on Tuesday 23 February 2021. With fierce international competition, how does a small country like Scotland get itself noticed and make a name for itself? Through collaboration, agility, and the ability to be bold. In this talk, Cat shares her experience working across national organisations to share Scotland’s stories with the world. Speaker:- Cat Leaver, Head of Brand at VisitScotland. Cat is a strategic marketing leader with experience across traditional and digital channels, complex stakeholder management and a track record of delivering results in both agency and client-side environments. She heads up global brand for VisitScotland and holds a non-executive board position for CodeClan – Scotland’s national digital skills academy – and an advisory board positions for City Nation Place.

Developing customer insight to drive marketing strategy

Join CIM for another great webinar in the Graduate Gateway Marketing Club on Thursday 18 March 2021. This webinar is part of our Graduate Gateway Marketing Club series of events.

In this session, we’ll look at how to translate data into insight, how to ensure that this insight is actionable and how we can utilise insight in our marketing strategies.

Points are good because they stick into things

Join CIM for another great webinar in the Graduate Gateway Marketing Club on Thursday 25 February 2021. Every brand needs a point, a sharp definition of its purpose that will stick in people’s minds. It stands to reason that a brand-aligned behind a shared point will have a better chance of success than one that isn’t. However, can be can fiendishly hard to do!

Focusing your marketing strategy on recovery and growth

Join CIM for another great webinar in the Webinar Express Series on Tuesday 16 February 2021. The coronavirus pandemic has elevated the relevance of reputation and relationships in marketing. Over the past year, businesses with a clear vision and purpose have stood out, while those who have failed to act responsibly have been exposed.  

But the seemingly unending uncertainty has made it challenging for marketers to know what they should be doing, both tactically and in terms of implementing or redefining marketing strategies. In this webinar, strategic marketing consultants Jade Tambini and Georgina Lewindon, together with data and analytics consultant Sameer Rahman, will answer some of the pertinent questions at the forefront of marketing professionals’ minds. Drawing on their versatile combined experience, they’ll provide practical advice for how to position your marketing strategy over the next few months to enable your business to recover and grow.