It’s never been more important to effectively plan and implement the content your organisation is producing – it’s the key to meeting your engagement and sales KPIs.
Experienced content strategist and trainer Cameron Pegg has created a suite of five complementary courses for QUTeX that explore best practice content, and how you can immediately improve your own practice.
- Compelling Copywriting for Print and Digital
- Mastering Datavisualisation for Marketing and Communications
- Planning Professional Presentations
- Successful Speechwriting
- Creating Publications that Cut Through and Inspire Action
We spoke with Cameron to learn more about these courses, and why they could be the right fit for your professional development journey.
Content is a broad term. What does it mean?
Content encompasses anything and everything you produce in your digital and physical environments. Some people focus on websites only when discussing content strategy, but a holistic view is to consider all of the “touchpoints” you offer to your customers and stakeholders.
This includes your social channels, e-newsletters, mobile apps, advertising, multimedia material, and any print collateral (including merchandise). It also encompasses things like PowerPoint presentations, speeches, posters, direct mail, and even things like exhibition booth design, and signage.
Crucially, content is not just a means to engage externally. Creating effective internal-facing content is also incredibly important, particularly for change management.
What is the difference between content marketing and content strategy?
The two terms are often interchangeable, but the key difference is this – content strategy considers the strategic drivers, the options, and their respective resourcing, timing, and KPIs.
Content marketing is more likely to focus on the operationalisation of that strategy, including analytics.
What content formats do these courses cover?
The courses each run for a full day (face-to-face), or are split over two half-days (online). Each course focuses on a particular content format or process:
Each course breaks down the particular content format by incorporating research and case studies. Powerful methodologies and typologies are shared to empower you with new ways of thinking and doing. Attendees are encouraged to apply their learnings straight away, with individual and small-group activities spread throughout the day.
Should the courses be completed in a particular order?
The courses are separate, but complementary. There are no pre-requisites – you can complete any or all of the courses in whichever order or combination works for your schedule and learning goals.
Many attendees start with the content format most relevant to their day-to-day work, and then choose to attend later courses to explore other content formats.
Who will find these courses useful?
Content needs to be produced within all kinds of organisations, and by people with diverse roles and titles. With this in mind, the courses have been created to be useful for anyone who has to plan, produce, or evaluate content as part of their job. Whether you work within a government, private, or not-for-profit organisation, you will leave these courses with tips and tricks to apply straight away. (Each course includes handouts to take home, with suggestions for further reading).
Previous attendees have included business owners, directors, and managers, in addition to those occupying specific communications, marketing, and engagement roles.
What participants are saying…
“One of the most enjoyable workplace/executive courses I’ve ever done. Feel quite engaged after the day.”
(Planning Professional Presentations course evaluation – August 2021)
“The introduction to the topic and structure of the presentation made the topic really approachable, and I genuinely feel more knowledgeable in the area.”
“Cameron is obviously an expert in his field and I enjoyed spending the day learning from him.”
(Mastering Data Visualisation for Marketing and Communications course evaluation – November 2021)
“Be great if you could have more hours in the day – so much good stuff!
“Great energy in the room. I like Cameron’s style.”
(Compelling Copywriting for Print and Digital course evaluation – July 2021)
“Real world examples of work and robust discussion with peers and facilitator made for fascinating insight.”
(Creating Publications that Cut Through and Inspire Action course evaluation – April 2021)
“Good course, good ideas and good examples. Even though I have speechwriting experience, it was good to gain additional ideas.”
(Successful Speechwriting course evaluation – June 2021)
See communication all QUTeX courses by Cameron here.