Marketing & Communication

Content Strategy and Thought Leadership Marketing

Thought leadership content builds credibility and attracts customers, especially in B2B and professional services. This course covers content strategy, audience research, developing distinctive points of view, content formats, editorial planning, distribution, repurposing and measuring influence.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Generic content is easily ignored. This course helps you create content that demonstrates expertise and influences decision-makers.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

The course uses content audits, strategy workshops, writing exercises and distribution planning.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Develop a content strategy aligned with business goals
Research audiences and their questions
Develop distinctive thought leadership themes
Plan content formats and editorial calendars
Distribute and repurpose content across channels
Measure content performance and influence

Target audience

Who should attend.

This course is suitable for:

Content marketers
Marketing managers
Communications professionals
Consultants and subject experts
B2B marketers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Content strategy
Audience research
Thought leadership development
Editorial planning
Content distribution
Content measurement

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Content Strategy

09:00–09:54Role of content
09:54–10:48Strategy components
10:48–11:00Content audit
11:00–11:30Coffee break
11:30–12:12Content audit (continued)
12:12–13:06Goals
13:06–14:00Exercise: Content audit

Day 2Audience and Insight

09:00–09:54Audience personas
09:54–10:48Questions and needs
10:48–11:00Buying journey
11:00–11:30Coffee break
11:30–12:12Buying journey (continued)
12:12–13:06Competitive content
13:06–14:00Workshop: Audience map

Day 3Thought Leadership

09:00–09:54Points of view
09:54–10:48Research and data
10:48–11:00Expert voices
11:00–11:30Coffee break
11:30–12:12Expert voices (continued)
12:12–13:06Credibility
13:06–14:00Exercise: Developing a POV

Day 4Formats and Planning

09:00–09:54Articles, reports, video and podcasts
09:54–10:48Editorial calendars
10:48–11:00Production workflows
11:00–11:30Coffee break
11:30–12:12Production workflows (continued)
12:12–13:06AI assistance
13:06–14:00Workshop: Editorial calendar

Day 5Distribution and Measurement

09:00–09:54Owned, earned and paid distribution
09:54–10:48Repurposing
10:48–11:00Content metrics
11:00–11:30Coffee break
11:30–12:12Content metrics (continued)
12:12–13:06Optimisation
13:06–14:00Capstone: Content strategy

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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