How to plan, create, distribute and measure content that works across the full customer journey

Reflection: Is your content currently planned as a connected system, or as a series of separate channel tasks?

Content is now central to search, social, email, sales enablement, customer experience, AI visibility and brand trust.

The problem is not lack of content, but often lack of direction.

CMI defines content marketing around “valuable, relevant, and consistent content” designed for a clearly defined audience and profitable action. 

Tactical focus: Create useful assets for real audience needs.

Strategic focus: Build a content system that supports business goals.

Session aims

By the end of this session, you should be able to:

Build content plans from objectives, not habits

Match content to audience needs and journey stages

Choose channels more intentionally

Repurpose content without becoming repetitive

Use governance to protect quality and consistency

Measure content by contribution, not noise

More webinars like this at Cambridge Marketing College http://marketingcollege.com/events

Neil and Saul discuss industry trends and what we can all learn from this cutting edge industry. The conversation also goes deeper into the psychology and nuances of communication.

For marketing strategy support in medtech and healthcare businesses, reach out to Saul http://outcomesrocket.com

Check out the Outcomes Rocket Podcast https://podcast.outcomesrocket.com/

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Ralf Gehrig, Global Chief Experience Officer at WongDoody, spearheads a dynamic team of over 2,000 designers and creatives focused on creating human-centric digital solutions. With a wealth of experience exceeding 20 years in design, digital strategy, and technology, Ralf brings a unique perspective to solving complex digital challenges.Ralf and Neil discuss his latest research findings that show what brands fear about AI and how customers perceive AI-generated content. This is a must-watch for all marketers and communicators in business.Visit WongDoody and download the research https://www.wongdoody.com/More content like this at Neil Wilkins Online http://neilwilkins.onlineSubscribe to the Neil Wilkins Podcast #linkinbio

Session aims

By the end of this session, you should be able to:

Structure a clear campaign reportLink objectives, activity and outcomes

Select relevant evidence

Explain results rather than simply list them

Write useful conclusions and recommendations

More content and webinars like this at Cambridge Marketing College http://marketingcollege.com/events

How to produce more accurate, structured and consistently useful marketing outputsBy the end of this session, you should be able to:Diagnose why a prompt is producing weak resultsBuild prompts around clear outcomes and success criteriaSupply better context and source materialSpecify structure, constraints and quality requirementsImprove prompts through testing and targeted iterationCreate reusable prompting systems for consistent marketing workMore content like this at Cambridge Marketing College http://marketingcollege.com/events

How to communicate clearly, manage expectations, and build productive relationships with senior colleagues

Reflection: Which senior stakeholder relationship currently feels easiest, and which feels hardest? Why?

Marketing rarely works in isolation. Much of the role involves influencing people with different priorities, time pressures, and definitions of success. HBR’s recent guidance describes managing up as proactively building a productive, mutually beneficial relationship with your boss through understanding priorities, tailoring updates, and balancing their needs with your own.

Key point: Managing upwards is not politics in a grubby suit. It is part of doing your job well.

By the end of this session, you should be able to:

Understand what managing upwards actually involves

Recognise what senior stakeholders usually care about

Communicate in a clearer, more useful way

Manage expectations before problems grow

Build trust, credibility, and better working relationships upwards

More webinars like this at Cambridge Marketing College http://marketingcollege.com/events

Wiebke Tasch is a Berlin-born publishing strategist and founder and CEO of the U.S.-based publishing company Digital Authors.

With a master’s background from Bauhaus University, she approaches book publishing as a functional system, where clarity, structure, strategic positioning, and high-quality design work together. She helps non-fiction experts turn their ideas into professionally published, market-ready books built for long-term impact.

(Apologies for the appearance of the rooster and the cat, in this episode… some things we cannot control in a live environment!)

This link gives you access to a free market analysis of your non-fiction book idea or manuscript. It helps you evaluate market potential, ideal positioning, and whether publishing is a smart next step, before investing your time or money.

Connect with Wiebke on LinkedIn

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Social media is awash with AI generated content. 71% of images being uploaded everyday are made by AI, and in some platforms over 45% of the users are bots. 

You are not interacting with people any more, because the 'social' has gone from social media. 

My guest on this episode of the Neil Wilkins Podcast, is Ross Thorpe, the CEO of Rooverse and a founding member of the AI Trust Council. Rooverse, is a social media platform that blocks users from uploading any AI generated content. Just people interacting with people, and it’s the only social media platform backed up in space. 

Connect with Ross https://www.linkedin.com/in/ross-thorpe-01768a45/

Explore Rooverse: Built for real humans. Experience social media without bots, algorithms, or AI-generated content. Just authentic human connections https://web.rooverse.app/

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How do we remain authentically human while the world around us changes at an accelerating pace?

After more than 45 years in mental health and working with over 30,000 patients, my guest today, Dr Fred Moss, has become deeply interested in this question, that feels increasingly relevant in the age of AI and digital transformation.

Fred is the founder of Welcome to Humanity and creator of the Undoctor Reset™ program, where he helps people move beyond labels, burnout, and disconnection through communication, creativity, self-expression, and genuine human connection.

Let’s explore, staying human in the AI era.

Connect with Fred Moss https://drfred360.com/

A central hub connecting to Dr. Fred Moss’s books, community, courses, podcasts, and ongoing conversations, allows those who resonate, to continue the dialogue in a way that feels natural and human https://welcometohumanity.net/

More content like this at Neil Wilkins Online https://neilwilkins.online/category/mindful_living/

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How to turn data and research into useful insight that improves relevance, decisions and campaign performanceAudience understanding sits at the heart of effective marketing, but data alone is not insight. Gartner describes the role of data and analytics as helping businesses make better decisions and improve decision outcomes. McKinsey’s insights and analytics work similarly focuses on translating consumer insights and big data into concrete initiatives that drive growth. The job is not to collect more information. It is to turn information into better choices. By the end of this session, you should be able to:- Understand the difference between data, research and insight- Use practical models to build audience understanding- Turn research into clearer decisions and better campaigns- Avoid shallow personas and weak assumptions- Improve relevance by focusing on needs, motivations and behaviourMore content like this at http://marketingcollege.com/events