Making your business visible through communication
To optimize a company’s visibility, the POEM method remains a top tool for increasing brand awareness and obtaining positive feedback on products and services to drive growth. This acronym—Paid, Owned, Earned Media—highlights three types of media, which we will analyze during this workshop. In this training, participants will discover the specific features of each lever and work on implementing a digital communication strategy applied to their day-to-day business activities.
To prepare for the training
Theoretical content, text excerpts, and examples of communication messages will be shared with participants to ensure they have a minimum knowledge base. Discussions may also take place with the trainers in order to assess each participant’s context and level.
Training objectives
Develop a digital communication strategy specific to a brand to gain popularity and generate leads,
Understand the advantages and disadvantages of each type of media,
Analyze the impact of each medium,
Create impactful content.
PROGRAM
Making your business visible through communication
SESSION 1 | FOCUSING ON YOUR OWNED MEDIA
A. MAKING GOOD USE OF OWNED MEDIA
Mapping of the different communication channels and analysis of the advantages and disadvantages of each,
Introduction to the POEM method,
Adoption of the Owned Media communication method,
Introduction to natural referencing (SEO),
Sharing techniques for finding the keywords searched by consumers,
How internal, outbound, and external links work, and the differences between them.
B. WORKING ON YOUR CONTENT STRATEGY
Writing content using the AIDA method, the inverted pyramid, and the 5 levels of awareness,
Working on how to trigger emotions in consumers,
Defining your deepest motivation, your Why, for communicating.
C. DEFINING YOUR SOCIAL MEDIA MANAGEMENT
Study of each social network’s specific features and its suitability according to the participants’ roles and responsibilities,
Work on FOMO/JOMO strategies.
SESSION 2 | FOCUSING ON YOUR PAID AND EARNED MEDIA
D. PROMOTING YOUR CONTENT WITH PAID MEDIA
In-depth study of the Paid Media method,
Introduction to Google AdWords and practical application,
Developing your visibility with social media ads.
E. LEVERAGING YOUR EARNED MEDIA
In-depth study of the Earned Media method,
Sharing press relations and influencer strategies to obtain qualified content,
Strategy for using user-generated content in your communication.
Our teaching methods
We aspire for as many people as possible to have the freedom to act and fulfill their potential through our innovative and collaborative training programs. We therefore offer truly memorable learning experiences, placing pace, the desire to learn, and people at the heart of the method.
Our credo: to capitalize on innovative expertise and methods, capable of engaging all the ways our participants learn. Our approach is based on the 7 existing types of intelligence, to reach and leave a lasting impression on everyone.
At Seven, you gain access to always cutting-edge content that drives action, as well as tools that guarantee immediate impact. Our 300 experts trained in our method have already enabled 60,000 people to enjoy unforgettable learning experiences and develop new skills. Take the time to save time! Train with us.
Certification
The quality certification has been awarded for the following category of action:
Training Action
Open certificationAbout
Is this training course covered by the OPCOs?
Yes! You can get in touch with your Skills Operator to ask them about coverage. We can support you with this process.
Are there any prerequisites?
We aspire for as many people as possible to have the freedom to act and fulfill their potential through our innovative and collaborative training programs. We therefore offer truly memorable learning experiences, placing pace, the desire to learn, and people at the heart of the method.
Our credo: to capitalize on innovative expertise and methods, capable of engaging all the ways our participants learn. Our approach is based on the 7 existing types of intelligence, to reach and leave a lasting impression on everyone.
At Seven, you gain access to always cutting-edge content that drives action, as well as tools that guarantee immediate impact. Our 300 experts trained in our method have already enabled 60,000 people to enjoy unforgettable learning experiences and develop new skills. Take the time to save time! Train with us.
Does this training course fall under the FNE-Formation program?
Yes. The FNE-Formation scheme allows all employees on partial or full furlough to have their training costs covered. If your company is eligible for partial unemployment and you are in this situation: this training will be reimbursed 100% by FNE-Formation.
How am I evaluated?
Your learning outcomes will be assessed through a practical case, a simulation, or a questionnaire.
You will be given a certificate of completion at the end of the training.
Is the training accessible?
Yes
Interested in this training course? Any questions?
Catalog or custom training courses
Duration
Location
Capacity
participant(s)
NPS*
Price
Inter : 1 200 € HT par personne
Intra : sur devis
TRAINING
