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 - Focus on your owned media
A. Making good use of owned media
Mapping the different communication channels and analyzing the benefits and drawbacks of each
Introduction to the POEM method
Learning the owned media communication method
Introduction to SEO
Sharing techniques for finding the keywords searched by consumers
How internal, outbound, and external links work and how they differ
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 your consumers
Defining your deepest motivation, your why for communicating
C. Defining your social media management
Study of the specificities of each social network and its adaptability according to the participants' roles and responsibilities
Working on FOMO/JOMO strategies
Session 2 - Focus on your paid and earned media
A. Promoting your content with paid media
Deepening your understanding of the paid media method
Introduction to Google AdWords and hands-on practice
Developing your visibility with social media ads
B. Leveraging your earned media
Deepening your understanding of the earned media method
Sharing press relations and influencer strategies to obtain high-quality content
Strategy for using user-generated content in your communications
Our teaching methods
We aspire for as many people as possible to have the freedom to act and fulfill themselves thanks to our innovative and collaborative training programs. We therefore offer truly memorable learning experiences, putting pace, the desire to learn, and people at the heart of the method.
Our credo: to build on expertise and innovative formats, 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 have access to content that is always at the cutting edge and prompts action, as well as tools that guarantee an immediate impact. Our 300 experts trained in our method have already enabled 60,000 people to experience unforgettable learning experiences and develop new skills. Take the time to save time! Train with us.
Certification
The certification was issued under the following category of action: Training action
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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?
No prerequisites are required to enroll in the training.
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?
Regarding the terms and deadlines for access to this training, you can contact us directly with a minimum notice of 15 days before the desired date.
Accessible to people with disabilities: a designated disability coordinator will follow up on any adaptation request, which must be reported in advance of the training.
Are you interested in this training?
Training programs can be custom-designed.
Duration (in days)
2 days
(adjustable internally)
Duration (in hours)
12h (2x6h)
Location
Capacity
participants
NPS*
Inter price
1 200 € HT
per participant
Intra price
TRAINING
