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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.

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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.

Who it is for

No prerequisites are required to enroll in the 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

  1. Session01

    Focus on your owned media

    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

    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

    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
  2. Session02

    Focus on your paid and earned media

    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

    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

Before the course

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.

Assessment

A practical case, a simulation or a questionnaire; a certificate of completion at the end.

MethodRhythmic, hands-on sessions built on real work situations, in five phases.The Seven method

Practical information

For terms and deadlines, contact us at least 15 days before the date you have in mind.

Accessible to people with disabilities: a designated disability coordinator follows up on any adaptation request, to be reported before the course.

Welcome booklet

In the same area

Communication and cooperation

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