Master Class:

Content Marketing and RFP Master Class for Agencies

When: November 14, 2019, 8:30 am – 4 pm
Where: Stewart Hotel
371 7th Ave, New York, NY 10001
Cost: $795.00

Executive Overview

Calling all agencies! Roll up your sleeves and learn the fundamentals of content marketing and how you can apply them advantageously for your agency and your clients. Then we’ll take a deep dive application of content marketing principles to one of an agency’s most urgent (and often most difficult) challenges: responding to the RFP. Through a series of hands-on exercises, you’ll learn new ways to engage your audience and grow your business.

mug shot-robert rosePart I:
Robert Rose covers the fundamentals of content marketing from an agency perspective, exposing what it is, how it works, and how agencies can apply it advantageously for clients – and themselves.


Part II:
Jonathan Kranz will lead a deep dive application of content marketing principles to one of an agency’s most urgent (and often most difficult) challenges: responding to the RFP. Through a series of hands-on exercises, with direct, personalized feedback, participants will learn a faster, less painful and more successful way of fulfilling RFPs.


8:30 am – 9:00 am:  Registration and light breakfast/coffee
9:00 am – 12:00 pm:  Content Marketing Strategy For Agencies – How To Create, As Well as Deliver, Content Marketing Strategy To Clients
12:00 pm – 1:00 pm:  Lunch and networking
1:00 pm – 4:00 pm:  Mastering the RFP Without Draining Your Resources

The Details

Morning Session with Robert Rose

Content Marketing Strategy for Agencies: How to Create, as Well as Deliver, Content Marketing to Clients


It’s a new marketing era. It’s noisy, crowded, and overflowing with news, social messages, pop-ups and more. Privacy regulations and algorithms are affecting your marketing. Publishers and software companies are your next line of competition. Continuing on the same path won’t push you toward success. You’ll be average. And that’s the worst place to be.

So how do you stand out from the crowd? How do you help your clients with their content marketing strategy? This is our workshop on content marketing strategy for agencies. In one day, we are going to help you create the building blocks for you to deliver content marketing strategy services for your clients.

Key Takeaways:

  • The State of Content Marketing. What it is, how it is succeeding, and how it is deployed both for your clients, and your business.
  • Anatomy of A Strategy Engagement. Learn the detailed methodology of how to deliver a content marketing strategy engagement and why this will create the follow-on projects that will create long-term clients.
  • Storytelling for Business. Master the framework and structure for how agencies can help their clients develop better content, that relay better storytelling.
  • The Suite of Content Marketing Services. Explore where you go through the different kinds of follow-on engagements, with examples, so that you know how to deliver them. We also review cost, resources needed, the level of complexity, and the competitive set.
  • Audience Measurement. Discover how to measure audiences instead of the content output. Actually defining and quantifying ROI for your client.

Afternoon Session with Jonathan Kranz:

Mastering the RFP Without Draining Your Resources


There’s no way around it: as an agency hungry for new business (or even retaining old accounts undergoing agency review), you have to respond to RFPs. And this consumes time, talent, and money within a process which traditionally gives you little control.

Winning RFP Responses applies the fundamental principles of content marketing – storytelling, relevancy, and a ruthless focus on audience – to transform a necessary evil into a positive good. By participating in this hands-on, exercise-based program, you and your team will be empowered to seize control of the RFP process, exploit the intersection of the client’s greatest needs with your agency’s strongest virtues, and craft an overarching story that not only explains what you do, but how and why: how your approach is best positioned to achieve the client’s desired outcomes, and why your agency is best qualified to fulfill its promises.

Key Takeaways

  • Gather and apply the collective intelligence of your team before you commit to your responses
  • Establish priorities and create an overarching story that demonstrates your command of the most crucial client issues or challenges
  • Position every response to not only “answer” the client’s questions, but to assert why and how your approach addresses the client’s most important demands
  • Transform raw facts and data into urgent evidence of deliverable value to your clients
  • Enable everyone on your response team to speak with ONE clear voice, ensuring your RFP response consistently and coherently represents your story, your value, your strengths
  • Streamline the response process to reply more quickly, with less time and expense on your part
  • Demonstrate distinction between your response and the generic responses your competitors will submit