Master Class
Master Class:
Content Marketing Strategies for Brands and Agencies
When: January 23, 2020
Where: Stewart Hotel
371 7th Ave, New York, NY 10001
Cost: $695.00
Want better results from your content marketing? This one-day, hands-on workshop will help you make 2020 the year you get them. We’ll teach you a time-tested process for honing your existing strategy or developing a new one you can apply to any content marketing goal, including:
- Building brand awareness
- Strengthening credibility and trust
- Nurturing subscribers, audiences, and leads
- Generating demand and revenue
- Building loyalty
- Supporting new products
Who should attend?
Anyone who wants to create exceptional content that engages their audience and helps grow their business will benefit from this class, including:
- Marketers who lead content and demand generation teams for their brand
- Agency leaders and strategists who lead client content marketing engagements or create content to promote their agency
- Corporate communications and PR leaders charged with content strategy
- Audience development and new business professionals charged with attracting and engaging followers and prospects
What you’ll learn
Through expert instruction and workshop exercises, you’ll end the class knowing how to:
- Build a strategy that aligns your content marketing program with business goals
- Create a content marketing mission statement that will guide every piece of content you create
- Develop personas that pinpoint audience needs and wants
- Identify the unique value you can offer that audience
- Come up with ideas for content your audience will care about and that support your goals
- Measure and prove multiple lines of value from content marketing
Why learn from us?
We’ve taught thousands of marketers at brands and agencies how to advance their content marketing practices over the past decade. That’s literally CMI’s mission. We do this through live events (including Content Marketing World, ContentTECH Summit, Content Marketing University, and master classes), webinars, and online content. Robert Rose, our chief strategy advisor, has personally helped more than 500 brands with their strategic marketing. He also co-wrote (with CMI founder Joe Pulizzi) Killing Marketing, which has been called “the book that rewrites the rules of marketing.”
Agenda:
8:30 am – 9:00 am: Registration and light breakfast/coffee
9:00 am – 9:15 pm: Welcome
9:15 am – 9:45 am: Return on Audience – The Success of Content Marketing
Content marketing is a business model and should be treated as such. We examine the state of content marketing, frame the right questions, identify the challenges, and examine a new, integrated approach to the strategic value of content marketing.
9:45 am – 10:00 am: Break
10:00 am – 11:00 am: Purpose-Driven Content Marketing Strategies
Creating content that aligns with a business purpose is more challenging than ever. We have to develop content that competes not only with competitors, but for the fragmented attention of audiences across every type of media channel. We talk through the right way to make the business case for content marketing and outline the content strategy plan.
11:00 am – 11:15 am: Classwork Exercise
11:15 am – 12:00 pm: Audience Persona Development: The Product Design of Content
Effective marketing communication that creates value for audiences means looking at people as more than simply buyers, or influencers. As we look to specifically deliver value to audiences, we need to understand how to differentiate our story, and not only deliver facts, but make people care about the facts. This is what plays into the bigger picture of creating content that entertains, inspires, and/or educates the audience we are trying to influence.
12:00 pm – 1:00 pm: Lunch and Classwork Exercise
1:00 pm – 1:30 pm: Dessert and a Word from Our Sponsor
1:30 – 2:30 pm: The Architecture of Storytelling and Why Audiences Will Care About Our Content
We’ll dig in and start working on our stories. Let’s get to the remarkable and emotional stories we want to tell as content marketers.
2:30 pm – 2:45 pm: Exercise: Storytelling and Getting to Your Story’s Core Architecture
2:45pm – 3:15 pm: Measure Like a Media Company
If we’re going to create media products like a media company, let’s learn how to value our audience in a similar way. From direct measurement, to indirect value, let’s explore a framework for driving multiple lines of value out of our content marketing initiative.
3:15 pm – 3:45pm: Story Mapping
We’ll examine what success looks like, and how can we begin to map out a successful approach to implementing our strategy. We’ll take a step by step approach for looking at your content marketing strategy and developing the implementation plan.
3:45pm – 4:00 pm: Questions, Answers, and Epilogue
We’ll wrap up and focus on how we take what we learned today and make it real.
Robert Rose, Chief Strategy Advisor, CMI
Robert Rose is the Founder and Chief Strategy Officer of The Content Advisory – the education and advisory group of The Content Marketing Institute. As a strategist, Robert has worked with more than 500 companies including global brands such as Capital One, Dell, Ernst & Young, Hewlett Packard, and The Bill & Melinda Gates Foundation.
Robert is the author of three books. His latest, Killing Marketing, with co-author Joe Pulizzi has just been released. His last book, Experiences: The 7th Era of Marketing, was called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards for a number of companies, such as Akoonu, DivvyHQ and Tint. @Robert_Rose
Thanks to our Media Sponsors:
