Until quite recently marketing meant blasting away at consumers with a one-sided story about how great a company’s products or services are. That “stuff-it-down-their-throats” approach no longer works in the era of thousands of two-way online channels. Content marketing, on the other hand, is about creating and distributing useful, relevant, valuable, (and even fun) content that your prospects actually want to consume while they build a relationship with your company.
Chances are your organization has a digital marketing strategy, and you’re using some combination of SEO, Google AdWords, display ads, email, and social media to get the word out. But there’s another way to market your products and services that are part of — and separate from — your digital marketing, and that’s content marketing. This approach is as much about building a relationship as it is making a sale, and it’s especially necessary for a time when consumers are tuning out traditional advertising. Here are some of the topics we’ll cover as we introduce you to this surprising effective way to sell without overtly selling.
- Setting your content marketing strategy, defining your goals, audience and channels
- Editorial planning and managing the creation and editing of your content
- Using owned, earned, and paid media for distribution of content and audience building
- Measuring the impact of your efforts and their effect on the organization’s goals
- How content marketing supports an effective SEO strategy
- The pros and cons of outsourcing content creation and management
*Lunch is provided. Hot, cold, gluten free and vegetarian selections available.
Prerequisites – None.
Who Should Take This Class?
This workshop is for anyone involved in strategizing, managing, or implementing a marketing communications program — and especially for those responsible for digital marketing strategy, SEO, and content.
Topics & Schedule:
Introduction (10 – 10:30am) ~30 minutes
• Goal: Cover Outline & Introductions
Plan (10:30 – 11:50pm) ~80 minutes
• Goal: Establish the Who/What/When/Where/Why/How of Content Marketing
• What We’ll Cover: Why: Goals / Metrics / KPIs (covered at end of day, too), Who: Buyer
Personas, What: Content Topics & Formats Across the Customer Lifecycle, When: Editorial
Calendars, and Where: Channel Plan.
Break (11:50-12:00) 10 minutes
Produce (12:00pm – 1:00pm) ~60 minutes
• Goal: Effective & Efficient Project Management
• What We’ll Cover: Content Formats and Topics; Formatting; Scheduling & Prompts for Writers,
Designers, & Developers; Your Content Marketing Checklist.
Lunch (1:00-1:45) 45 minutes
Promote (1:45pm – 2:45pm) ~60 minutes
• Goal: Maximize Content & Brand Visibility To Target Audience
• What We’ll Cover: Building a channel plans for Owned Media (Site / Email / Social), Paid Media,
and Earned Media. Completing Worksheet: Content Promotion Channel Plan.
Break (2:45-3:00) 15 minutes
Measure (3 – 4pm) ~60 minutes
• Goal: Prove Value & Justify Efforts, or Adjust Strategy
• What We’ll Cover: Goals / Metrics / KPIs, Content Marketing Measurement Tools & Reporting
Format, How to Measure Content Marketing ROI against each stage of the customer lifecycle.
Wrap-up (4pm-5pm) ~60 minutes
• Q&A & Course Review