Content Marketing: Chicago

The University of Chicago Booth School of Business Gleacher Center
450 North Cityfront Plaza Drive, Chicago, IL 60611-4316
4/4/2013 8:00 AM - 4/5/2013 5:00 PM
Register before 3/8/2013 12:00 AM for early registration fee

 

Listen to a sneak peek Content Marketing Podcast by Instructor Mark Burgess, President & Co-Founder of Blue Focus Marketing

 
Content marketing is one of the hottest topics for B-to-B and B-to-C marketers today. It is the new currency that drives brand engagement in a world of empowered consumers. It is about sharing information, rather than pitching products. Great content fuels marketers’ efforts to reach and engage buyers at every stage in the buying process—whether that content is a helpful how-to video, a sleek infographic or a well-crafted blog post. Learn how to build an effective brand content marketing strategy by harnessing the power of storytelling.
 
This workshop will focus on how to create and leverage the myriad forms of content to promote businesses, retain customers, influence word of mouth, close the decision gap on prospects and leverage content as a brand differentiator. Learn to deliver great content in the right forms and places, and in a way that is specifically mapped to your audience’s information needs and buying stages. Studies indicate that companies that provide valuable content can generate more leads with higher ROI. Through this course, marketers will learn how to create remarkable content that gets noticed and produces business results.
 
Content Marketing Learning Objectives
 
  • What is content marketing? What’s different and why is it critical today?
  • Learn to develop a powerful content strategy to enhance delivery of effective and synergistic messages across all brand touch points and channels.
  • Learn the seven phases of content marketing success and leverage personas, content types and marketing channels that fit the buying cycle.
  • How can storytelling and other big ideas boost your brand?
  • Get started by performing a successful content audit and fill your marketing toolbox with useful content marketing how-to templates.
  • How do you gather insights, set goals, implement tactics and test for success?
  • Create compelling content that drives business results using the 80/20 content rule. Balance thought leadership and product-focused content. 
  • Create the content team. How do you organize to produce results? 
  • Learn recommended content development, publishing and editorial calendar processes. Develop repeatable processes that work.
  • Learn how to measure content marketing success. What’s the ROI?
 
Content Marketing - Who Should Attend
This program is designed for mid- to upper-level managers, directors, executives of teams of business professionals working in marketing communications, marketing, content development/creative services, advertising, branding, copywriting, social media, PR, sales and traditional or interactive/digital marketing agencies.  The workshop is for B-to-B and B-to-C companies.
 
Content Marketing Cancellation Policy
All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at cnelson@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.
 
Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date.  No refunds will be given after March 21, 2013.
 
A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.
 
About the Content Marketing Instructor
 

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Content Marketing Schedule

Day 1

8:00 to 8:30am.  Registration and Continental Breakfast

8:30 am to 5:00pm. Program (includes lunch, morning and afternoon breaks)

Course Overview + Introductions + Goals

Setup teams by B-to-B and B-to-C Attendees

Our Changing Marketing Landscape

• Media Fragmentation + Generation Flux =  Content marketing opportunity.

• The new customer journey is the new content opportunity.

Start Me Up    -    What is content marketing? 
 
• Content marketing fundamentals.

Content Marketing Challenges (and Solutions)

• What is the content marketing pain point you came here to resolve?

• How do I create enough (quality) content to feed the channels?

EXERCISE #1

How do you Develop a Powerful Content Marketing Strategy? 
 
• Big picture approach to brand value proposition planning.

• Content marketing’s seven key phases and how to leverage.

• Use social media to maximize content marketing and build trust.

• The power of personas to build content strategy for competitive advantage.

Cases

• Who are the best brands at storytelling?

• Lessons from Coca-Cola’s new content marketing strategy.

How to Develop Quality (remarkable) Content

• Content: The most powerful tool in marketing
 

• Focus on identifying the most popular content types to improve sales and marketing  effectiveness:  e.g., social media, articles, e-newsletters, white papers, blogs, cases, videos and many more.

• Audit existing content: set criteria for review of existing content for reuse/repurpose.

  
Day 2

8:00 to 8:30am.  Registration and Continental Breakfast

8:30 am to 5:00pm. Program (includes lunch, morning and afternoon breaks)

Storytelling and Other Big Ideas

• Prospecting for big ideas.  Learning the process.

• What’s the core story at the heart of your brand?

• How the process works from story platform > Narratives  > Publish >

Syndicate & Share

• Where can you go for great content (think crowdsourcing)?
 
New Content Rules, Guidelines and Process
 
• The new 80/20 rule for content development: gaining balance.  Content marketing is not about pitching products. The new focus.
 
• Guidelines for content creation, refresh and frequency.

EXERCISE #2

Content Marketing Process    -    How to make it all work

• Creation  >  Curation  >  Distribution  >  Editorial calendars
  
• SEO implications:   Keywords and more.

Time Out for Brainstorming Content Ideas

• B-to-B and B-to-C teams brainstorm content ideas for blogs, Twitter, Facebook and beyond.

EXERCISE #3

Building the Content Team

• The best way to organize your content marketing function.

• From in-house editorial teams to crowdsourcing:  new alternatives.

Content Marketing Best Practices

• Brand value proposition and key messages.

• Personas, content types, buying cycle phases, types of marketing channels.

• Mapping content to business goals, buying phases and across channels.

• What’s the ROI?  Metrics checklist.  Measuring content marketing success. 

Final Thoughts:  Integrated Marketing Communications

• The importance of integration.  What is brand choreography?

 

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​Conference Center Location
The University of Chicago Booth School of Business Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL 60611-4316
Phone: 1 312.464.8787
Fax: 1 312.464.8683

The Gleacher Center is conveniently located in the heart of Chicago’s business community just blocks away from the Loop and steps away from Magnificent Mile shopping, restaurants and hotels.  It is easily accessible from public transportation and adjacent parking lots.

Hotels within One Mile of the Gleacher Center
*Courtyard by Marriott  312-660-2401  165 E. Ontario St.
**Embassy Suites Hotel  312-423-6312  511 N. Columbus Drive
*Fairmont Hotel   312-565-6674  200 N. Columbus Drive
Four Seasons    312-649-2314  120 E. Delaware Place
Hilton Garden Inn   312-527-2656  10 East Grand Avenue
Holiday Inn Chicago City Center 312-787-6100  300 E. Ohio
Hilton Suites Chicago/  312-664-1100  198 E. Delaware Place
 Magnificent Mile
*Homewood Suites by Hilton  312-644-2222  40 E. Grand Ave.
**Hotel Inter-Continental  312-944-4100  505 N. Michigan Ave.
*Hotel Monaco Chicago  312-960-8500  225 N. Wabash
*Hyatt Regency Chicago  312-616-6953  151 E. Wacker Drive
**Le Meridien Chicago  312-327-0644  520 N. Michigan Ave.
**Marriott Downtown Chicago 312-836-0100  540 N. Michigan Ave.
*Omni Chicago Hotel   312-944-6664  676 N. Michigan Ave.
The Peninsula Chicago  312-573-6604  108 East Superior Street
The Ritz Carlton Hotel  312-266-1000  160 E. Pearson
**Sheraton Chicago Hotel  312-464-1000  301 E. North Water St
 & Towers
*Swissotel    312-565-0565  323 E. Wacker Drive
W  Hotel    312-943-9200  644 N. Lake Shore Drive
*Westin River North   312-744-1900  320 N. Dearborn Street
*Wyndham Chicago   312-274-4429  633 N. St. Clair Street

** walking distance to the Gleacher Center: 1-2 blocks
*  walking distance to the Gleacher Center: 2-5 blocks

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.
​AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com.
 
Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.
​Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now. Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.
​Airports
O’Hare International Airport
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00

Airport Shuttle: GO Airport Express
Approx. $32.00 one way (subject to change)

Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at Clark/Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 7 long blocks)
*Take bus by walking 2 short blocks to Lake & State to catch one of the following buses: #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance

Midway Airport
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00

Airport Shuttle: GO Airport Express
Approx. $27.00 one way (subject to change)
 
Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at State and Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 5 long blocks)
*Take bus from State & Lake to catch one of the following buses:  #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Public Transportation Directions
From El (subway): Red Line (Howard/Dan Ryan):
*Depart at Grand Avenue stop. 
*Walk east to Michigan Avenue (walk up stairs at the Nordstrom’s building to access main upper Michigan),
*Turn right to head southbound
*Cross to east side of Michigan
*Turn left to walk through plaza just after the Chicago Tribune Tower (we’re the only 6-story building in that plaza)

From Buses: Buses running along Michigan Avenue:
2, 3, 10, 145, 146, 147, 151 (from Union station), and 157 (from Ogilvie station)
*Depart on north side of Chicago River in front of either the Equitable Building and Chicago Tribune Tower or Wrigley Building (depending on which direction you’re traveling)
*Gleacher Center is in the same plaza as the Equitable Building and Tribune Tower (it’s the only 6-story building in that plaza)

Commuter Trains: Union Station:  Take the 151 bus and follow directions above
Ogilvie Station:  Take 157 bus and follow directions above
LaSalle Station:  Walk to bus station on corner of Well and Congress to catch #147 bus and follow directions above
IC Randolph Station:  Walk west 1 block to Michigan Avenue, turn right and walk approximately 4 blocks.  Once you’ve crossed the bridge, we’re directly on the right along the river just behind the Equitable Building in the same plaza as Tribune Tower

Helpful Websites: 
Chicago Transit Authority
Metra

Driving Directions
From Interstate 90/94
To entrance: Heading either north or south on I-90/94, exit at Ohio Street. Follow Ohio east to Michigan Avenue. Turn right. At the second light, turn left on Illinois Street. At stop sign, turn right. Gleacher Center is on the right.
To area parking: Heading either north or south on I-90/94, exit Ohio Street east. Follow Ohio Street east to St. Clair Street, which is one block beyond Michigan Avenue and turn right. Travel two blocks on St. Clair Street to lower Illinois Street and turn left. Travel one block on lower Illinois Street and parking is one block on the right. Standard parking rates apply.

From Lake Shore Drive
To entrance: Heading either north or south on Lake Shore Drive, exit at Grand Avenue. Follow Grand west to Columbus Drive/Fairbanks Court; turn left to East North Water Street and turn right. Gleacher Center is straight ahead.
To area parking: Heading either north or south on Lake Shore Drive, exit Grand Avenue. Follow Grand Avenue west to St. Clair Street, approximately four blocks, and turn left. Travel one block to lower Illinois Street and turn left. Parking is one block down on the right. Standard parking rates apply.
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