AMA Digital Marketing Bootcamp

Welcome

Workshop 1: Digital Marketing Strategy and Market Planning

• Understand target markets: How to do target market research and analysis quickly
• Successful personas: How to approach, develop and iterate on B2B and B2C personas
• Iterative digital marketing strategy: Campaign launch is not the finish line, but just the start

Attendee working session: Identify your top target audience for an upcoming campaign and what are your individual wants, needs, issues or challenges

Instructor: Cord Silverstein

Workshop 2: Content Marketing Strategy and Execution

• Approach and purpose: The value content marketing can return; Shifting into publisher-thinking; Creating channels vs. buying into them; Goals and KPI’s
• Execution: Content plans; Staffing, talent, and outsourcing; Types and purpose of content; Channels; Tree-top view of tools; Measuring success
• Creative: Audience from a publishing perspective; Storytelling 101; Inclusive communications; Listening

Attendee working session: Create a Content Marketing Scorecard: Is it right for my organization? Where does it need to go if we’re already doing content marketing? How close are we if we aren’t? What’s the path to get there?

Instructor: Aaron Templer

Workshop 3: Social Media Marketing

• An honest look at social media marketing: The positives and the significant challenges with developing and launching a successful social media campaign
• Defining success: Defining what social media success looks like for your organization
• Social capital: What is social capital, what it takes to earn it and why your organization wants it

Instructors: Jenny Munn, Cord Silverstein and Aaron Templer

Welcome Back!

Workshop 4: Search Engine Optimization (SEO)

• Better SEO in 2022: Understand what are the most impactful activities that contribute to better SEO in 2022 and beyond
• Creating a successful team: Gain clarity around what is needed for SEO, and who typically implements what part (hint: It’s never just one person)
• Work smarter: Learn about free, low-cost and premium tools that will help you advance your strategy and implementation

Attendee working session: Review target keywords and identify those that are aligned, competitive, represent search demand, and are ideal for your organization.

Instructor: Jenny Munn

Workshop 5: Email Marketing

• Develop a successful email strategy: How to see email campaigns as an ongoing story instead of one-offs
• Three stages of email success: The equation to determine email priorities and consistently improve performance
• High performance email best practices: What specific techniques will consistently deliver top success metrics

Attendee working session: Develop a top-performing email subject line, pain point and call to action for an upcoming email campaign

Instructor: Cord Silverstein

Workshop 6: Analytics and Q&A

• Content Marketing: Top three analytics to track and how to track
• Social Media: Top three analytics to track and how to track
• Search Engine Optimization: Top three analytics to track and how to track
• Email Marketing: Top three analytics to track and how to track

Instructors: Cord Silverstein, Jenny Munn and Aaron Templer