Content Marketing: The New Power of Value

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast so you’ll have energy for the day. You’ll also be provided with lunch and breaks throughout the day.

Background and Context

• Thinking like a publisher, not like a marketer
  • Required shifts in mindset and approach to audiences and messages
• Digital marketing in 2019 (otherwise known as marketing)
  •  It’s all digital today, and digital proficiency is your ticket to play in content marketing
• Leading change in organizations, selling content marketing in traditional settings
  • Key stats, ROI, and other benefits of content marketing
  • When content marketing isn’t right
• Key points to approaching content marketing
  • Buying channels vs. creating them
    • ​Not a punctual investment. It takes time.
  • Quality vs. quantity traffic
• B2B vs. B2C

Exercise: Complete Content Marketing Scorecard: Is it right for my organization? How close are we?

Operations

• Running content marketing like a business
  • Planning, production, and distribution
• Content Planning and Content Plans
  • Campaigns, themes, schedules, and integration

Exercise: Workshop Content Calendar outlines and story ideas

• Staffing and talent
  • Effective content marketing requires different talent from traditional marketing departments. You’ll need:
    • ​Content officers, editors, community managers, contributors
  • Outsourcing vs. internal execution

Publish and Syndicate

• SEO and keyword alignment
• Technical overview of key platforms
• Understanding social constructs: Social Media is not Marketing Media
• Marketing automation 101

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

Audience

• Understanding an audience from a publishing perspective
  • It’s not how they buy, it’s what they value
• Understanding an audience in their social setting
  • Social media is not marketing media

Exercise: Create a publishing-centric Customer Persona

• What moves people
  • What we all want and how we’re entertained. Spoiler alert: It’s different from why we buy

Brand

• Brand platform fundamentals
  • Manifestos, stakeholders, personality, and position 
• Creating brand positions
  • What do we do well, how do we do it differently, why does it matter?

Exercise: Create a brand position answering the previous questions

Exercise: Workshop “From Us to Them: Adjusting your messaging from selling to value-added engagement”

Story

• Types of stories
• Showing, not telling
• Storytelling models
• Using anecdotes 
• Listening to audiences for ideas and inspiration

Exercise: Use the Hero’s Journey Story Model to Describe Your Next Steps