Content Marketing: The New Power of Value

Chicago, IL

Thursday, March 28

8:00 am - 8:30 am

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.

8:30 am - 5:00 pm

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?


  • 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

Friday, March 29

Hot Breakfast

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

8:30 am - 4:00 pm


  • 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 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”


  • 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