Content Marketing - 2016 - Chicago

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601
3/3/2016 8:00 AM - 3/4/2016 5:00 PM
Register before 2/5/2016 12:00 AM for early registration fee


Content Marketing

Harnessing the Power of Content to Fuel Your Brand

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.  

RESOURCES

 

​LEARN

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?

See the Full Agenda >>

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.

Join the conversation on Twitter:​ #AMACM​


Are the Content Needs of Your Audience Caught in Your Blind Spot?​

 
 

PRESENTER





Mark Burgess

President and Co-Founder
Blue Focus Marketing®​


Cancellation Policy

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 February 18, 2016. 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. Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email info@ama.org.


Content Marketing - Agenda

Day One

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 Two

8:00 to 8:30am. 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 Processes

  • 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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Training Series Location 

Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601
Phone: +1.888.887.2070 or +1.312.938.2000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.
The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

R
ecommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to Summit (3 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to Summit (5 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to Summit (1 Minute)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to Summit (less than 5 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to Summit (3 minutes) 

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)  
Chicago, IL 60611
Phone: +1.312.836.0100

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to Summit (less than 5 Minutes)

F
or more information, please visit Summit Executive Centre Accommodations

Area Attractions and Events
Please visit Choose Chicago for additional city information.

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 7:00 a.m. - 7:00 p.m. CDT 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.

E
nterprise Rent-A-Car
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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.

Directions
By car from the south
Take I-90/94 West (the Dan Ryan Expressway) into Chicago. Exit at Congress and proceed east to S. Michigan Avenue. Turn left and proceed north to South Water Street. The "233 N. Michigan Avenue" parking garage will be immediately on the left. After parking, walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By car from the north and northwest 
Take I-90 East (the Kennedy Expressway) into Chicago. Take the Washington Street exit east. Proceed east on Washington Street to North Michigan Avenue. Make a left, proceed three blocks to South Water Street and make a right. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By car from the west 
Take I-290 East (the Eisenhower Expressway) into Chicago. Follow the signs for Congress Parkway and take it east to S. Michigan Avenue. Make a left, proceed north to South Water Street and make a right. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

B
y car from the southwest 
Take I-55 North (the Stevenson Expressway) to Lake Shore Drive North. Take the Randolph Street exit. At the bottom of the ramp make a left at the light and proceed west to N. Michigan Avenue. Make a right, go two blocks north and make a right on South Water Street. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express 
Approximately $32.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $27.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

Helpful Websites
Chicago Transit Authority 
Metra Rail​ 

Parking
Illinois Center Garage Parking
111 E Wacker Drive & 233 N Michigan Avenue (Enter on Michigan Avenue and South Water Street)
Phone: +1.312.819.5052

Daily Rates (seven days a week):
*Early bird (in 5:00 a.m.- 8:00 a.m., out by 7:00 p.m.) = $16.00*
Less than 20 minutes = $11.00
21 - 40 minutes = $16.00
41 minutes - 1 hour = $20.00
1- 2 hours = $24.00
2-12 hours = $29.00
12-18 hours=$35.00
18-24 hours=$44.00

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