Content Marketing - 2016 - Washington, D.C.

Washington Hilton
1919 Connecticut Ave., NW, Washington, D.C. 20009
9/29/2016 8:30 AM - 9/30/2016 5:00 PM
Register before 9/2/2016 12:00 AM for early registration fee


A 7-Step Blueprint to Content Marketing Success

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.  



  • 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?


  • Learn how to develop a content marketing strategy using a proven 7-Step framework
  • How to create buyer personas and compelling content to engage them
  • Learn to create an emotional connection with your audience via brand storytelling to differentiate your brand – and why brand storytelling is the rule, not the exception
  • How to create a compelling customer experience journey that exceeds customer expectations
  • Learn to create a valuable content supply chain that can change hearts, minds, enable profitable customer actions, and drive ROI 

See Full Agenda>>​

Here's what recent attendees said

“Made me rethink the way we create content and brand messaging and gave me tools to develop a stronger content marketing strategy, from brainstorm to execution to measurement.”

“I loved it, really helped me gain a deeper understanding of content marketing.”


Mark Burgess​, President and Co-Founder, Blue Focus Marketing®​will be leading the session.  He is a branding consultant, content strategist, digital marketer, and educator.  Mark has held senior-level marketing and digital marketing roles at  PricewaterhouseCoopers, McCann-Erickson, and AT&T.  Mark is ranked #19 on Onalytica’s list of Top 200 “Content Marketing Influencers.” In 2014, Mark delivered a TED Talk at the TEDxNavesink event.​

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


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 Series cancellations and requests for refunds must be submitted to the AMA via email to 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 at least two weeks prior to the event start date. No refunds will be given after September 15, 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​

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?


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.


  • 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.


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.


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?​

Registration is not available at this time.

Training Series Location 

Washington Hilton
1919 Connecticut Ave., NW
Washington, DC 20009 
Phone: +1.202.483.3000
Reservations: +1.800.HILTONS

Located in the heart of Washington, DC, the Washington Hilton hotel is situated near the capital's most sought-after neighborhoods. Enjoy the best entertainment and nightlife Washington has to offer at the nearby Adams Morgan, Woodley Park and the U Street Corridor. This Washington, DC hotel is one mile from the Smithsonian National Zoo and only four blocks from the Dupont Circle Metro. 

Rates: $299.00 single/double (plus applicable state and local taxes, currently 14.5% per night, which are subject to change without prior notice)

Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Reserve a Room Now

Or call +1.800.HILTONS and reference AMA Content Marketing (GROUP CODE AMACM) room block to make reservations. You must make your hotel reservations by September 7, 2016 and properly identify yourself to qualify for the special group rate (based on availability). After September 7, 2016, the rooms will be released for sale to the general public, and all reservations will be accepted on a space available basis at the hotel's available rate - not at the group rate. A credit card and deposit in the amount of (1) one night’s room & tax for each confirmed room will be due at time of booking. Cancellations made within (72) seventy-two hours prior to arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

Check in time is 4:00 p.m., and check out is at 11:00 a.m. Anyone arriving earlier than 4:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early will be assessed an early departure fee of (1) one night’s room & tax. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

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. 

Hotel Features, Services & Accommodations
Please visit Washington Hilton for a full list of services & features. 

Area Attractions and Events
Please visit Destination DC for additional city information.

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

ower 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.


From Nearest Metro Station (Dupont Circle):
The Dupont Circle Metro Station on the Red Line is closest Metro Station to the hotel. Exit at the north end of the Station to Q Street and walk four blocks north on Connecticut Avenue to Hilton Washington, located at 1919 Connecticut Avenue.

From Washington National Airport (DCA), 6 miles:
Follow signs to I-395 and 14th St. Bridge. While on 395 North move to the left lane when you will see the sign for Route One. This will take you to the 14th Street exit. Take 395 North over the 14th St. Bridge. Stay in the left-hand lane take 14th St. to R St. NW. You will notice the streets run alphabetically. Make a left on R St. Follow R St. for six blocks to Connecticut Avenue NW. Make a right on Connecticut Ave. Hilton Washington will be four blocks up on right. 

From Connecticut Avenue, take a right on T Street and drive alongside the perimeter of the hotel. Drive past the T Street Ballroom entrance, and at the first intersection, take a hard left onto Florida Avenue, and then another left onto 19th Street. The parking facility entrance is located on the left, on 19th Street.

rom Washington Dulles Airport (IAD), 27 miles:
Take Dulles toll road to Rt. 66 East. Take Rt. 66 to Constitution Avenue. Constitution Avenue to 18th St. Left on 18th St. 18th St. to Connecticut Ave. Left on Connecticut Ave. Stay in left-hand lane and take the Dupont Circle underpass. Hilton Washington will be three blocks up on right corner Connecticut Ave and T St. 

From Baltimore-Washington International Airport (BWI), 33 miles:
Leave terminal and follow signs to I-95 South. Take I-95 South to 495 West. 495 West to exit 33, the sign will say Chevy Chase/Connecticut Ave. Take Connecticut Avenue south. After approximately five miles on Connecticut Ave. South you will see the National Zoo on your left. Five blocks after zoo you will come to the William Taft Bridge. Cross bridge and get into left lane. At third traffic light, make a left, hotel will be on left.

Taxicabs are readily available at the DC area airports.
Fares are approximately:
DCA - $19.00 one-way
IAD - $55.00 one-way
BWI - $65.00 one-way

Shuttle Service
SuperShuttle provides transportation to & from the DC area airports. Please call SuperShuttle at +1.800.BLUEVAN (258.3826) to make reservations. 
Rates are approximately:
DCA - $14.00 one-way 
IAD - $29.00 one-way
BWI - $38.00 one-way
Please try to make reservations 24-hours prior to your trip. Rates are subject to change without notice.

Public Transportation
Washington Metropolitan Area Transit Authority (Metro)

Parking at the Hotel
Self-parking is available at the hotel for $41.00 per night. Valet parking is available for $49.00 per night. Rates are subject to change without notice.

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.

 Corporate Training


 Join the AMA

​The AMA connects you to a world of resources that deliver results, and help you succeed today and into the future. Join the AM, and put the power of AMA membership to work for you.

 Upcoming Conferences