Content Marketing - 2017 - Chicago

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
9/28/2017 8:30 AM - 9/29/2017 5:00 PM
Register before 8/31/2017 11:59 PM for early registration fee

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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.  



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?

TAKEAWAYS

  • 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

Mark had clearly done a lot of research on the topic and gathered a ton of great information and resources. He was very much a "teacher" and not simply a "presenter," which I appreciated. 

He was fantastic! Very smart, really knew the subject material, was patient and kept things moving well.

I walked away with a number of ideas and resources that I felt I could apply immediately in my day to day work.

INSTRUCTOR

Mark Burgess​
President and Co-Founder, Blue Focus Marketing®

Mark 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.

WHY 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.​

AMA Cancellation Policies​


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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$1,745.00

$1,395.00

   

Training Series Location

130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: +1.312.542.9000

​Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Randolph Street (two blocks South of the Chicago River), The American Marketing Association's, AMA Support Center is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The AMA Support Center is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a five to eight minute walk of some of Chicago's finest hotels. Three of them are the Swissôtel, Hyatt Regency Chicago and the Fairmont.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to AMA Support Center (5 minutes) 

Swissôtel Chicago 
323 E. Wacker Driv
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Hard Rock Hotel Chicago
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to AMA Support Center (5 Minutes)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel​
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to AMA Support Center (7 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
Walking Distance to AMA Support Center (14 minutes) 

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: +1.312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: +1.312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.357.1200
Walking Distance to AMA Support Center (9 minutes)

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 Live Experience Team, 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. 

Tower Travel Management 

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.


Parking Garage
Prudential Plaza features an on-site, indoor parking garage that allows you to park at your convenience. Located conveniently off of Lower Wacker Drive, visitors enjoy direct access to the parking garage.

Parking Garage Directions
Randolph Drive – in front of Prudential Plaza
West on Randolph to Michigan Avenue – turn right (north) to South Water Street – turn right (east) to Stetson – turn right (south) one block to end where you will see signs indicating the garage entrance.

Lake Shore Drive – North or South Bound
Exit at Randolph Street, west to mid-level Columbus Drive – turn right (north) to mid-level Lake Street – turn left (west) one block to end where you will see signs indicating the garage entrance.

Kennedy Expressway – South Bound
Exit Ohio Street, east to Fairbanks Court (which turns into Columbus as you proceed south) – turn right (south) at Lake Street – turn right (west) on Lake one block to end where you will see signs indicating the garage entrance.

Dan Ryan Expressway – Northbound
Exit Congress street east bound, to Columbus – turn left (north) on to Columbus to Lake Street – Turn left (west) on Lake Street one block to end where you will see signs indicating the garage entrance.

Eisenhower Expressway – East Bound
Follow expressway east through Congress Street to Columbus – turn left (north) on Columbus to Lake Street – turn left (west) on Lake one block to end where you will see signs indicating the garage entrance.

Rates for the Parking Garage are as follows (subject to change without notice):
Less than 30 minutes: $12.00
30 minutes to 1 hour: $16.00
1 hour to 2 hours: $21.00
2 hours to 4 hours: $26.00
4 hours to 12 hours: $29.00
12 hours to 24 hours: $35.00

Early Morning Special: $16.00
In between 4:30 am – 8:00 am, out by 8:00 pm (Monday through Friday)

Evening Special: $15.00
In after 4:00 pm, out by 8:00 am (Monday through Friday)

For more information regarding the Parking Garage, please contact:
Date Assadji
Parking Garage Manager
date.assadji@abm.com
312.819.6877

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 One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd 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 One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

Transportation|
O’Hare International Airport
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 one way
Airport Shuttle: GO Airport Express
Approximately $36.94 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 one way
Airport Shuttle: GO Airport Express 
Approximately $31.94 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 


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