Content-Marketing-2018-Chicago, IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
6/12/2018 8:30 AM - 6/13/2018 5:00 PM
Register before 5/13/2018 11:59 PM for early registration fee

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A 7-Step Blueprint to Content Marketing Success

Is anyone reading your content? 

Attend this AMA Content Marketing Training Series event and leave with a blueprint to make sure your content marketing is making an impact. 

Over two days, you'll go hands-on in learning how to use the power of storytelling to produce business results through social media, articles, e-newsletters, white papers, blogs, case studies, videos and more.



What You'll Learn

You will be split up into B-to-B and B-to-C teams to make sure you get the specialized training you need.

Day 1 Covers:
  • Content marketing fundamentals
  • Understanding the role of content in the customer journey 
  • Identifying customer pain points and providing solutions
  • Strategy for creating quality content
  • Case studies of great brand storytelling
  • Auditing your existing content

Day 2 Covers:
  • Discovering the heart of your brand
  • Crowdsourcing content
  • 80/20 rule for balancing helpful content and product pitching
  • Editorial calendar creation
  • Keywords and SEO
  • Building a content team
  • Measuring ROI

Past Attendees Say:


​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.

 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?

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?​

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