Content Marketing - 2018 - Chicago

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
3/8/2018 8:30 AM - 3/9/2018 5:00 PM
Register before 2/6/2018 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.  ​​​​



  • 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

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.


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.


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?


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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