Content Marketing: The New Power of Value - NEW

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
3/28/2019 8:30 AM - 3/29/2019 4:00 PM
Register before 2/26/2019 11:59 PM for early registration fee

Content Marketing: The New Power of Value

Ad overload, the not-so-great ROI data on social marketing, and ever-increasing consumer power. This is the current—and daunting—landscape facing any marketer who’s interested in filling the top of a sales funnel. For many organizations, shifting their marketing efforts (and talent) from Promotion to Publishing has proved to be an effective way to spread a brand’s story, engage potential customers, and create brand loyalty and ambassadors. 

Content Marketing can be thought of as Value Adding Marketing: Creating informative or entertaining content in and around the domain of the product or service in order to attract prospects and encourage engagement. Instead of buying space on existing channels, Content Marketing focuses on building channels that an organization can own, an approach that is returning more for many organizations who are willing to invest in it.


 ​What You'll Learn

This course will teach the fundamentals of Content Marketing: The kind of approach, necessary operational investments, and creative skills needed for successful content marketing. ​

Objectives

  • Gain clarity on the upside and trade-offs of investing in content marketing, if it’s right for your context, and what will be necessary to install and use content marketing in your organization.
  • Arm yourself with skills and data to influence others to move toward content marketing in your organization.
  • Get a handle on the logistics: Plans, talent, output, budget, measurements, and publishing channels necessary to launch and maintain a successful content marketing program.
  • Grow your creative acumen: Understanding audience from a publishing and social perspective, brand essentials for creating consistent and differentiated content, and telling better stories.

Takeaways

  • Content Marketing isn’t right for every context, and you need to invest in it for the long haul.
  • Publishing and promoting require two fundamentally different skill sets (and investment models).
  • Operationally, effective Content Marketing requires organizations to run it like a business.
  • The creative approach to Content Marketing is different from advertising or other traditional forms of marketing, requiring a shift in skills.


​Instructor

Founding Principal, Three Over Four

Aaron Templer is a 22-year integrated marketing communications leader, experienced in creating and managing brands across many industries. He is the Founding Principal of Three Over Four, the agency he always wanted to hire. Three Over Four works with clients across the disciplines of branding and marketing, including providing content marketing services.  Aaron is deeply involved with the American Marketing Association as an award-winning past president, professional instructor, and volunteer for their Professional Chapters Council.

Who Should Attend
  • In-house marketing professionals seeking a Content Marketing foundation for their organizations and their skills.
  • Traditional agency marketing professionals seeking a Content Marketing foundation to increase their offerings to clients.
  • Other working professionals making career-shifts into Content Marketing.
Why Attend
Studies demonstrate that Content Marketing works. Staying on top of this ever-changing discipline is simply the duty of any marketer responsible for filling the top of the sales funnel and spreading a brand’s story. 

PRE-WORK
Prepare and bring with you to Content Marketing: The New Power of Value

  1. Audits of existing talent and channels
  2. Current brand position
  3. Current understanding of audiences (customers)


Day One

8:00 – 8:30 a.m. Registration and Hot Breakfast
8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

NUTS-AND-BOLTS, BLOCK-AND-TACKLE

Introductions: Hero’s Journey Story Model to Introduce Yourself

Background and Context

  • Thinking like a publisher, not like a marketer
    • Required shifts in mindset and approach to audiences and messages
  • Digital Marketing in 2019 (otherwise known as Marketing)
    •  It’s all digital today, and digital proficiency is your ticket to play in content marketing
  • Leading change in organizations, selling content marketing in traditional settings
    • Key stats, ROI, and other benefits of content marketing
    • When content marketing isn’t right
  • Key points to approaching content marketing
    • Buying channels vs. creating them
      • ​Not a punctual investment. It takes time.
    • Quality vs. quantity traffic
  • B2B vs. B2C

Exercise: Complete Content Marketing Scorecard: Is it right for my organization? How close are we?

Operations

  • Running content marketing like a business
    • Planning, production, and distribution
  • Content Planning and Content Plans
    • Campaigns, themes, schedules, and integration

Exercise: Workshop Content Calendar outlines and story ideas

  • Staffing and talent
    • Effective content marketing requires different talent from traditional marketing departments. You’ll need:
      • ​Content officers, editors, community managers, contributors
    • Outsourcing vs. internal execution

Exercise: Create Talent/Core Competencies Gap Maps

  • Output
    • Blog posts, podcasts, video, interviews, email, and contributed articles
  • Budget
  • Measuring success
    • Sales funnels
    • Traffic, conversions, and leads
    • Lead gen 101
      • ​Lead Volume, Marketing Qualified Leads, Lead Quality Scores, Cost Per Lead
      • ​Ideal Customer Profiles
      • ​Clicks through to sales—goal setting
      • ​Lead-to-sale conversion rates
      • ​Purchase and failure triggers

Publish and Syndicate

  • SEO and keyword alignment
  • Technical overview of key platforms
  • Understanding social constructs: Social Media is not Marketing Media
  • Marketing automation 101

Day Two

8:00 – 8:30 a.m. Hot Breakfast

8:30 a.m. – 4:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

CREATIVE

Audience

  • Understanding an audience from a publishing perspective
    • It’s not how they buy, it’s what they value
  • Understanding an audience in their social setting
    • Social media is not marketing media

Exercise: Create a publishing-centric Customer Persona

  • What moves people
    • What we all want and how we’re entertained. Spoiler alert: It’s different from why we buy

Brand

  • Brand platform fundamentals
    • Manifestos, stakeholders, personality, and position 
  • Creating brand positions
    • What do we do well, how do we do it differently, why does it matter?

Exercise: Create a Brand Position answering the previous questions

Exercise: Workshop “From Us to Them: Adjusting your messaging from selling to value-added engagement”

Story

  • Types of stories
  • Showing, not telling
  • Story telling models
  • Using anecdotes 
  • Listening to audiences for ideas and inspiration

Exercise: Use the Hero’s Journey Story Model to Describe Your Next Steps

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Training Series Location 

One Prudential Plaza - AMA Support Center
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 

Note: Please check with the hotel to confirm the cancellation policy for individual guestroom reservations.

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 Drive 
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)

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) 

Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL  60611 
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount
Walking Distance to AMA Support Center (15 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

Rideshare 
Rideshare services such as Uber and Lyft are available at O’Hare and Midway Airports.  Please follow specific pick-up instructions from your rideshare service.

Helpful Websites
Chicago Transit Authority 
Metra Rail ​


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