Marketing has changed. Past tense. You already know that. Now it’s time to actually do something about it.
We’re all in agreement that the influences of the explosive growth of the mobile and social Web are creating seismic shifts in all areas of business. We watch, as the Web threatens the existence of entire content-oriented sectors such as periodicals, newspapers, book stores, record companies, and broadcast television. Software and technology companies, among others, are undergoing fundamental changes as the social and mobile Web matures, and “the cloud” offers more value.
And this pace of change is quickening.
But perhaps no function in the business organization has been as fundamentally revolutionized as marketing. The social and mobile Web has completely changed the speed, efficiency, and ease with which customers and users can engage with each other and has had a tremendous impact on brands. This new engagement of the consumer — with keen awareness of their relationships and emerging social networks — now correlates to every single aspect of our business. Marketing now influences how our salespeople sell, researchers research, developers develop, service people service, and even how leaders lead.
And this leads to content marketing. No longer are people asking why content marketing…but “how” to integrate content marketing into the marketing function.
This day-and-a-half long workshop will cover a little of the why, but will mostly focus on the how of content marketing. By the end of this session, you will be equipped with the latest in how best to develop your content marketing plan to attract and retain new customers.
Time is approximate
Day 1 – Weds, 10/12/2011
7:30am – 8:00am
8:00am – 8:15am
8:15am – 9:20am
What is Content Marketing and Why Should You Care?In this session, Joe Pulizzi from the Content Marketing Institute will discuss how content marketing has grown in popularity, why it’s essential for all businesses today, and set the stage for an incredible workshop. Questions that will be answered:
- Why is content marketing different?
- Does it work for B2B software companies?
- What are some of the unique content components that others have done successfully that I might not be doing (book, e-book, quarterly magazine, etc.)?
- What other key ideas do you want to leave me with that will keep me interested for the rest of the forum?
9:20am – 9:30am
9:30am – 10:30am
Building the Business CaseCMI lead strategist Robert Rose will kick off this “how-to” workshop by showing us how to build the case within the organization for content marketing.
- Why we need a business case for innovation?
- What is the outline for the business case for content marketing?
- How does this affect our plan, and our other marketing efforts?
11:45am – 12:00pm
12:00pm – 1:15pm
Lunch and Continuing with the Workshop: Developing Your Pillars of ContentIt doesn’t matter if we have people ready and able to hear us if we don’t have anything valuable to say. Whether we’re developing on small pilot program – or creating a holistic marketing strategy using content – we need to develop our compelling, engaging story. The Pillars of Content define the story we want to tell.
- How do we tell our story and use traditional techniques to help structure it?
- What does a Story Map look like – and how can it help us start to develop and editorial calendar?
1:15pm – 1:30pm
1:30pm – 2:45pm
Focusing on the Right Content Marketing Channels and then Putting it all TogetherIn this session we’ll discuss how we develop a channel plan for our content. From Web to Social Media to everything beyond – we’ll cover how we can re-use content, and use different channels for different purposes to support our marketing efforts.
- What does a channel plan look like, and how does it integrate into our editorial process?
- How do we map content re-use and use different channels for different purposes?
2:45pm – 3:00pm
3:00pm – 4:15pm
The Four Stages of the Content Marketing ProcessThe last session of the day will cover a review of where we are – answer questions – and introduce the concepts we’ll be covering in Day 2 – The Four Stages of the Content Marketing Process. Now that we have a great strategy – we need to understand how to manage it. Joe Pulizzi will round out the day’s session with an overview of key points.
4:15pm – 5:00pm
Day 2 – Thurs, 10/13/2011
7:30am – 8:00am
8:00am – 8:15am
8:15am – 9:00am
Content Marketing Teams, Workflow and Editorial CalendarsIn this session we’ll dive into the meat of the Content Marketing process with the development of our content marketing teams, our Editorial Calendar and mapping that to an appropriate workflow for each of our channels.
- How to structure content marketing teams, what are the roles and responsibilities?
- What does the workflow look like – and what’s our team structure within that workflow?
- How does the Editorial Calendar get created and how does it actually work?
9:15am – 10:30am
Getting the Choir to Sing…Operationalizing Content Marketing within the OrganizationIt’s a safe bet that your organization isn’t filled with skilled writers and other content producers. So, how do we actually operationalize the process of Content Marketing. This session will cover a number of challenges – from getting everybody on the same page of the “story” to actual best-practices in getting the content produced.
- How do I figure out where my content is coming from? How do I source my content?
- How do I make sure all the people who will be producing content are staying on message – and sticking to the same story?
- What can I do if my content producers can’t actually write? No Time? No Talent?
- If I outsource – what do I outsource and how do I structure that?
10:30am – 10:45am
10:45am – 11:15am
The Tools of Content MarketingIn order to execute a successful content marketing strategy we need tools. These tools range from content management, social media, measurement and of course data capturing tools. In this session we’ll look at best practices for the types of tools that make sense – and a process for acquiring them.
- What types of tools are needed in order to manage a successful content marketing process?
- What are some examples of the ways tools can work together for startups, for enterprises and everything in between?
- What are best practices for acquiring these tools – and integrating them into our process?
11:15am – 12:00pm
Listening and MeasurementIf we can’t measure it – we can’t manage it. In order to put together a content marketing process that’s repeatable – we have to have a way to measure our success. This includes, measuring the quantifiable metrics as well as the qualitative ones as well. As we publish content – we’re really publishing conversations – and the most important part of a conversation is “listening”. Establishing “listening posts” and processes that monitor and manage both the conversations our brand is having – as well as the conversations about us – are important.
- How do we develop an Analytics Pyramid – that measures what’s important?
- How do create dashboards that relays the important metrics to our management teams and boards – while giving us the flexibility to change what we measure?
- How do we develop “listening posts” that help us to manage and monitor conversations on the Social Web?
12:00pm – 1:30pm
What to Do Now?Content Marketing wrap up that will focus on taking what you’ve learned back into your companies, and integrating your content marketing strategy into your overall marketing plan. Let’s take a look at some success stories – actual startup companies that have employed content marketing strategies and seen tremendous success out of them. And, let’s talk about what needs to be done on Monday morning to actually start the process.
12:15pm – 1:00pm
Summaries and Documents
Content Marketers – Know Your Playbook – In this blog Marketing Associate Brendan Cournoyer shares his perspective on Junta42′s latest ebook, The Content Marketing Playbook.
6 Tips to Solve your Top Content Marketing Challenges - In this post Marketing Associate Amanda Maksymiw shares tips on how to solve the common pitfalls in any content marketing program.