Content Marketing World 2012 Workshops

Content Marketing World Workshops

 

CMW 2012 is offering six limited-attendance workshops on Tuesday, September 4th for those truly committed to the art and science of content marketing.  We have a bit of something for everyone.

All workshops will be held 1:00 PM ET – 4:30 PM ET on September 4th, and are only available to conference attendees. Workshop fees are $395.

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Book Publishing & Marketing For Businesses & Brands
Workshop Moderator: Jim F. Kukral, Digital Book Launch

You’ve been meaning to get a book published to help build your credibility and drive more sales, leads and publicity for your business. However, you just haven’t found the time, or the right resources you need to get it done. Whatever the reason, the time is now to finally figure out how to make your book idea a reality and use it to increase your leads and drive awareness for your brand.

In this workshop attendees will:

  • Learn how and why to craft the best book concept for your target audience
  • Understand how other successful businesses have used a book to grow their lead funnel and drive awareness
  • Learn the latest ways to market and launch your book to reach new prospects & readers
  • Understand the latest options for publishing your book in today’s publishing environment (digitally and in print)
  • Get the insider tips and tricks on how to make your book a best-seller

Who should attend:

  • Marketers responsible for products, services, solutions, segments or industries
  • PR and communication professionals
  • Business owners
  • Directors/VPs/Managers – Marketing, Content Marketing, Product Marketing, Marketing Communications
  • Marketing Consultants

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Webinar Demand Creation for Content Marketers: From Start to Finish
Workshop Moderator: Mike Agron, WebAttract

The Webinar is an invaluable tool in today’s buyers market. It is a tremendously effective vehicle for companies to attract, engage, and educate prospects to become your customers. The catch? You’ve got to really do a Webinar right in order for it to be effective from knowing how to target and attract the right audience, then keep them engaged so they’ll be inspired to want to have a conversation with you after the webinar.

This workshop will be based on the recently sponsored Citrix – WebAttract eBook “WebinarReady™ – How to Host Successful Webinars” and all attendees will receive a complimentary copy. Regardless of your webinar or webcast platform, we will use real life examples and take you through a step-by-step process of demand generation webinar planning, so you’ll know what to do be successful before, during and after the webinar.

Included will be an overview of the key metrics and analytics you need to know to benchmark for delivering predictable and measurable outcomes that meet or exceed your demand generation goals, as well as delight your audiences.

In this interactive workshop, attendees will:

  • Think like a content marketer to create webinars that attract, teach, and inspire attendees to want to have a conversation with you after the webinar
  • Learn how to get started by planning for a smooth production and know what to do before, during and after
  • Understand how to get the right audience to register and keep them engaged with they arrive
  • Discover what the 6 key webinar metrics are to ensure predictable outcomes to
  • Maximize the opportunity with post webinar analytics that result in fresh, new sales leads to convert more prospects into customers

Who should attend:

  • Marketing and sales professionals responsible for demand generation who are new to webinars
  • Marketers who want to reach beyond their existing customer base to recruit an audience of fresh new sales leads
  • Directors/VPs/Managers – Marketing, Content Marketing, Product Marketing, Marketing Communications
  • Marketing Consultants
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Content Marketing for Non-Profits/Associations
Workshop Moderators: Steve Drake – SCD Group, Russell Sparkman – FusionSpark Media, Becky Rasmussen – AMR Management Services

Content marketing is critical for non-profits and associations. As revenue streams are changing drastically and faster than anticipated, non-profits and associations have to think differently about how, why and when they publishing – from traditional print to mobile to social media. After this interactive session, you’ll come out with a step-by-step strategy for integrating content marketing into your organization, and positioning it for relevance in the future.

Who should attend:

  • Non-profit and association executives – Directors/VPs/Managers
  • PR, communication and marketing personnel for non-profits and associations
  • Non-profit/association consultants
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Building/Growing Your Content Agency/Consultancy
Workshop Moderator: Paul Roetzer, PR 20/20

Agencies are turning into content marketing agencies. Writers are starting up content marketing consultancies. The opportunities are limitless, but the marketplace is crowded. How can you differentiate yourself and provide the right content marketing services for your clients.

In this interactive session, you will learn the best processes for selling your content marketing services, including business development, sales, services execution, pricing and growth management. If you are selling content marketing services, this is a can’t miss session.

Who should attend:

  • PR and marketing agency executives
  • Custom publishing executives/managers and account executives
  • Writers and journalists
  • Marketers looking for new career opportunities
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Building Your Buyer Personas
Workshop Moderator: Adele Revella, Buyer Persona Institute

While awareness has grown about the importance of buyer personas, few companies have a clear path to the insights that make them truly actionable. Many have invested in internal development or third-party research that fails to measurably improve the company’s ability to make strategic decisions.

In the Building Buyer Personas workshop, attendees learn how to develop Product Persona Connections – the most critical part of the Buyer Persona – as a foundation for content marketing initiatives. Marketers learn how to conduct interviews that reveal how buyers conduct the buying process, what criteria weigh most heavily in their decisions, and why they are predisposed to buy your solution or your competitors — marketing intelligence that has a demonstrable impact on messaging, marketing content, sales enablement, and strategies for campaigns or marketing plans.

In this interactive workshop, attendees will:

  • Learn how to locate the right people to interview, probe for critical details, consolidate and communicate relevant findings
  • Listen to the instructor conduct interviews that lead buyers to disclose useful, unexpected information
  • Practice new skills in mock interviews
  • See how to consolidate and communicate findings that impact key marketing decisions

Who should attend:

  • Content Marketers
  • Marketers responsible for products, services, solutions, segments or industries
  • Directors/VPs/Managers – Marketing, Content Marketing, Product Marketing, Marketing Communications
  • Marketing Consultants

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Content Marketing 101: Getting Started 
Workshop Moderator: Heidi Cohen, Riverside Marketing Strategies

If you are new to content marketing, this workshop is for you and will start your Content Marketing World experience off in the right way. In this session, you will learn the basics of content marketing – what it is, key concepts, research trends, case studies, best practices and more. By the time you are done, you’ll have all the ammunition you need to set the path to become an expert content marketer.

Who should attend:

  • Marketers responsible for products, services, solutions, segments or industries
  • PR and communication professionals
  • Business owners
  • Directors/VPs/Managers – Marketing, Content Marketing, Product Marketing, Marketing Communications
  • Marketing Consultants