Workshops

Content Marketing World Workshops

CMW 2013 is offering six limited-attendance workshops on Monday, September 9th for those truly committed to the art and science of content marketing.  We have a bit of something for everyone.

  • Launch a Killer Content Product in an Afternoon
  • Content Marketing Strategy for Non-Profits
  • Building Your Buyer Personas (*starts at 12:30 pm and ends at 5:00 pm ET)
  • Content Marketing 101: Getting Started
  • Building/Growing Your Content Agency/Consultancy (*starts at 11:00 am and ends at 4:00 pm ET)
  • Content Marketing and Sales Enablement (Making Content Work for the Sales Force)

All workshops will be held 1:00 PM  - 4:30 PM, unless otherwise noted above* and are only available to conference attendees.  See below for more detailed information and workshop facilitators.

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#1 Launch a Killer Content Product In An Afternoon

Workshop Facilitator: Andrew Davis, author, Brandscaping

What is a content marketing product? It’s a podcast, a magazine, an e-book collection, a weekly e-mail, a video or webinar series. It’s a web show or even a a weekly blog feature. Maybe it’s a monthly info-graphic.

It’s time you started treating your content like an asset, a product, instead of a marketing expense – and we’re going to do it together.

In this highly-interactive, action-packed, afternoon workshop you’re going to launch your own content product. Andrew Davis, author of Brandscaping: Unleashing the Power of Partnerships will teach you the A-to-Z strategy designed to create compelling content products that build a LOYAL audience.

Here’s what you’ll come home with:

  • A content concept with a unique hook designed to ensnare and entrap your unsuspecting audience.
  • A specific time, media, and method for distribution that will deliver a growing audience on auto-pilot.
  • An entertaining and informative content format for your product that delivers on the expectations for your target audience.
  • A “start small, think big” development strategy that will allow you to get started the minute you return from Content Marketing World.
  • A content strategy designed to drive sales without breaking the bank.
  • A workbook that reveals the 7 Television Secrets That You Can Use To Create Killer Content.
  • A signed copy of Andrew’s book, Brandscaping, to keep you inspired and further your education after the conference is over.

Who should attend:

  • Content Marketers (Intermediate level or big thinkers.)
  • Agency creatives looking to drive bigger business
  • Corporate marketers interested in creating marketing assets
  • Solopreneurs, bloggers and small businesses hoping to brand themselves to grow their business

#2 Content Marketing Strategy for Non-Profits

Workshop Facilitator: Michael Weiss, Lead CMI Consultant, & Russell Sparkman, Co-founder, FusionSpark Media

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

#3 Building Your Buyer Personas

Workshop Facilitator: Adele Revella, Founder, 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

#4 Content Marketing 101: Getting Started

Workshop Facilitator: Jonathan Kranz, author, Writing Copy for Dummies

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

#5 Building/Growing Your Content Agency/Consultancy

Workshop Facilitators: Paul Roetzer, author, The Marketing Agency Blueprint, Jay Baer, author, The NOW Revolution, & Robert Rose, author, Managing Content Marketing

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

#6 Content Marketing and Sales Enablement (Making Content Work for the Sales Force)

Workshop Facilitator: Carla Johnson, Lead CMI Consultant

If content marketing supports the sales cycle, why are so many companies bad at it? It’s not a shortage of technology. It stems from sales and marketing not having walked the proverbial mile in each other’s shoes. This lack of understanding causes friction between what sales teams want and what marketing delivers—and when.

This workshop helps sales and marketing professionals understand each other’s perspective, then walks through how to have conversations about what sales really needs from marketing to support their efforts. Participants will discover how sales and marketing can work together to generate content that establishes a company as a thought leader. Finally, the session will cover how sales teams can create time-sensitive content (that marketing will approve of) that helps build awareness and engagement with customers and prospects through social communities. If you’re a marketing person supporting sales, or sales person frustrated with getting content to support the buyer’s cycle, this is a can’t miss session.

In this workshop attendees will:

  • Uncover different expectations sales and marketing have around the customer buying cycle and sales enablement
  • Learn the new rules of responsibility for sales and marketing as it relates to content
  • Understand how marketing’s white paper (or other significant content) can quickly turn into 7-12 pieces of content for sales
  • Get insider tips on how to grab your sales or marketing colleague’s attention quicker

Who should attend:

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