Workshops

Content Marketing World Workshops

Our pre-conference workshops (most running from 1:00PM to 4:30PM on Monday, September 8, 2014) are focused on a deep dive into a particular content marketing solution area. Please see agenda page for more detailed information.  

#1 Sales Enablement (Making Content Work for the Sales Force)

Somewhere between 50% and 90% of the content and collateral produced by marketing goes unused by sales. The reasons vary, including that they can’t find it, they don’t know how or when to use it and that the content they do find needs customization to work for their conversations with prospects.

Sales content is arguably different than marketing content. It must have more depth and insight and serve as a catalyst for a conversation that buyers will value. This can seem like a tall order for marketers who are already pressed for time and lacking the resources to produce enough engaging content to populate their marketing programs. But it doesn’t have to be. 

#2 Content Marketing 101

Learn how companies are successfully leveraging content marketing to generate more traffic, more leads and more business for their organizations. Examples and case studies will include small businesses, destinations, and large corporations demonstrating how their content strategy is working in today’s hyper-connected world. You will learn how you can grow your business and save money by creating compelling, engaging content. Taught within the framework of Vertical Measures’ proven 8 Step Process, these fast paced workshops are interactive, and provide tools, resources and industry insights to take advantage of right when you walk out the door.

#3 Demand Generation – Drive more marketing qualified leads through epic content creation

If you are tasked with generating—and nurturing—higher-quality leads for sales this year and beyond, you can’t miss this hands-on workshop that details a highly effective approach that focuses on content.

The run-down: In recent B2B marketing study by DemandGen Report, 46.5% of marketers cite “generating higher quality leads” as their top task for this year. The unfortunate reality is that many of these organizations will take a very tactical approach in the attempt to get there, but that’s not the most effective way to increase high-quality leads and closed sales. Marketers must take a step back from tactics and develop a more strategic approach to their demand generation including a buyer-centric content marketing strategy.

In this half-day workshop, you will learn how to make the move from tactical demand generation to a strategic process focusing on a buyer-centric content marketing strategy. You’ll discover case studies of companies who have done this and seen positive results. The workshop will also include breakouts with peers so attendees can apply the information you’re learning in real-time, examining your own content and content marketing strategy and comparing to best-in-class examples.

#4 Conversion Rate Optimization Clinic

How much money are you losing with your poorly performing website?

Changes in landing page efficiency can dramatically improve the profitability of your online marketing programs. This fast-paced and practical small group training will provide you with a crash course in conversion rate optimization. As the author of the bestselling book Landing Page Optimization, chairperson of the international Conversion Conference event series, and CEO of the SiteTuners agency, Tim Ash will help you to improve conversions by applying “The Matrix” methodology to your website. The Matrix is a framework for understanding your audience from a user-centered design perspective, and ensures that you will consistently get the more of right people through the right activities in the right order.

Short lecture segments will alternate with practical hands-on work. Participants will complete exercises to apply key concepts to their specific situation.

#5 Taking Your Content to Global Proportions: Global Content Strategy Best Practices

If you want to deliver the right information to the right people, at the right time, in the right format and language, you must start with a content strategy. Attend this half-day workshop to learn how to get started. Attendees will learn the seven components of global content strategy, what to watch out for, and a useful mix of global content strategy best practices. This amazing workshop is jam-packed with useful information that no professional content marketer should be without. Sponsored by Cloudwords.

#6 How to Develop a Content Curation Strategy for Your Organization

Is Your Curated Content Hall of Fame Worthy? The Secret To Content Curation Rockstardom Revealed.

This hands-on Content Curation Workshop will give you everything you need to develop and implement an effective content curation strategy and related tactics that delivers results without tarnishing your brand. You will leave with the basics of a content curation strategy you can implement.

#7 The Anatomy of Social Influence and Influential Content

Countless studies have proven that the purchase decisions of prospective customers are affected more by the social content created and shared by their peers than the advertising and marketing created and shared by the brand. This workshop will teach attendees how to identify the purchase life cycle of a customer and who influences decisions at each stage. Led by the co-author of Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing, this workshop will teach you how influence paths actually flow in online communities and the difference between influencing purchase decisions and simply amplifying brand messages. That foundation will lead to a detailed review of how content must be created and shared to target different customers at various stages of the customer life cycle in order to have a measureable impact on the value of your business.

#8 Content Creation Management – Building A New Process For Our Business & Content Marketing Success

The process of content management is well understood now in most businesses. We know how to use technology and business processes to enable the governance, management and publishing of content to various channels. But what about actually creating that content? How do we establish a process and a structure in our business that enables us to handle the most important part of content marketing – the creation of content. While there are no templates in this new world, there are frameworks we can use to create our new process and be successful with it. In this workshop, we’ll look at the specifics of these frameworks, and how they contribute to this very important process in the business.

#9 How To Use Buyer Personas To Humanize Content Marketing

Today’s consumers and buyers are being inundated with a digital overflow of content. Making it harder for marketers to be heard and to engage customers. Customers are suffering from content shock and filtering out business-speak information, moving items to the trash icon on their desktop, laptop, tablet, or smartphone. How do today’s marketers connect with customers confronted with information dinging their devices every 10 seconds?

In this workshop, participants will learn how gaining deep understanding of what their customers desire results in compelling content. You will be introduced to the original and authentic buyer persona development methodology perfected over the past 15 years. This methodology has helped many of today’s leading companies get to know their customers – and connect with compelling content.

#10 Planning, Refining and Measuring SEO for Content Marketing

Go beyond the hype, myths and basics with this hands-on SEO workshop that will show you how to leverage your expertise to define, shape, refine or repair your company’s SEO strategy. Learn realistic keyword research and selection techniques that you can personally master to reinforce brands, drive leads and increase sales. Explore an array of practical inbound link building techniques that you can use on-the-spot. And lastly, discover the best ways to unite SEO with a sound content development strategy and get practical ways to dive into web site analytics and track relevant KIPs that make sense for your business.

#11 Building and Growing Your Content Marketing Agency

The Insatiable Content Marketing Agency

How brilliant agencies pitch content so good their clients eat it up! (Even before they know the fee.)

Content marketing as a service has exploded. Everyone’s offering it. So, in a crowded marketplace how do you stand out? How do you strategize, create, and pitch your services so you win bigger accounts more often?

You feed their needs instead of gratifying their wants.

Content Marketing World keynote speaker, Andrew Davis, will reshape the way you blueprint, brainstorm, and pitch new client work. In this jam-packed, four hour workshop, you will master the most under-utilized tool in the marketing world today: Google Trends. You will understand how to leverage smart and simple market research to produce innovative content concepts that blow your clients away. Most importantly, you’ll learn how to pitch (and price) your agency into more work, more often.

#12 Driving Business Success Through Collaborative Content & “Knowing” Your Customer(s) [Mobile]

The world has gone mobile, and the number of channels, touch points and digital screens available to content marketers will grow at an unimaginable pace over the next two years. While this presents an incredible opportunity to reach an audience on increasingly relevant terms, there is a greater opportunity to collaborate with that audience to create and leverage content that drives sales, repeat purchase behavior and brand evangelism.

#13 Putting Account-based Marketing into Practice

Account-based marketing is a proven strategy for B2B companies who want their marketing to measurably impact company growth. An account focus ensures higher-quality leads delivered to sales while also enables your marketing to reach more prospects on the buying team. Sales win rates, marketing efficiencies and company revenues improve dramatically.

While many companies, see the value of account-based marketing, most are not able to execute it fully and fail to reap the benefits. In this workshop, how to plan and execute and end-to-end account-Based Marketing strategy – from building a target account to list to personalized message to account-based analytics and measurement. You’ll learn how how to identify your most valuable prospects, how to create and use a target account list and how to measure at every stage of the buyer’s journey to optimize each campaign. We’ll also cover best practices for content personalization to ensure the success of your campaign. Sponsored by Demandbase.