Strategies to Maximize Your Content Marketing to Build Loyalty (401) (Virtual) | School of Marketing | ANA
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Strategies to Maximize Your Content Marketing to Build Loyalty (401) (Virtual)

Content Marketing Mastery Program 401
(Virtual Half Day Workshop)

Pre-requisite: ANA Content Marketing 301 (or equivalent knowledge)

Virtual Workshop Description
You’ve created your content marketing program – with a written mission, strategy, message, research, competitive awareness, and metrics. You’ve measured and optimized existing content, built a content base, and differentiated it from competitors. What do you need to do next?

Learn four ways to maximize your content marketing. In this hands-on workshop, you learn how to get the whole company to buy in to content, promote content to attract subscribers and customers, and convert content consumers into customers. Maximize your content marketing as you:

  • Create content communities. To get the most out of your content marketing, secure buy-in from Sales, subject-matter experts (SMEs), product managers, research, and development (R&D) and executives. Recruit employee ambassadors, who have 10 times more reach than your brand. Create velvet-rope communities for buyers.
  • Promote content to build followers and subscribers. Create lead magnets and mega-content to pull in readers. Strategically choose how and when to gate or ungate content. Use organic, earned and paid media to extend distribution, maximize reach and capture more eyeballs with the valuable content you create. Stimulate user-generated content.
  • Increase conversions: turn readers into subscribers into customers. Build a relationship that makes readers want to become subscribers and members of your community. Then develop a strategy designed to convert subscribers into customers.
  • Prepare for the challenges ahead. The future of content marketing will see a seismic shift. Marketers must prepare for anticipated changes such as what to do when social media usage declines, how to start using artificial intelligence (AI) in content marketing, how to prepare for voice search, whether to acquire or create content, and what to do about content oversaturation.

This is the final installment in the ANA’s four-part series “Content Marketing Mastery Program”, where participants gain a deep understanding of the power of content in today's digital landscape and learn how to leverage it effectively to drive engagement, build brand awareness, and generate leads.

Building on levels 101--301, participants now delve into building relationships with SME’s, setting a clear strategy to transform subscribers into customers, and more. By honing these abilities, participants will be well-equipped to attract and engage a larger audience, ultimately driving increased conversions and achieving their marketing goals.

Target Audience
Marketing leaders, marketers and content creators who have taken Content Marketing 101, 201 and 301, and are ready to maximize content for their brands and companies.

Virtual Workshop Benefits
Improve marketing effectiveness by:

  • Getting people outside Marketing to create and share content with their followers
  • Building social media followers and blog subscribers who give you permission to market to them
  • Turning readers into subscribers into customers
  • Anticipating the decline of social media, the rise of AI and voice search, and opportunities to acquire rather than create content.

Improve marketing efficiency by:

  • Reaching a social media audience 10 times bigger than your brand reaches today
  • Setting a clear strategy and building a friction-free path to convert subscribers into customers.

Improve marketing ROI by:

  • Getting more readers for content
  • Increasing customer conversions.

Improve employee alignment and collaboration by:

  • Building buy-in and aligning Marketing, Sales, SMEs, product managers, R&D and executives by co-creating your content marketing
  • Recruiting and training Employee Ambassadors who build their personal brands as they help the company reach 10 times more social media followers.

Download the full agenda here

 

trainer

George Stenitzer

George Stenitzer founded Crystal Clear Communications in 2014 to create inventive answers to marketing challenges. The Content Marketing Institute named George Content Marketer of the Year and BtoB magazine twice named him a Best Marketer.

A change agent, George helps clients build brands with breakthrough content. Previously, he was Tellabs’ vice president – marketing and communications. He also worked in Fortune 500 companies such as RR Donnelley and AT&T.

For the ANA, George leads Fast-Forward Your Content Marketing  workshops at four levels — Content Marketing 101, 201, 301 and 401. He served on the Advisory Board of the Business Marketing Association (BMA) and as president of the Chicago and St. Louis BMA chapters.

He blogs weekly, answering marketers' Top 100 Questions on content marketing. He tweets at @GeorgeStenitzer.