Audiences: The New Business Model Of Content Marketing
This is a workshop that will reboot the idea of content marketing. In today’s world, the Content Strategist, technologist, storyteller and Marketer are the creators of business value. This is the marketing department of the next decade. Successful companies aren’t changing content to fit marketing’s purpose – they are actually changing marketing to fit a strategic content purpose. In short: we are building content as a product – with an audience– as the main asset.
In this workshop you’ll learn
• How to evolve existing content and marketing practices into a team and structure that works for your business
• How to look at the development of content-driven experiences as a product development model – rather than a campaign-centric mindset
• How to look at audiences as something more than just buyers – and how to generate business value by engaging them.
• Creating a measurement strategy for this new process that provides multiple lines of value to the business
The workshop design is as follows:
09:00 – 09:30 – Registration and morning coffee
09:30 – 10:30 – Introduction – Investing In Audiences An Asset That Increases In Value
10:30 – 10:50 – coffee break
10:50 – 11:50 – Get To A Purpose & A Focus. Building Your Business Case For Content Marketing Audiences
11:50 – 12:40 – lunch
12:40 – 13:30 – Getting To Audience Personas And Understanding Why They Are Different Than Buyers
13:30 – 13:50 – coffee break
13:50 – 14:30 – Measurement: How to measure the return on the investment in Audiences and Content Marketing
14:30 – 14:50 – Taking The Next Real Steps In Building The Business Model Of Content Marketing
14:50 – 15:00 – Final questions and thank you.
