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Content Marketing

This event is over.
When
Begins:Wednesday, July 30, 2014 at 8:30am
Ends:Wednesday, July 30, 2014 at 5:00pm
Where

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Alan Schulman

Alan Schulman is vice president of global digital marketing and brand content for SapientNitro. In his global role, he helps drive digital marketing services and content marketing for brand marketers at Unilever, MasterCard, Verizon and numerous others companies. Mr. Schulman joined SapientNitro in 2012 as chief creative officer of New York. Prior to joining SapientNitro, he served in a variety of digital creative leadership roles, within The Interpublic Group, at McCann-Erickson, FutureBrand Worldwide and Foote, Cone & Belding. Mr. Schulman is the recipient of numerous awards for creative excellence including  AICP, ANDY, One Show, FWA, the Interactive Advertising Bureau’s (IAB) MIXX Awards and Promax/BDA as well as awards from internal marketing organizations of Johnson & Johnson and Procter & Gamble. He currently serves as a member of the 4A’s creative technology committee, the creative review commitee of The Advertising Council, the New York Media & Marketing Technologies Council and the National Academy of Television Arts & Sciences (EMMYS) new media committee. Mr. Schulman also sits on the advisory boards of TiVO, The Wharton School of Business/Advertising 2020 Technology Curriculum Council, RGM, and DPAA, the Digital Place Based Advertising Association.  

 
Agenda

#

Module

Length

Takeaway/Content Summary

1

Arriving at the Content Organizing Idea

Through the Lens of Your Brand Promise

2H:00M

  • Understand how brand truth and consumer truth overlap to arrive at a brand content organizing idea
  • Learn how to expand a brand statement/tagline to arrive at a brand content organizing idea that serves as a platform for a story system
  • Exercise: Develop your brand content organizing idea
  • Exercise: Test the elasticity of your brand content organizing idea

2

Defining Brand Content Excellence

Always-On Content Library

 

2H:00M

  • Gain a full understanding of content models created curated and distributed/syndicated
  • Define an always-on content library, short/medium/long form content within the create, customize and share framework
  • Learn the components of a content matrix, balancing the product/service/ utility benefits of a brand with lifestyle-centric benefits, to establish a content marketing platform that can serve both
  • Exercise: Prepare a content matrix

3

Content Marketing Platforms

Tools, Techniques and Platforms for Deploying Content Marketing

2H:00M

  • Understand the content tools, techniques and platforms for deploying content marketing across paid, owned and earned channels:
    • Authoring platforms
    • Curation and licensing models
    • Tagging/Link-farming models
  • Learn about SAS platforms and tools for commissioning and deploying original content, obtaining curated and licensed content and tagging methods for maximizing shareability and conversations
  • Exercise: Hands-on demonstration of SAS platforms and tools (vendor to showcase and adjunct hands-on exercise)

4

Content Measurement Frameworks

Measuring and Organizing for Content Marketing Initiatives

2H:00M

  • Learn how to develop a content measurement framework by defining KPIs and key measurement metrics to determine return on content marketing:
    • Content sharing measures
    • Content trending measures
    • Cultural currency/conversation measures: ROC/ROI
  • Exercise: Develop a measurement framework
  • Examine different marketing organization models to consider and/or test to activate content marketing:
    • Content marketing managers (beyond social)
    • Brand team ownership
    • Chief content officer (CCO) roles
    • Others
  • Exercise: Evaluate your current organizational model

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