Content Marketing

This event is over.

How to Plan, Design, and Execute a Content Marketing Strategy

Most brands have grabbed hold of the idea of content marketing, but many struggle with how to plan and execute it successfully in order to achieve the results they desire. Content marketing success lies in a company’s ability to align content efforts with business goals, and then plan and execute consistently.

This highly interactive workshop will take participants through the process of creating a content strategy that will be immediately actionable once they are back at the office. Using hands-on exercises and peer critique, as well as examining best practices, participants will discover what matters to their audience and how to make decisions. Participants will create a content strategy that enables them to create highly relevant content that builds awareness, engagement, conversion, and loyalty.

 Using the ANA L.E.A.D. learning approach, you will:

  • Learn the foundations of a content strategy
  • Experience the essential elements of content marketing through hands-on activities
  • Apply what you have learned to create a strategy you can implement in your company
  • Discover more content marketing learning through peer collaboration, resources and action plans

 Who Is This Workshop For?

  • Marketers who want to create a successful content marketing program based on a structured, effective strategy
  • Those who currently have a content marketing program in place but aren’t realizing the level of results they would like

 Workshop Benefits

 As a result of this workshop, you will be better able to:

  • Understand why it is crucial to align your content marketing strategy with the business goals of your organization
  • Develop a starting point for your own content marketing strategy and a step-by-step process that’s flexible enough to apply to any company in any industry
  • Refine your skills as a content marketer to build relationships across all functions of the business and create collaborative teams




Takeaway/Content Summary


Arriving at the Content Organizing Idea

Through the Lens of Your Brand Promise


  • 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


Defining Brand Content Excellence

Always-On Content Library



  • 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


Content Marketing Platforms

Tools, Techniques and Platforms for Deploying Content Marketing


  • 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)


Content Measurement Frameworks

Measuring and Organizing for Content Marketing Initiatives


  • 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



Alan Schulman

One of the industry’s leading voices in Creative & Content Marketing, Alan Schulman is a seasoned Branding, Advertising and Digital agency creative veteran – and the first major creative agency executive to lead one of the Big Four Consulting firms’ creative offerings – Deloitte Digital.

Over his 25+ year career, Alan has held Executive Creative & Content leadership roles at several leading agencies including McCann-Erickson, FutureBrand Worldwide, Foote, Cone & Belding and most recently, as Chief Creative Officer of SapientNitro. He is the recipient of numerous awards for creative & content excellence, including award-winning campaigns for such global brands as Diet Coke®, Unilever’s AXE® for Men, Johnson & Johnson’s Splenda®  and Procter & Gamble’s Olay®, Secret® & numerous others.  He was named one of North America’s “Digital All Stars” by OMMA in 2011.

Schulman currently serves as a member of the Board of Directors of the American Marketing Association and is a member of the Creative Review Committee of The AdCouncil, as well as the New York Media and Marketing Technologies Council.  He has served as Co-Chair of the 4A’s Creative Technology Committee, as a member of the Adobe Global Creative Director’s Council and the Wharton School of Business’, “Future of Marketing” Technology curriculum committee.