Build a Strategic Content Marketing Framework

This event is over.

This session is available as a member-benefit to full ANA members only. Seats are limited and confirmation of attendance will be required in advance of the session.

 

Use 4 best practices to build a solid, strategic framework of best practices for your content marketing. During this hands-on workshop, you’ll create a framework to make your content marketing even more strategic and effective.

Whether you’re just starting up or elevating content marketing to the next level, this workshop will help you build a strong and solid foundation that improves your results.  In this workshop, marketers will:

  • Develop a content marketing mission statement. During the workshop, you will develop a content marketing editorial mission statement. The mission statement defines your target audience(s), content topics, content types and overarching purpose. A written content marketing mission provides clear direction, serving as a litmus test for all the content you create.
  • Create a 1-page content marketing strategy. Most marketers lack a documented content marketing strategy. But writing your strategy makes you 4 times likelier to succeed, says Content Marketing Institute founder Joe Pulizzi. 

    Using a strategy template, you will develop a written strategy that aligns company objectives and goals with content marketing strategies and metrics. Unlike voluminous strategies that get filed away in a binder on the bookshelf, a 1-page strategy proves useful day to day.
  • Learn to conduct a competitive content audit. With a content audit, you find out how well your existing content meets buyers’ information needs during the buying journey. By performing a competitive content audit, you gain greater visibility into marketplace dynamics. An audit helps you define specific ways to outflank and outsmart your competitors.

  • Build clear, concise, consistent stories with a 1-Page Message Map. Answer buyers’ eternal question -- what’s in it for me (WIIFM)? – using a handy tool that Intel, AT&T, Blue Cross and others use to tell their stories.

    A Message Map makes your story concise, you can deliver it in 7 seconds as an elevator speech, headline, email subject line or Tweet. It enables you to expand your message gracefully to 2 minutes, 5 minutes, 20 minutes or more. You, your freelancers and agencies can create content of all types and sizes as you ensure absolute message clarity and consistency. So, everyone can tell your story better.

This workshop is an excerpt of the ANA SOM full day workshop “Fast Forward your Content Marketing.”

 

Who Is This Workshop For?

Marketing leaders, marketers, content creators and internal clients who need a solid, strategic framework for content marketing

Download the full benefits here


  • Setting the stage (30 min)
  • Create Your Content Marketing Mission Statement (35 min)
  • Frame Your Content Marketing Strategy (30 min)
  • Frame Your Content Marketing Strategy Exercise (20 min)
  • Break (10 min)
  • Outflank Competitors with a Content Audit (40 min)
  • Make Your Story Concise, Clear and Consistent with a Message Map (30 min)
  • Message Map Exercise (35 min)
  • Closing (10 min)



Instructors

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 creates and executes strategies that 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, Ameritech and SBC (now AT&T).

George teaches Content Marketing for the ANA and serves on the Advisory Board of the Business Marketing Association (BMA). He has served as president of the Chicago and St. Louis BMA chapters.

George writes the Marketing Upside column, published in Global Telecoms Business since 2014. He blogs weekly on B2B content marketing and Tweets as @riverwordguy.