Best Practices to Strengthen Your Content Marketing (201) (Virtual) | School of Marketing | ANA

Best Practices to Strengthen Your Content Marketing (201) (Virtual)

Content Marketing Mastery Program 201
(Virtual Half Day Workshop)

Pre-requisite: ANA Content Marketing 101 (or equivalent knowledge)

Virtual Workshop Description
Build your content marketing framework with best practices on buyer persona research, competitive content audits, mapping content to the buyers’ journey and using measurement to improve results. In this hands-on workshop, you learn how to make content marketing even more effective by addressing these four critical elements. Advance your content marketing to the next level, as you:

  • Develop buyer personas to gain insights into the how and why of buyers’ behavior. Identify the steps in the buyers’ journey, the information buyers seek, and the media preferences of prospects and buyers. Gain critical insights into buyers’ questions during carefully considered purchases and learn how to effectively address buying teams.
  • Learn to conduct a competitive content audit. Find out how well your content meets buyers’ needs during the buying journey. By performing a competitive content audit, you gain greater visibility into marketplace dynamics. An audit defines specific ways to outflank and outsmart your competitors.
  • Map content to the buyers’ journey. Be sure to offer all the content that buyers need to answer their critical questions at each step in the buying journey. Learn how the right content helps buyers advance smoothly through the sales process and helps them overcome obstacles and objections.
  • Continuously improve content through all-in analytics. Learn the process of how to improve content month after month with an all-in analytics review. Chart key metrics, develop and test hypotheses, and formulate experiments that enable you to better understand buyer behaviors and advance your content marketing results to the next level.

This is the second 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.

In this installment, participants gain valuable insights into the buyer's decision-making process and learn how to effectively navigate the competitive landscape. In later installments of the Program, participants gain insight into how to elevate content above competitors and how to identify areas for improvement.

Target Audience
This workshop is open for marketing leaders, marketers, content creators and internal clients who have taken Parts 101 of the ANA’s Content Marketing Mastery Program, and need a solid, strategic framework for content marketing.

Virtual Workshop Benefits
Improve marketing effectiveness by:

  • Assuring that you have the right content to address buyers’ needs at each step in the buying journey
  • Gaining insights into why and how buyers choose your brand, a competitor or the status quo.

Improve marketing efficiency by:

  • Auditing content competitively so you can identify white spaces and outsmart competitors
  • Understanding what buyers do behind the scenes as they make purchasing decisions
  • Building the content that buyers need to progress smoothly through the buying journey.

Improve marketing ROI by:

  • Using all-in analytics reviews to sharpen your content and continuously improve performance

Download the full agenda here


  • 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. George teaches Content Marketing.