Strategies to Elevate Your Content Marketing Above Competitors (301) (Half Day) | School of Marketing | ANA

Strategies to Elevate Your Content Marketing Above Competitors (301) (Half Day)

Content Marketing Mastery Program 301
(Half Day Workshop)

Pre-requisite: ANA Content Marketing 201 (or equivalent knowledge)

Workshop Description
You’ve built a strong foundation for your content marketing program – with a written mission, strategy, message, buyer persona research, competitive content audit and metrics. What’s next? Learn three ways to optimize your content marketing. In this hands-on workshop, you learn how to measure and improve your content, build a content base, and create highly differentiated content that competitors can’t copy. Optimize your content marketing as you learn how to:

  • Measure and optimize existing content. How can you get more performance from existing content? Squeeze the maximum value from existing content with testing, newsjacking, resizing, refreshing, upgrading, link-building and guest blogging. Fine-tune content to make it more scannable, readable, emotional and effective.
  • Build your content base. How can you elevate your content above competitors? Most marketers create many content assets yet lack a solid content marketing base. Learn how to create major content assets that buyers can’t resist. Build a solid content marketing base to make your brand tower above others in the competitive content landscape.
  • Differentiate with a content hook. How can you make content so differentiated that competitors can’t copy it? In most markets, the content landscape is overcrowded with content from many companies, yet no one’s content really stands out. Define the content landscape, identify open spaces that are opportunities for differentiation, and create a unique hook for your brand’s content.

This is the third 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 learn how to effectively evaluate the performance of their content, identify areas for improvement, and implement data-driven optimization strategies. Participants will then move into preparing for challenges and learning strategies to build customer loyalty in level 401.

Who Is This Workshop For?
Marketing leaders, marketers and content creators who have taken Parts 101 & 201 of the ANA’s Content Marketing Mastery Program, or who know the basics of content marketing and are ready to advance to the next level.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, maximizing marketing ROI, and improving employee alignment and collaboration.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • To squeeze the maximum value out of existing content
  • To build a content base that makes your brand stand out in your market
  • That your content has a hook to differentiate it from competitors.

This workshop helps attendees increase marketing efficiency by teaching them:

  • To get more performance out of the content you’ve already created
  • To focus content creation on one major asset that buyers can’t resist

This workshop helps attendees maximize marketing ROI by teaching them:

  • To make content more usable for readers – easier to find, easier and faster to scan and read, and stickier because it hits the right emotional notes.

This workshops helps attendees improve employee alignment and collaboration by teaching them:

  • To work together on exercises that help you squeeze more value out of existing content
  • To define clear roles for your company’s subject-matter experts to play
  • To co-invent a content base and a hook to differentiate your brand’s content from others

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.