Strategies to Maximize Your Content Marketing to Build Loyalty (401) (Half Day) | School of Marketing | ANA

Strategies to Maximize Your Content Marketing to Build Loyalty (401) (Half Day)

Content Marketing Mastery Program 401
(Half Day Workshop)

Pre-requisite: ANA Content Marketing 301 (or equivalent knowledge)

Workshop Description
You’ve created your content marketing program – with a written mission, strategy, message, research, competitive awareness and metrics. You’ve measured and optimized existing content, built a content base and differentiated it from competitors. What do you need to do next?

Learn four ways to maximize your content marketing. In this hands-on workshop, you learn how to get the whole company to buy in to content, promote content to attract subscribers and customers, and convert content consumers into customers. Maximize your content marketing as you:

  • Create content communities – internal and external. To get the most out of your content marketing, build an internal content community to secure buy-in from Sales, subject-matter experts (SMEs), product managers, research and development (R&D) and executives. Recruit employee ambassadors, who extend your reach by up to 20 times. Build external communities that get specific jobs done – including social, support, advocacy, insight and crowdsourcing communities.
  • Promote content to generate followers and subscribers. Use organic, earned and paid media to distribute and promote content, maximize reach and capture more eyeballs. Create 5 types of compelling content – content pillars, customer FAQs, consistent content, crowd-pleasers and curated content – to pull more readers in.
  • Increase conversions: turn readers into subscribers into customers. Build a relationship that makes readers want to become subscribers and members of your community. Learn strategies that minimize effort and maximize rewards for users – in order to build your audience, improve audience quality and boost conversion rates.
  • Prepare for the challenges ahead. The future of content marketing will see a seismic shift. Will buyers be able to find your content? And will they trust it? Marketers must prepare for anticipated changes such as what to do when social media use declines, where to start using artificial intelligence (AI) in content marketing, how to prepare for voice search, what 5G can enable and how to counter deep fakes.

This is the final 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.

Building on levels 101--301, participants now delve into building relationships with SME’s, setting a clear strategy to transform subscribers into customers, and more. By honing these abilities, participants will be well-equipped to attract and engage a larger audience, ultimately driving increased conversions and achieving their marketing goals.

Who Is This Workshop For?
This workshop is for Marketing leaders, marketers, and content creators who have taken Parts 101, 201, and 301 of the ANA’s Content Marketing Mastery Program, and are ready to maximize content for their brands and companies.

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:

  • How to get people outside Marketing to create and share content with their followers
  • How to build social media followers and blog subscribers who give you permission to market to them
  • How to turn readers into subscribers into customers
  • How to anticipate the decline of social media and the rise of AI, voice search and 5G. Immunizing against fake content and deep fakes.

This workshop helps attendees improve marketing efficiency by teaching them:

  • How to reach a social media audience 20 times bigger than your brand alone can reach
  • How to set a clear strategy and building a friction-free path to convert subscribers into customers.

This workshop helps attendees improve marketing ROI by teaching them:

  • Ways to gain more readers for content
  • Ways to increase customer conversions.

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

  • How to build buy-in and aligning Marketing, Sales, SMEs, product managers, R&D and executives by co-creating your content marketing
  • How to recruit and train Employee Ambassadors who build their personal brands as they help the company reach 20 times more social media followers.

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.

A change agent, George helps clients 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 and AT&T.

For the ANA, George leads Fast-Forward Your Content Marketing  workshops at four levels — Content Marketing 101, 201, 301 and 401. He served on the Advisory Board of the Business Marketing Association (BMA) and as president of the Chicago and St. Louis BMA chapters.

He blogs weekly, answering marketers' Top 100 Questions on content marketing. He tweets at @GeorgeStenitzer.