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

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

Seats are limited and confirmation of attendance will be required in advance of the session.

This workshop is the second workshop in the “Content Marketing Mastery Program,” a four-part virtual workshop series designed to give you a broad exposure to all facets and levels of Content Marketing. To achieve mastery in this topic we encourage you to register for all four workshops in the series, however you may register for any workshop that best fits your needs.

If you want to achieve mastery and attend the four-part series (CMS Mastery Program 101, 201, 301, and 401), you will receive a Certificate of Completion to display your expertise and accomplishment. Qualified participants must be present for the entire time for each workshop and attend all four workshops in sequential order (there are no substitutions of past or future workshops).

Click HERE to register for Best Practices for Content Marketing Strategies 101 (2:00 to 5:00 p.m. EDT, Thursday, 11/07)

Register below for Best Practices to Strengthen Your Content Marketing 201 (2:00 to 5:00 p.m. EDT, Monday, 11/11)

Click HERE to register for Strategies to Elevate Your Content Marketing Above Competitors 301 (2:00 to 5:00 p.m. EDT, Monday, 11/18)

Click HERE to register for Strategies to Maximize Your Content Marketing to Build Loyalty 401 (2:00 to 5:00 p.m. EDT, Tuesday, 11/19)

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.

Download the full benefits here

  • Setting the Stage (10min)
  • Gain Insights from Buyer Personas (35min)
  • Gain Insights from Buyer Personas Exercise (20min)
  • Map Content to the Buyers’ Journey (30min)
  • Map Content to the Buyers’ Journey Exercise (20min)
  • Break (5min)
  • Measure to Improve Content Marketing (40min)
  • Measure to Improve Content Marketing Exercise (15min)
  • Closing (5min)


Start: Monday, November 11, 2024 at 2:00pm

End: Monday, November 11, 2024 at 5:00pm


Virtual Workshop (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Best Practices to Strengthen Your Content Marketing (201) - Virtual Client-Side Tier $0 Platinum Tier $0 Gold Tier $199 Silver Tier $299 Nonmember $399



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.