1
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Setting the Stage
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Learn
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0H:10M
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- Welcome and expectations
- Summary of ANA Member benefits
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2
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Understanding Content Strategy and Why It Matters
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Learn
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0H:15M
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- Learning objectives
- What is a content strategy and why do you need it
- Define your measure of success
- What does effective content marketing look like?
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Experience
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0H:10M
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- Best practices: Discuss steps of a content strategy, how they build on the previous and how they support business objectives.
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Apply
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0H:15M
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- Exercise: Participants will break into small teams and outline how content efforts can support an organizations greater business goals.
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3
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Buyer Personas
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Learn
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0H:15M
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- Learning objectives
- What they are and why they matter
- How they are used in creating purpose-driven content
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Experience
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0H:15M
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- Critique: Evaluate buyer personas and understand what areas are done well, which should be stronger and what information is missing.
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Apply
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0H:30M
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- Exercise: Participants will break into groups and create at least one buyer persona.
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Break
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0H:15M
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4
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Creating a Content Mission
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Learn
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0H:15M
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- Learning objectives
- What a content mission is and why it matters
- How it sets the tone for content marketing (and all marketing)
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Experience
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0H:15M
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- Content mission statements in action – how companies use their content missions as a “north star” for the work that they do.
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Apply
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0H:30M
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- Exercise: Participants will work individually to create a content mission that applies to their own content efforts as it supports the business objectives of their company.
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Lunch
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1H:00M
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5
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Customer Journey
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Learn
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0H:15M
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- Learning objectives
- Understand why the buyer’s journey has changed
- Learn why the process matters for content planning and creation
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Experience
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0H:20M
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- Case study: discussion of these elements and review examples
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Apply
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0H:25M
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- Exercise: Participants will work in groups and map out the buyer’s journey for the persona they created in the previous exercise and understand who influences them.
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Break
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0H:15M
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6
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Putting it Together – Mapping Content by Persona Throughout the Buyer’s Journey
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Learn
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0H:10M
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- Learning objectives
- What is a content map and why does it matter?
- Tips on balancing the content mix throughout the process
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Experience
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0H:10M
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- Review examples of content mapping and understand what areas are done well, which should be stronger and what information is missing.
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Apply
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0H:20M
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- Exercise: Participants will work in groups and identify and map relevant content by format (i.e. whitepaper, blog post, etc.) by persona for each stage of the buyer’s journey.
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7
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Sourcing Content and Building an Editorial Calendar
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Learn
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0H:10M
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- Learning objectives
- 3 questions to ask when building the editorial calendar
- Where to look for content contributors
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Experience
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0H:10M
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- Best practices: Guidelines for building an editorial calendar and gaining commitment from internal content sources
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Apply
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0H:20M
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- Exercise: Participants will work in groups to complete an editorial calendar, discover content gaps and identify potential contributors by title within their company.
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8
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Measuring for Meaning
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0H:30M
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- Exploration of content marketing measurement and metrics
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9
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Learning Reflection and L.E.A.D. Action Plans
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Discover
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0H:35M
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- Group reflects on learnings
- “Discover More” resources
- Great L.E.A.D. action plan
- Closing Activity and Remarks
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