Join us in this hands-on workshop presented by Altimeter Group and Dachis Group to learn how brands can leverage compelling content to engage their audience in social and beyond.
Social engagement, search and word-of-mouth have forever changed how brands create and deliver content and balance the use of paid, owned and earned media.
92% of consumers trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising, as trust in brands and CEOs continues to decline.
- How to audit your content marketing program.
- How to strategically rebalance and create a portfolio of brand content to achieve your goals.
- How to shift your organization’s content model from”push” to “pull.”
- How to align your brand in the Content Marketing Maturity Model.
- How to gain insight into how your content is performing.
Rebecca Lieb is an analyst at Altimeter Group where she covers digital advertising and media, an area that encompasses brands, publishers, agencies, and technology vendors. In addition to speaking and leading workshops, Rebecca has written on media for The New York Times and The Wall Street Journal, and published her latest book, Content Marketing, in 2011. Download a complimentary pdf of Rebecca’s report “Content: The New Marketing Equation.” Connect with Rebecca at: @lieblink
Michael Jones is vice president of technology at Dachis Group, and works with global brands on enabling data driven social marketing strategies. MJ manages the company’s social analytics partners, including Facebook and Twitter, and is a frequent speaker at industry conferences. Connect with MJ at: @mjfreshyfresh
|8:00 am||Breakfast and networking|
|9:00 am||What is Content Marketing? Content Marketing vs Content Strategy. Finding a Voice. Digital Channels. SEO. Content & PR. Live Events. Reputation & Crisis Management. User Generated Content.|
|10:00 am||Executing Content Marketing. Content Audits. Defining Personas. Analyzing Content Needs. Listening & Responding. Repurposing Content. Paid & Earned Media Integration.|
|11:15 am||Content Measurement. Setting goals. Becoming Data-Driven. Metrics that Matter. Measuring Content Performance.|
|12:00 pm||Working Lunch. Group exercise: creating a content marketing program.|
|1:00 pm||Discussion. Presentations and feedback of group exercises.|
|2:00 pm||Wrap up|