Creating a Business-Driven Content Strategy

This event is over.

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Module

L.E.A.D. Learning Approach

Time

Learning Experience Summary

1

Setting the Stage

Learn

0H:10M

  • Welcome and expectations
  • Summary of ANA Member benefits

2

Understanding Content Strategy and Why It Matters

Learn

0H:15M

  • 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?

Experience

0H:10M

  • Best practices: Discuss steps of a content strategy, how they build on the previous and how they support business objectives.

Apply

0H:15M

  • Exercise: Participants will break into small teams and outline how content efforts can support an organizations greater business goals.

3

Buyer Personas

Learn

0H:15M

  • Learning objectives
  • What they are and why they matter
  • How they are used in creating purpose-driven content

Experience

0H:15M

  • Critique: Evaluate buyer personas and understand what areas are done well, which should be stronger and what information is missing.

Apply

0H:30M

  • Exercise: Participants will break into groups and create at least one buyer persona.

 

Break

 

0H:15M

 

4

Creating a Content Mission

Learn

0H:15M

  • Learning objectives
  • What a content mission is and why it matters
  • How it sets the tone for content marketing (and all marketing)

Experience

0H:15M

  • Content mission statements in action – how companies use their content missions as a “north star” for the work that they do.

Apply

0H:30M

  • 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.

 

Lunch

 

1H:00M

 

5

Customer Journey

Learn

0H:15M

  • Learning objectives
  • Understand why the buyer’s journey has changed
  • Learn why the process matters for content planning and creation

Experience

0H:20M

  • Case study: discussion of these elements and review examples

Apply

0H:25M

  • 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.

 

Break

 

0H:15M

 

6

Putting it Together – Mapping Content by Persona Throughout the Buyer’s Journey

Learn

0H:10M

  • Learning objectives
  • What is a content map and why does it matter?
  • Tips on balancing the content mix throughout the process

Experience

0H:10M

  • Review examples of content mapping and understand what areas are done well, which should be stronger and what information is missing.

Apply

0H:20M

  • 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.

7

Sourcing Content and Building an Editorial Calendar

Learn

0H:10M

  • Learning objectives
  • 3 questions to ask when building the editorial calendar
  • Where to look for content contributors

Experience

0H:10M

  • Best practices: Guidelines for building an editorial calendar and gaining commitment from internal content sources

Apply

0H:20M

  • Exercise: Participants will work in groups to complete an editorial calendar, discover content gaps and identify potential contributors by title within their company.

8

Measuring for Meaning

 

0H:30M

  • Exploration of content marketing measurement and metrics

9

Learning Reflection and L.E.A.D. Action Plans

Discover

0H:35M

  • Group reflects on learnings
  • “Discover More” resources
  • Great L.E.A.D. action plan
  • Closing Activity and Remarks
When
Begins:Thursday, September 17, 2015 at 8:30am
Ends:Thursday, September 17, 2015 at 5:00pm
Where

Reed Smith
599 Lexington Avenue
22nd Floor
New York, NY 10022