Content is an increasingly important marketing and branding tool for reaching, engaging and retaining customers, and yet, few of us were trained to be content marketers. Using a simple and flexible framework, this session will get your creative juices flowing and teach you how to generate a seemingly endless number of unique and compelling content ideas to build your personal brand or that of your organization. Even better, the systems you’ll learn here can be replicated time and again, whenever you need content ideas for new offerings, programs, services, events or something else.
We’ll walk through 10 different focuses for your content; 10 different formats you can use to bring those ideas to life, and then a system for repurposing your content for maximum productivity and effect. Throughout the session, there will be plenty of activities and Q&A, and you’ll also get a downloadable workbook with hundreds more content prompts and activities.

After this masterclass, you’ll be able to:

• Brainstorm 500+ content ideas for your brand
• Apply a repeatable process for generating hundreds of content ideas
• Use a simple tool for turning one content idea into several
• Create a reliable idea-generation system you can share with your team
• Develop newfound confidence in your own creative power

An active social media program consists of content that gets noticed, connections with key audiences, and metrics that demonstrate how social media contributes to overall business health. Yet even in the best of programs, social media practitioners have a hard time keeping up with the constant change of what works in social media. If you aren’t working from a strategy built in the last year, you don’t have a social media strategy.

This advanced social media masterclass bridges the gap between preparation and opportunity, to best set you up for social media success. Together, we’ll spend the day talking about what a social media strategy needs to look like in 2021, and demonstrating how to build one from the ground up.

During the class, we’ll also walk through the steps of a social media audit to evaluate your existing organic and paid social media marketing activities, and understand how to benchmark against an industry or set of competitors. Learn about content best practices and how to make content move, sing, and smile to capture your audience’s attention. Understand what matters in measurement and reporting, and create a framework of KPIs that demonstrate program health. Build a social media playbook you can take back and implement immediately, and learn how to make adjustments, so your strategy leads to more winning moments.

You’ll receive an online interactive workbook to use during class, which will allow you to walk through exercises, and personalize what you learn to your company or brand. Attendees need to bring a laptop or tablet and be able to log into your own social media channels. Group activities will provide opportunities for hands-on learning while making new connections.

You’ll walk away with the clarity of social media strategy rooted in a strong foundation. By knowing how to prepare, you’ll understand how to succeed when the opportunity arises.

After this masterclass, you’ll be able to:

• Audit your current state of social
• Identify landscape and competitive benchmarks
• Use content that moves, sings and smiles to capture audience attention
• Refresh social media reports for your organization
• Choose KPIs that demonstrate campaign health
• Understand how paid media augments a healthy organic strategy
• Create a social media playbook for your brand
• Dial in the best tools and processes for you and your team

Based on the shift to a digital-first marketing focus, it’s time to look at your digital marketing strategy (or create one) and engage with your audience at all stages of your customer journey.

This workshop examines the channels, tactics and tools needed to dive deeper into SEO, paid media, social media, email marketing, measurement and CRO.

If you are not building a ‘connected’ audience, you are falling further behind in this distracted and fragmented online marketplace.

After this masterclass, you’ll be able to:

• Properly evaluate your digital marketing efforts and find the topics and tactics you need to use in 2021
• Strategize, ideate and create engaging user-focused content for each stage in the customer journey
• Know where, when and how to publish content in the right digital channels
• Understand what’s working, what’s not, and how to test with measurement and CRO
• Manage your ‘connected’ audience and prove the value it creates for your organization
• Evaluate your investment, ROI and how to communicate that with the C-Suite

You will leave this workshop well on your way to creating and growing a ‘connected’ audience with an effective digital marketing strategy. You’ll receive the tools, tips and references you need to complete the provided interactive workbook.

As marketers, you know content is critical when it comes to driving awareness, consideration, and qualified leads—and you know that storytelling is the most effective way to deliver that content so that your audience sees your company as the right solution for their problem. But how do you script those stories? What if you don’t consider yourself a storyteller? The good news is the answer lies in the structure of the story — Goal, Problem, Truth, Change, and Action — not the story itself, and that’s a structure that can be easily duplicated time and time again. Join this highly interactive workshop to learn not just the “how” of creating the story people will tell themselves about your company, but the “why,” as well. As we work together through a content-building workbook, you’ll learn a step-by-step process for finding and using the building blocks of storytelling content that rocks for *your *company or brand.

After this masterclass, you’ll be able to:

• Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
• Identify the five key elements of story structure and how to use them to title, structure, summarize, and write your content
• Develop storytelling outlines for content anywhere from 100 to 10,000+ words
• Explore and adopt the four Message Mindsets to add variety and interest to your content