Content Marketing Retreat: How to Use Content for Marketing Success

Content Marketing Retreat:

How to Use Content for Marketing Success

During this 2-day retreat, leading Content Marketing consultants and strategists will provide participants with the specific tools, techniques and tactics that agencies, businesses, non-profits and government agencies need in order to "think and act like a publisher" to achieve Content Marketing success.

Quick Links
What is Content Marketing?
Retreat Synopsis
Who Should Attend & Why
Day I Presentations - Description
Day 2 Breakout Sessions - Description
Presenter Profiles
Schedule & Costs
Lodging Information
About Langley Center for New Media

What is Content Marketing

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.

This means that brands are now publishers – they are media companies – producing their own valuable communication leveraging magazines, newsletters, social media and blogs, videos, research and more. We are right now seeing an evolution of marketing and PR communications functioning as publishing operations.

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Retreat Synopsis

Marketers are recognizing that marketing is content, and content is marketing. To leverage content to achieve marketing objectives, marketers are increasingly being told they have to "think and act like publishers." The purpose of the bootcamp is to:

• Train marketers what it takes to think and act like a publisher
• Demonstrate how to establish content objectives
• Demonstrate the process of content strategy development
• Explore the options in creating and acquiring content
• Teach the fundamentals of effective "brand" storytelling
• Connect social media tactics with content strategy
• Lift the veil of mystery about measurement and analytics

The Content Marketing Retreat's presenters are leading evangelists in what is rapidly becoming recognized as one of the most important developments in contemporary marketing communications.

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Who Should Attend, and Why

Anyone who has a need to communicate to the public on behalf of small or large B2B or B2C corporations, non-profit organizations, or government agencies, will benefit from the strategies and tactics that will be presented at the bootcamp. If you hold the following job or business titles, this 2-Day Bootcamp is for you:

• Chief Marketing Officer
• Director or VP, Marketing
• Director or VP, Sales
• Ad Agency - Creative Director
• Ad Agency - Account Representative
• PR Agency - Account Representative
• Corporate Social Responsibility Executive
• Entrepreneur
• Development Officer
• Content Creator (Writer, Editor, Photographer, Videographer, Animator, Etc.)

The information provided will serve the needs of both those who are building internal content creation and content curation capabilities, as well as those looking to secure those services from external organizations.

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Day 1 Presentations: Topics To Be Covered

The Day 1 Presentations are delivered as dynamic, 15 minute presentations focused on specifics areas of Content Marketing. The Day 1 Presentations will cover Content Marketing from the conceptual to the practical. From the first presenter to the last, audience members will take a journey that begins with understanding what it is that makes Content Marketing unique and relevant, to practical “how to” presentations covering the creation of content, to effective storytelling, to how to measure results and more. The primary topics that will be covered by the Day 1 Presentations, and the questions that will be answered for each topic, include the following:

Why the need for Content Marketing?

• What’s the problem in the market today that makes Content Marketing relevant?
• How does Content Marketing drive business?
• What is the role of storytelling in marketing and public relations?
• What are the unique opportunities gained through Content Marketing?
• What does it mean “to think and act like a publisher?”

What Is Content Strategy?

• Why should you create a content strategy?
• What is the function and role of content strategy in content marketing?
• How do you create a content strategy?
• Should you ever skip creating a content strategy?

What is Content?

• What are the most effective content types for Content Marketing?
• How do you qualify "good" content versus "not good" content
• What is “custom” content? And who creates it?
• What is “curated” content? And where do you find it?

How do you develop budgets for Content Marketing?

• What is Content worth, short term and long term?
• How do content budgets compare to traditional advertising and PR budgets

What's the Role of Storytelling in Content Marketing?

• What makes storytelling effective in Content Marketing?
• What are the types of storytelling that work for Content Marketing?
• What's video's role in storytelling?

How do you measure engagement and ROI in Content Marketing?

• What do you measure?
• How do you measure?
• How do you analyze the data?
• What actionable insights do you gain?

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Day 2 Breakout Sessions

There are 4 Breakout Sessions during the morning of Day 2. Each Breakout Session is one hour long, with a half-hour between each. Attendees will be able to sit in on 3 out of the 4 Breakout Sessions that are offered.

Breakout Session 1: Anatomy of Content Strategy
Presented by Russell Sparkman
During this one-hour breakout session, Russell Sparkman will provide in-depth instruction into how to develop an actionable content strategy for Content Marketing initiatives. Attendees will learn how the process of determining desired outcomes, target audiences and target audience needs, combined with keyword research, provides valuable insight into how a marketer develops an editorial calendar. The breakout session will use the businesses of one or two participants as a case study.

Breakout Session 2: Essentials of Video Storytelling
Presented by Jack Penland
During this one-hour breakout session, Jack Penland will share his insight into what makes good short form video storytelling based on two decades of experience producing broadcast news stories.

Breakout Session 3: Storytelling Methodology
Presented by Terri Nopp
Terri will lead a breakout session in which she teaches how to identify brand messages and shape them into meaningful brand stories through proven storytelling techniques. Her breakout session will touch upon how to choose which format is best to use for which part of the brand story.

Breakout Session 4: Lifting the Veil on Analytics
Presented by Matt Heinz
Once you've used content to build and nurture relationships with clients, customers and constituents, how to measure what these relationships mean, in terms of conversion. Matt will lift the veil of mystery behind some of the tools and process used to measure the Return On Engagement, as well as the ROI, of content driven initiatives.

Presenter Profiles

View speaker bios and profiles, here

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Schedule & Program Costs

Day 1 Registration Fee, Early Bird: $200
Day 2, Registration Fee, Early Bird: $100

Day 1 Registration Fee, After January 8: $275
Day 2 Registration Fee, After January 8: $150

January 13, 2011 8 - 9 AM: Check In
9 - 4 PM: Presentations (Lunch Included)

January 13, 2011 5 - 7, Reception, Firehouse Glassworks and Gallery (TICKETS: $30)
A drink and cheese reception in a glassworks, with live glass blowing demonstrations.
Live music by Deja Blooze Trio

January 14, 2011 9 AM - 12:30 PM Breakout Sessions

About Langley Center for New Media
The Langley Center for New Media offers a year-around schedule of workshops and events in Marketing/PR, Journalism, Education, Games & Entertainment and Technology, as well as the Langley Center Coworking facility for shared office space.