Content Marketing Workshop

Altimeter Group offers Content Marketing workshops for Marketing & Communications professionals. The workshop is led by Altimeter Group Analyst Rebecca Lieb, who has published three reports on content marketing Content: The New Marketing Equation; The Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Mediaand Organizing for Content, as well as the book, Content Marketing. Rebecca has taught in the postgraduate digital media program at New York University. The workshop is hands-on, and students leave with an understanding of how an integrated Content Marketing approach can meet business objectives.

Learning Objectives

• Understand the difference between Content Marketing and Content Strategy.
• Map the five step path to content maturity.
• Understand techniques for content distribution and dissemination (e.g., syndication, promotion)
• Understand how to govern a holistic, enterprise-wide content strategy (e.g., with workflow, guidelines, documentation, training, etc.)
• Learn how to conduct an content audit, to assess strengths and recognize gaps that represent opportunity.
• Learn how to analyze an organization’s content needs and how listening and responding can help drive effective content strategy.
• Understand the implications of Paid, Owned and Earned media convergence.
• Learn how to measure content strategy results.

Confidentiality

Learning as a group increases when there is the ability to share. At the same time, because open workshops involve individuals from multiple organizations, confidentiality also needs to be respected. The workshops operate under the Chatham House Rule with the aim of providing anonymity to speakers and to encourage openness and the sharing of information. The Rule states: “When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed.” Therefore, participants are asked to think through in advance what aspects of their business strategy and tactics they are willing and able to share, keeping in mind that there may or may not be competitors in the room. In addition, the workshops will be a social media free zone. Participants are free to indicate via social channels that they are participating, but are not permitted to share workshop discussions.

Terms and Conditions

Before a program begins, Altimeter Academy incurs an administrative cost related to your registration. Therefore the following fees apply:

Transfers:Transfer requests must indicate the new date and/or new workshop the participant wishes to attend. 100% of the full tuition is non-refundable if:

• The participant does not attend another workshop within one year of the original program start date.
• The participant transfers more than two (2) times

Refunds:Any remaining balance of a cancelled program's payment can be applied to another Altimeter Academy workshop within one year of the original program date. After one year, the balance is non-refundable.

Invoicing

Please contact Julie Viola at 650-212-2282 or julie@altimetergroup.com with further questions or invoicing options.

Also available:

Social Business Analytics Workshop: September 12, 2013 1:00pm - 5:00pm

Altimeter offers an open enrollment half-day workshop on Social Business Analytics, designed for social strategists, marketers, and others whose roles require them to interpret and report on social data and social media metrics. The workshop will be led by Susan Etlinger, industry analyst and author of several influential research reports on social media measurement and strategy.

You can register for this workshop here:

http://altimeteracademysocialanalytics.eventbrite.com

Social Business Strategy Workshop, July 16, 2013 - 9:00am - 5:00pm

Altimeter Group offers Social Business Strategy workshops for social strategists. This is the same workshop that we offer to our clients within their organizations. The workshop is led by Ed Terpening, Senior Consultant from Altimeter Group. Ed was formerly the lead social business strategist at Wells Fargo and brings with him years of hands-on experience, having trained more than 200 professionals. The workshop is hands-on, and students leave with a pragmatic deliverables, including a draft vision, social business objectives and strategy initiatives for their business.

You can register for this workshop here:

http://altimeteracademystrategist.eventbrite.com