Strategies to Maximize Your Content Marketing to Build Loyalty (401)

This workshop is the fourth workshop in the “Content Marketing Mastery Program,” a four-part virtual workshop series designed to give you a broad exposure to all facets and levels of Content Marketing. To achieve mastery in this topic we encourage you to register for all four workshops in the series, however you may register for any workshop that best fits your needs.

If you want to achieve mastery and attend the four-part series (CMS Mastery Program 101, 201, 301, and 401), you will receive a Certificate of Completion to display your expertise and accomplishment. Qualified participants must be present for the entire time for each workshop, attend all four workshops in sequential order (there are no substitutions of past or future workshops), and complete the survey program for each workshop.

This workshop is the fourth part of the ANA’s Content Marketing Mastery Program, a four-part series designed to give you broad exposure to all facets and levels of Content Marketing.

You’ve created your content marketing program – with a written mission, strategy, message, research, competitive awareness and metrics. You’ve measured and optimized existing content, built a content base and differentiated it from competitors. What do you need to do next?

Learn four ways to maximize your content marketing. In this hands-on workshop, you learn how to get the whole company to buy in to content, promote content to attract subscribers and customers, and convert content consumers into customers. Maximize your content marketing as you:

• Create content communities. To get the most out of your content marketing, secure buy-in from Sales, subject-matter experts (SMEs), product managers, research and development (R&D) and executives. Recruit employee ambassadors, who have 10 times more reach than your brand. Create velvet-rope communities for buyers.
• Promote content to build followers and subscribers. Create lead magnets and mega-content to pull in readers. Strategically choose how and when to gate or ungate content. Use organic, earned and paid media to extend distribution, maximize reach and capture more eyeballs with the valuable content you create. Stimulate user-generated content.
• Increase conversions: turn readers into subscribers into customers. Build a relationship that makes readers want to become subscribers and members of your community. Then develop a strategy designed to convert subscribers into customers.
• Prepare for the challenges ahead. The future of content marketing will see a seismic shift. Marketers must prepare for anticipated changes such as what to do when social media usage declines, how to start using artificial intelligence (AI) in content marketing, how to prepare for voice search, whether to acquire or create content, and what to do about content oversaturation.

Target Audience

Marketing leaders, marketers and content creators who have taken Content Marketing 101, 201 and 301, and are ready to maximize content for their brands and companies.