Jul 28 - Jul 28, 2022
This workshop is the second 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. This workshop is the second 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. Build your content marketing framework with best practices on buyer persona research, competitive content audits, mapping content to the buyers’ journey and using measurement to improve results. In this hands-on workshop, you learn how to make content marketing even more effective by addressing these four critical elements. Advance your content marketing to the next level, as you: - Develop buyer personas to gain insights into the how and why of buyers’ behavior. Identify the steps in the buyers’ journey, the information buyers seek, and the media preferences of prospects and buyers. Gain critical insights into buyers’ questions during carefully considered purchases and learn how to effectively address buying teams. - Learn to conduct a competitive content audit. Find out how well your content meets buyers’ needs during the buying journey. By performing a competitive content audit, you gain greater visibility into marketplace dynamics. An audit defines specific ways to outflank and outsmart your competitors. - Map content to the buyers’ journey. Be sure to offer all the content that buyers need to answer their critical questions at each step in the buying journey. Learn how the right content helps buyers advance smoothly through the sales process and helps them overcome obstacles and objections. - Continuously improve content through all-in analytics. Learn the process of how to improve content month after month with an all-in analytics review. Chart key metrics, develop and test hypotheses, and formulate experiments that enable you to better understand buyer behaviors and advance your content marketing results to the next level. Target Audience Marketing leaders, marketers, content creators and internal clients who have taken Content Marketing 101 and need a solid, strategic framework for content marketing.