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FACILITATED BY:
Jonathan Crossfield Storyteller, Writer & Content Marketing Consultant |
DATE
November 2019 (TBC) 9:00am - 5:00pm |
VENUE
Karstens Sydney Level 1, 111 Harrington Street, Sydney NSW 2000 |
“A really engaging, interactive and useful session. I have improvements and strategies that I can implement straight away." - Seamus Bromley, Senior Communications Advisor – Department of Industry, Innovation and Science
About this workshop
This one-day practical and interactive workshop will focus on developing and documenting a content strategy with defined business outcomes, and ensure you have the foundations in place to create consistently great content.
You will learn how to:
You will learn how to:
- Define strategic content goals and create buyer personas
- Explore the customer journey and develop content for every step of that journey
- Streamline the process of planning, creation, publishing and governance of digital content
- Create your content marketing Mission Statement
- Work with editorial calendars to deliver consistently relevant and compelling content
- Achieve stakeholder and management support for the ongoing strategy
- Establish clear and measurable KPIs tied to business outcomes
Who should attend?
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This intensive workshop has been specifically designed for directors, managers, specialists and advisers involved in: content strategy, content marketing, digital marketing, content development, social media marketing, online marketing, website development, digital communications, marketing communications and user experience.
Previous workshops have been attended by companies like CommSec, OzForex, RMIT University, Media Access Australia, ME Bank, Commonwealth Bank of Australia, GE Healthcare, NRMA Motoring & Services, Colonial First State, Westpac, Virgin Australia, Suncorp, Gareth Morgan Investments, Macquarie University, Telstra Media, Merrylands RSL Club, and Bureau of Meteorology.
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Watch the trailer by Jonathan Crossfield
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"It was a really enjoyable and beneficial course. I really liked that this course had a certain level of 'assumed knowledge'." - Liz Niland, Online Content Strategist – NIB Health Funds
Workshop Agenda (9:00am - 5:00pm)
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Session 1: Understanding content Strategy
With reference to successful content strategies of the past, this session will explore the key elements of a documented content strategy. Before you even begin to develop content ideas, you need a clear understanding of what it needs to achieve as well as what matters to your ideal audience. - Why is a documented strategy important? (Current trends) - Understanding strategic goals and tactics - Customer profiles/personae and the customer ‘story’ Session 2: Identifying Strategic Goals
Very rarely will a single piece of content be enough. This session explores the customer journey and how different types of content should be created for every step of that journey with different goals and outcomes along the way. - Understanding the customer journey from awareness to sale - The three stages of a content strategy mapped to the customer journey - Analysing business conversions and outcomes |
Session 3: The Discovery Phase
What will be the central premise or topic of your content? What formats and channels have worked well or failed in the past? How do you turn vague ideas into an actionable and ongoing calendar of content activity? - Customer insights for data-led content: What questions/barriers does your content need to answer? - The content and channel audits: Learning from the past - Content mapping: Identifying areas where content is needed - Working with an editorial calendar Session 4: Workflows and Governance
This session explores the practicalities of turning your strategy into an ongoing and accountable business activity, capable of delivering consistently effective content. - Achieving stakeholder/boss support for the ongoing strategy - Setting clear and measurable targets/KPIs tied to business outcomes - Ensuring clear workflows capable of consistently delivering content all year round - Content planning, briefing and approvals workflows |
**All catering for the day is included: arrival tea & coffee, morning & afternoon tea and lunch.
About Your Workshop Facilitator
Jonathan Crossfield
Storyteller, writer, content marketing consultant
Jonathan calls himself a storyteller, because that’s easier than listing writer, digital marketer, journalist, copywriter, social media consultant, workshop trainer, event speaker and opinionated blogger.
Jonathan has won awards for magazine articles and blog posts on digital marketing. Currently, he writes a regular, outspoken column on social media for Chief Content Officer magazine, published by the Content Marketing Institute.
Past and current employers, clients and projects include Netregistry, Ninefold/Macquarie Telecom, Macquarie Bank, Reddo Media, Amway, Telstra Smarter Business/Bauer Media Group, Robert Half and American Express. He also fits in copywriting and content duties for Sliced Marketing and King Content while running occasional workshops and training sessions for various partners.
Despite spending every waking moment staring at a blinking cursor on a screen, Jonathan still finds time to occasionally squeeze out a few pages of his first novel and serve on the organising committee for the Doctor Who Club of Australia. He lives in the Blue Mountains near Sydney, Australia with a patient wife and two impatient cats.
Storyteller, writer, content marketing consultant
Jonathan calls himself a storyteller, because that’s easier than listing writer, digital marketer, journalist, copywriter, social media consultant, workshop trainer, event speaker and opinionated blogger.
Jonathan has won awards for magazine articles and blog posts on digital marketing. Currently, he writes a regular, outspoken column on social media for Chief Content Officer magazine, published by the Content Marketing Institute.
Past and current employers, clients and projects include Netregistry, Ninefold/Macquarie Telecom, Macquarie Bank, Reddo Media, Amway, Telstra Smarter Business/Bauer Media Group, Robert Half and American Express. He also fits in copywriting and content duties for Sliced Marketing and King Content while running occasional workshops and training sessions for various partners.
Despite spending every waking moment staring at a blinking cursor on a screen, Jonathan still finds time to occasionally squeeze out a few pages of his first novel and serve on the organising committee for the Doctor Who Club of Australia. He lives in the Blue Mountains near Sydney, Australia with a patient wife and two impatient cats.
“Jonathan is one of those rare thinkers that really get what is going on with the changes in marketing,
and specifically, content marketing." - Joe Pulizzi, Founder - Content Marketing Institute