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FACILITATED BY:
Jonathan Crossfield Storyteller, Writer & Content Marketing Consultant |
DATE
TBC 9:00am - 5:00pm |
VENUE
Karstens Sydney Level 1, 111 Harrington Street, Sydney NSW 2000 |
About this workshop
This one-day practical and interactive workshop will focus on how to create consistently high quality content capable of achieving business outcomes.
You will learn how to:
You will learn how to:
- Approach content like a publishing editor instead of as a marketer
- Plan more persuasive and effective content capable of achieving your strategic goals
- Develop more creative and unique content ideas
- Write briefs that ensure that what you imagined is what you get
- Convey information more effectively with storytelling techniques
- Use language, style and tone to carry the reader or viewer to the end
- Adapt ideas for different formats or channels
- Set up clear distribution workflows from publishing to social media
Who should attend?
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This intensive workshop has been specifically designed for directors, managers, specialists and advisers involved in: content creation/development, content writing, content strategy, content marketing, digital marketing, 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
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Workshop Agenda (9:00am - 5:00pm)
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Session 1: The Art of Persuasive Content
“I don’t know art but I know what I like”. This first session explores how the same brief, containing the same information, can often result in wildly different content with even more wildly different results. So why do we respond better to one piece of content more than another and can we use those differences to improve our own content? (Short answer: yes!)
Session 2: The 1st Part of Rhetoric – Invention
There are also five parts of rhetoric that can easily be adapted to create a logical creative process for the production of persuasive, engaging and memorable content. This session explores the first, and possibly the most important, part: Invention. How can you tap into your own creativity to come up with unique and unmissable content ideas?
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Session 3: The 2nd & 3rd Parts of Rhetoric – Arrangement & Style
A great idea isn’t enough. It needs to have supporting evidence and specific proof points, a structure and pace that keeps the audience engaged and a distinctive style that enables your content to stand out as unmistakably your own.
Session 4: The 4th & 5th Parts of Rhetoric – Production (Memory) & Delivery
From the brief, words or script to the final piece of content, this session explores how the choice of media and format can enhance or undermine a great content idea, as well as ensuring it reaches the right audience to achieve your ultimate business goals.
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**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