Content Marketing Excellence
Training with Allister Frost
Tuesday 6th June
09:00 to 16:00
The emergence of our empowered, informed, digitally-connected society has ushered in a new era where customers increasingly expect to be able to self-discover and self-serve the answers they need to make more informed purchase decisions. The advertising industry’s response has been the development of a new discipline we call “Content Marketing”, where brands create and publish materials both online and offline to allow prospective customers to quickly find whatever they need on their journey to purchase. But effective Content Marketing calls for much, much more than just producing loads of “marketing stuff”. It demands a diligent approach to strategic planning, absolute clarity on the audience’s true needs and preferences, and a structured methodology for content creation, distribution and management.
Agencies that understand and can efficiently serve this growing need are benefitting from fresh revenue streams by broadening their service offering to clients. They can shift their focus from primarily supporting the back-end production and distribution of content, to being involved from day one in the strategic planning, thinking and design of multichannel content marketing programmes.
This agency-exclusive workshop is delivered by Allister Frost, Microsoft’s former Head of Digital Marketing Strategy , and the founder of Wild Orange Media. Allister brings together his 25 years of marketing experience managing global B2C and B2B brands with his deep knowledge of the technology world, and now helps brand owners and agencies take full advantage of fresh commercial opportunities for growth.
In this one-day workshop, delivered around a 9-step structured framework for Content Marketing planning and strategy development, you’ll learn:
- How to make the business case for Content Marketing
- The role of great content in supporting every stage on the customer’s journey to purchase
- How to set intelligent goals and measurement frameworks for content marketing
- The value of developing detailed buyer personas and mapping out the experiences that matter most to them
- The rich diversity of topics for a content creation plan
- How to embed constant learning and improvement into your content marketing efforts
- How a structured, process-driven approach can lead to better outcomes for clients
Who should attend?
This workshop is suitable for all agency staff looking to develop a more rounded understanding of the Content Marketing discipline. It is especially useful for Account Managers and Directors seeking to deepen their relationship with clients and unlock fresh revenue opportunities. Planners and agency leaders will also benefit from exploring new strategic planning aspects to provide better solutions for client companies.
About the trainer
Allister Frost is the founder of Wild Orange Media where he helps businesses adapt to our rapidly-changing world. Voted UK Digital Marketing Personality of the Year, he is an expert in improving marketing results by leveraging emerging channels and technologies to inspire profitable customer actions. Since 2012, his energy has inspired hundreds of sector leading organisations including GE, Sony, Alcon, Pfizer, and Kia Motors.
Please note all bookings are non-refundable and member's prices apply to members of IAPI only.