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. 

Trainers
Select
Pay
Assign
Members
Am I a member?
Members
Am I a member?
Standard Price
€270.00
€350.00
   
Please note prices are exclusive of VAT and all bookings are non-refundable.
You are purchasing 0 ticket(s) for EUR€0.00 (incl VAT at 23%)
 
Your Email:
A receipt will be sent to this address
Your Mobile:
Optional - we’ll send a reminder before the event
Are you an IAPI Member?
Company Name
If not an IAPI member.
Your Job Title
Optional
Name on Card:
Card Number:
 
 
Expiry:
CVV:
 
Please note all bookings are non-refundable.
Your order may take a minute to process so please wait for it to finish.
Now assign your ticket holders. Please ensure the full names are correct.
Thanks!

A receipt has been emailed to the billing email provided.

Add to Calendar 2017-06-06 09:00:00 2017-06-06 16:00:00 Europe/Dublin Content Marketing Excellence Training with Allister Frost 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. IAPI, 12 Clanwilliam Square, Grand Canal Quay, Dublin 2 IAPI info@iapi.com

Close
Join Waiting List
 
Full name
Your Email:
Your Mobile:
Optional
Are you an IAPI Member?
Company Name
If not an IAPI member.
Your Job Title
Optional
 
Your form may take a minute to process so please wait for it to finish.
Thanks!

You have been added to the waiting list for this event.
If a space frees up we will contact you.

Add to Calendar 2017-06-06 09:00:00 2017-06-06 16:00:00 Europe/Dublin Content Marketing Excellence Training with Allister Frost 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. IAPI, 12 Clanwilliam Square, Grand Canal Quay, Dublin 2 IAPI info@iapi.com

Close