Winning at content marketing – masterclass
Event on 2015-07-01 09:30:00
Content marketing: the only marketing that's left?A practical guide to building a Content Marketing Engine to create, engage and convert customers.
The recent rise of inbound marketing techniques has been the natural reaction to diminishing returns from traditional, outbound, broadcast-style marketing communication.
With customers no longer responding to poorly targeted, badly segmented, interruptive messaging it has been content marketing that has emerged as the most effective inbound way to engage customers, build trust and improve loyalty.Overview
Customers are taking ever great control of the buying process, wrestling it away from brands with their increasingly ineffective traditional marketing and selling approaches.
Content marketing is now the ‘go to’ strategy for marketers who are trying to cut through the noise and clutter of the market place and generate real engagement. But few people actually know what ‘content’ really is, let alone ‘content marketing’ and simply recycling sales materials and calling it ‘content’ is not the route to success.
As every marketer is being asked to make content key to their marketing strategies what are the key questions we should be asking of our content marketing strategies? Is content marketing really the ‘only marketing left’ as Seth Godin suggests?
In this day long interactive workshop we explore how to build a Content Marketing Engine to plan, create and manage content that engages customers and builds long term client retention and revenue opportunities.
Presented by Geraint Holliman, just in from his talks at Content Marketing World, Sydney and the B2B Marketing Summit London.What You’ll Learn
- How content marketing works
- The crucial relationship between inbound and outbound marketing
- How content can help build a trusted brand relationship
- How brand storytelling fits into content marketingHow to build an effective content marketing engine
- What approach to take in evaluating content marketing
About the Trainer
Geraint Holliman is a senior consultant and trainer at The Digiterati.
A Fellow of the Chartered Institute of Marketing, Geraint is a Chartered Marketer with extensive international experience. As well as client–side roles for Thorn-EMI, ASDA and Unisource he had a high calibre agency education with J Walter Thompson, Leo Burnett and Grey, followed by 14 years as an agency Managing Director. He is the author of one of the first ever academic papers published on Content Marketing: ‘B2B Digital Content Marketing: marketers’ perceptions of best practice’ (JRIM October 2014).
A regular blogger and speaker at industry events including Content Marketing World, Sydney and the B2B Marketing Summit London in 2015, Geraint has been researching, practising and training Content Marketing for some of the biggest technology and B2B brands around.
He has been a marketing trainer for over 15 years specialising in branding, strategy and content marketing and holds a Masters in Digital Marketing from Manchester Metropolitan University.
What people think of The Digiterati training
Click to read testimonials from people trained by The Digiterati in webinars and face-to-face training.
Other training from The Digiterati
See all our upcoming training: London, Manchester and Online on our website.FAQs
What are my transport/parking options getting to the event?
The venue is a short walk from Manchester's Oxford Road station and about 10 minutes walk from Piccadilly station. There are plenty of buses on Oxford Road.
There is also ample car parking (paid for car parks) nearby.
What can/can't I bring to the event?
You don't *need* anything but we'd suggest bringing a tablet or laptop in case you want to look things up during the day. A pen and paper is also handy as you'll likely want to take copious notes!
Where can I contact the organiser with any questions?
Please email us at email@example.com
Is my registration/ticket refundable or transferrable?
No. You can't transfer a ticket to a different event (although you can transfer your ticket to a friend or colleague) and there are no refunds.
Can I update my registration information?
Please email us at firstname.lastname@example.org to let us know if any details have changed.
Do I have to bring my printed ticket to the event?
No. We'll have a list of delegate names at the registration desk. Please ensure that we have the names and email addresses of all delegates in advance. Please email us at email@example.com
The name on the registration/ticket doesn't match the attendee. Is that okay?
Please ensure that we have the correct names and email addresses of all delegates. Please email us at firstname.lastname@example.org
What's included in the Content Marketing Toolkit?
Our resident magpie, Geraint, has pulled together a HUGE toolkit packed full of over 60 content marketing resources.
Lists of free tools to measure content effectiveness
Multiple examples of content examples and best practice ideas
Articles including HBR's "How to tell a great story", "Why your brain loves good storytelling", "Everyone's a publisher now – reusing content"
Sources for great content
Templates and editorial calendars
Ideas for content
Content marketing research, reports and metrics
at St John’s Church Hoxton
85 Pitfield Street
Hoxton, United Kingdom