How to Run a Strategy-Focused Content Workshop


Content is the life power of selling right this moment. Every enterprise is an data enterprise first; its product comes second. In this age, content material is what allows entrepreneurs to construct, join, and work together with prospects at each touchpoint within the purchaser’s journey.

Newsletters, occasions, and programs are all nice sources that content material strategists, entrepreneurs, and consultants can leverage to advance the follow of content material advertising. But among the best methods to obtain the objectives of content material advertising – to attain, interact and convert new prospects to your corporation – is to doc your content material advertising technique with a hands-on, insightful content material advertising workshop.

A content material workshop will assist your organization make clear your advertising aims, lend a constant voice to your model, and enhance your buyer expertise, main to the expansion that your corporation seeks.

A #content material workshop can make clear aims, give constant voice, & enhance buyer exp., says @BrennerMichael. Click To Tweet

Here’s a step-by-step course of on how to conduct a content material advertising workshop that helps your group develop and stick to a long-term, ROI-oriented content material advertising technique whereas sustaining the required flexibility to change course in instances of disaster or alternative.

1. Plan forward

When you get affirmation that the workshop is a go, it solely means you could have buy-in from a small group of your leaders. That doesn’t essentially equate to buy-in from the remainder of the group. Make it clear to your foremost contact that you just want everybody who can be actively concerned within the creation and promotion of content material to attend the workshop. These roles embody:

  • The content material champion or evangelist who reminds the advertising division of the necessity for consistency in content material.
  • All crew members concerned in writing the content material and producing creatives similar to graphics and movies.
  • Everyone who’s going to promote and distribute the content material, together with the social media and outreach groups.

You additionally want to perceive the present standing of content material within the group. If potential, collect details about earlier content material advertising efforts and what campaigns are operating, and do a content material audit of firm assets.

Questions for contributors:

  • Who will handle the planning and technique?
  • What ability units associated to content material creation and advertising do our group and the person workers have?

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2. Clarify enterprise objectives

As you start the workshop, make it clear to the attendees how their efforts can be instrumental in serving to the corporate obtain its enterprise objectives, particularly income, gross sales, income, and model consciousness.

Make it clear how #content material will assist firm obtain its enterprise objectives, says @BrennerMichael. Click To Tweet

It’s straightforward for content material entrepreneurs to consider their objectives by way of internet visitors, leads, or engagement. However, it’s your job to dispel this notion and make clear the distinction between digital metrics and enterprise KPIs. Explain a lot about ideas like viewers concentrating on, buyer schooling, thought management, and buyer retention.

Remember: Clarifying enterprise aims shouldn’t be the identical as constructing a enterprise case for content material advertising. You already ought to have helped your level of contact within the group current a strong enterprise case to administration earlier than arranging the workshop. Your job right here is to assist the crew transfer past viewing content material advertising as a advertising and communication perform and combine it as a core enterprise technique.

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Questions for contributors:

  • Does everyone perceive how their position contributes to the underside line of the corporate?
  • Are they conscious of the fitting metrics that signify enterprise development?
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three. Outline finest practices that save the day, any day

With a lot data overload – i.e., content material about content material – it’d be a shock if any firm had a clear concept of how to develop and stick to a content material technique. Yes, you would possibly instinctively know what content material your viewers likes and how one can promote that new weblog submit you revealed, however in a crew everybody has completely different instincts.

And your prospects, as knowledge repeatedly proves, have minds of their very own.

Here are some finest practices, some minimal viable processes that you just want to get your group to implement for constant success in content material advertising:

  • Define and doc a content material advertising technique in addition to mission on which the technique is predicated. Every piece of content material you create ought to conform to the mission and the technique.
  • Use viewers insights and key phrase analysis to outline the signature subjects for content material creation. Outline how will probably be revealed in your weblog.
  • Make an editorial technique that goals to present related content material to numerous viewers segments as and after they want it.
  • Plan for distribution on each natural and paid platforms. You want to obtain the best combine, holding your objectives in thoughts.

Every piece of #content material you create ought to affirm to your mission & technique, says @BrennerMichael. Click To Tweet

Questions for contributors:

  • What is their present course of for producing and selling content material?
  • How did they go about figuring out their viewers?
  • Do they know the variations amongst earned media, paid media, and owned media?
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four. Map content material to the client’s journey

We’ve all seen these graphics exhibiting what codecs of content material to create to present to your prospects at completely different levels of the proverbial gross sales funnel – weblog posts for consciousness, webinars for consideration, case research for choice, and so forth. Your attendees most likely have a good concept of those content material codecs and kinds too.

But all that makes little sense in the event you don’t perceive shoppers’ conduct – their wants, their intent, and their context – while you’re presenting your content material to them. Make it clear how the group will:

  • Educate the viewers on numerous issues in your area of interest, assist them establish if they’ve a drawback, and outline it clearly within the consciousness.
  • Provide numerous options and options to readers’ issues within the consideration.
  • Get into every prospect’s vendor shortlist and finally induce the prospect to select your services or products throughout the choice.

In abstract, stress the significance of assembly the shopper’s intent on the proper time:

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Questions for contributors:

  • Do they know the stage/class into which every bit of content material they’ve falls?
  • Do they’ve the required expertise and assets to repurpose content material into the codecs acceptable for every stage?

It’s the job of the workshop chief to assist the group do a content material audit and create a fundamental content material journey map and finally information the crew on how to make it extra detailed and exact.

Remind them of the enterprise objectives at every stage ­– be it schooling, acquisition, activation, retention, or referral – and what they need the shopper to do after viewing your content material.

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5. Show them how (and why) to construct a group

Now that you just’ve taught them concerning the buyer journey and the way to match content material to the intent of the shopper, you want to assist them construct a prepared viewers who will proactively view the model’s content material (and have motive to interact with it).

Help them construct a prepared viewers for the model’s #content material, says @BrennerMichael. Click To Tweet

Emphasize to them that when there’s a fundamental caucus or client phase prepared and prepared to work together with the model, the content material is healthier obtained. Chances are, this group will assist unfold your messaging to extra folks, rising your viewers and enhancing model sentiment alongside the way in which. That’s why it’s vital to begin constructing your group as early as potential within the content material planning course of, even earlier than you create and promote your common content material.

Start out with serving to them make two vital choices on transferring forward with constructing a group for the model:

  • Where will the group discussion board be hosted? On the web site or on a social platform (like a Facebook group)?
  • Who will handle and average the group?

Questions for contributors:

  • What can be their major objectives for the group (similar to buyer schooling) and the way will they steer the dialog towards these objectives?
  • How will they construct a course of to solicit suggestions from prospects and act on it?
  • How can they regularly develop model advocacy by way of their group?
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6. Give them a blueprint for content material creation

Emphasize to the workshop attendees that to create content material for the sake of content material is an strategy doomed from the beginning. If they’ll’t create distinctive content material or content material with a distinctive perspective added to it, they’d higher not create any.

Creating #content material for the sake of content material is an strategy doomed from the beginning, says @BrennerMichael. Click To Tweet

Help them arrange a course of to produce artistic content material from begin to end:

  • Determine what the viewers desires and what pursuits it. Work with the search engine optimisation crew for key phrase analysis.
  • Identify the platforms on which will probably be revealed and use the suitable codecs and size.
  • Brainstorm concepts for content material and arrange an editorial calendar for the remainder of the 12 months or chosen length.
  • Differentiate content material for particular, time-limited campaigns or steady content material advertising.

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Questions for contributors:

  • How a lot area experience is out there in-house? Is it potential for the group to create authoritative posts that challenge the model as a thought chief within the ?
  • Do they’ve sufficient price range for content material automation or AI-driven content material creation?
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7. Chalk out a plan for distribution

Content advertising is branding and advertising rolled into one. Its largest benefit is a just about limitless array of platforms and channels for publication and promotion. In reality, this presents a drawback of loads, which you could have to clear up for the corporate. Help them determine which channels would give them the most important ROI on the content material in addition to maintain a vital mass of potential and current prospects engaged with the model.

#Contentmarketing is branding and advertising rolled into one, says @BrennerMichael. Click To Tweet

You may also help them:

  • Establish a content material distribution community consisting of their group platform, companions’ networks, their social channels, and different owned and earned media.
  • Build a presence on industry-specific boards or web sites.
  • Explore audio-visual content material distribution codecs like podcasts and webinars.
  • Set up a visitor running a blog marketing campaign to earn model credibility and thought management.
  • Work with influencers to advocate and promote their model in new channels and markets.
  • Promote their posts by way of PPC campaigns on Google search, Facebook, or related threads on platforms similar to Reddit and Quora.
  • Put in place an worker activation program, which is thought to enhance content material attain and engagement rather more than different strategies.

Questions for contributors:

  • On which channels is the advertising crew simplest at selling content material?
  • How energetic are firm workers on social media? Do they’ve freedom to converse their thoughts on firm or affairs?

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eight. Track the effectiveness of content material advertising

A complete content material workshop offers attendees hands-on publicity to numerous fashions, instruments, strategies, and templates that assist outline and measure the vital metrics that inform how nicely content material advertising is working for them.

It’s your obligation to arrange a foolproof measurement and monitoring system that clarifies whether or not content material advertising is working for them:

  • Make them conscious of content material metrics, similar to attain, impressions, engagement, half-life, conversion weight, and model sentiment.
  • Show how to affiliate these content material metrics with advertising metrics like internet visitors, electronic mail subscribers, social media followers, and enterprise metrics like leads, income, and CLTV.
  • Demonstrate using digital advertising and monitoring instruments and assist them choose a stack that most closely fits their wants. Create a easy dashboard for prime administration to monitor.

Questions for contributors:

  • How do they at present measure success (or lack of it) in content material advertising?
  • How will objectives and metrics change after they change their technique or techniques? How will they range from marketing campaign to marketing campaign?

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9. Teach them to fish

The proof of the pudding is in its consuming, they are saying. Similarly, the proof of a content material technique workshop lies in its implementation. The consequence of most content material workshops is negligible as a result of organizational curiosity (and precedence) in content material wanes with time.

The proof of a #contentstrategy workshop lies in its implementation, says @BrennerMichael. Click To Tweet

When you finish your workshop, it’s best to guarantee that the entire crew:

  • Is positive how the enterprise advantages from their position in content material advertising.
  • Knows how content material is vital for search engine optimisation success and visibility in Google.
  • Can type clear expectations and estimate outcomes from each content material marketing campaign.
  • Can work with workers throughout departments to create and share model content material.
  • Can use content material device suites to plan, create, distribute, and monitor content material.
  • Measures and tracks the ROI of content material advertising.

Don’t simply go away them at that. Create a pool of assets they’ll entry and research at their comfort and guarantee them that you just or your crew is out there to assist each time they’re caught or want to scale their content material advertising efforts. Needless to say, the actual work begins on the finish of your content material advertising workshop. Good luck.

If you’re a content material advertising chief, content material strategist, or have been requested to conduct a content material advertising workshop on your group, be part of Michael Brenner at Content Marketing World 2019 for a half-day workshop referred to as Content Marketing 101: Setting and Documenting Your Strategy and Building Your Team. Register right this moment. Use code CMIBLOG100 to save $100 on basic convention registration.

Cover picture by Joseph Kalinowski/Content Marketing Institute




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