Optimised Content Marketing Workshop


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The 1-day Optimised Content Marketing Workshop helps participants integrate Content+Search+Social to attract, engage and convert. Running in Sydney on the 20th of May 2014, this practical and interactive workshop has been specifically developed for digital and marketing teams.

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Optimised Content Marketing Workshop

  1. 1. OPTIMISED CONTENT MARKETING WORKSHOP www.optimisedcontentmarketing.com Integrating Content, Search and Social Media Marketing To attract, engage and convert Sydney, 20 May 2014
  2. 2. Learning Outcomes In this one-day practical and interactive workshop, you will learn how to: • Develop an integrated and holistic approach to content, search and social marketing • Build a keyword strategy and understand search and social algorithms • Implement and manage tactical content marketing campaign plans • Gain valuable insight from online, search and social media data to understand customer behaviour, enhance campaigns, and inspire new content initiatives • Test, measure and refine content marketing campaign performance
  3. 3. Who should attend? This intensive workshop has been specifically developed for directors, managers, specialists and advisers involved in: • Content strategy • Content development • Content marketing • Digital marketing • Social media marketing • Online marketing • Search (SEO / Paid Search) Marketing • Campaign planning and management • Content Optimisation
  4. 4. Session 1: Optimised Content Strategy 1. Content+Search+Social • Why you need an integrated and holistic approach • Aligning objectives for content, search and social media marketing 2. The customer journey • Understanding how content is consumed online and in social channels 3. Beyond measuring clicks & traffic results • Enhancing online engagement and build long-term relationships
  5. 5. Session 2: Research and Planning 1. Customer segmentation • Creating buyer personas and gaining critical insight into online behaviours 2. Keyword strategy • Understanding the impacts of the latest search algorithm updates on keyword research 3. The merging of search and social • How dates and age affect results • Understanding Facebook’s timeline algorithm (and the coming Twitter algorithm) 4. Mapping keywords to the Editorial plan • Learning keyword site maps, hierarchy and the editorial calendar
  6. 6. Session 3: Creation, Publishing and Promotion 1. Content in different formats for different digital channels 2. Content for SEO and social sharing • Structuring content to encourage sharing • Hashtags and how to use them across networks 3. Tactical campaign planning and implementation • Using the campaign content planner template 4. Tools & resources for content marketing 5. Customer Engagement online and in social channels
  7. 7. Session 4: Data & Analytics 1. Data from online, search and social media • Understanding different analytics tools and the common KPIs they use • How the data is gathered and analysed 2. Campaign performance measurement • Establishing key content metrics • Calculating ROI across all steps in a transaction 3. Valuable insight from your data • Using data to understand customer behaviour, content consumption and social sharing
  8. 8. Workshop Facilitator Jonathan Crossfield Storyteller, writer, content marketing consultant Jonathan Crossfield 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.
  9. 9. Workshop Venue Cliftons Sydney Level 13, 60 Margaret Street, Sydney t. +61 2 9250 0999 f. +61 2 9250 0998 www.cliftons.com/sydney Located in the heart of Sydney CBD, Cliftons Sydney creates an exceptional experience for event attendees with spacious break-out areas with city views, flexible room configurations and patented ergonomic furniture specifically designed for corporate learning environments.
  10. 10. Workshop Fee Standard Price: $ 995 +GST Early Registration Price: $ 795 +GST (when you register and pay by 11 April 2014) Your workshop ticket includes the 1-day workshop fee, presentation materials and handouts, plus all catering for the day (arrival tea & coffee, morning & afternoon tea, and lunch). This does NOT include travel and accommodation. Register now: www.optimisedcontentmarketing.com/May2014/register
  11. 11. To Register or to learn more, visit the event website on: www.optimisedcontentmarketing.com
  12. 12. Workshop Produced By Productive Synergy Pty Ltd Productive Synergy is a content strategy and website development company. Founded in 2009, we help companies develop online content that properly represents their business - content that tells their STORY, and creates a unique and engaging experience for their customers. www.productivesynergy.com.au