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.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. To Register or to learn more, visit the
event website on:
www.optimisedcontentmarketing.com

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