Session Details

eventJanuary 1

Building Blocks for Content That Rocks

As marketers, we've likely all been there: staring at the blinking cursor of a blank page, waiting for content inspiration to strike. You know content is critical when it comes to driving awareness, consideration, and qualified leads, but there always seem to be so many questions to answer first: What should you write about *this *time? Where should you start? How can you make sure it's consistent with your overall brand messaging? With your sales goals? How can you make sure it's *also* flexible enough to appeal to your varied audiences? If you're looking for answers to these questions, join this highly interactive full-day workshop to learn not just the "how" of creating, but the "why," as well. As we work together through a content-building workbook, you'll learn a step-by-step process for finding and using the building blocks of content that rocks for *your *company or brand (and filling any empty page!). We'll cover topics including:
  • SITUATION - How to define your primary audience and its mindset: what they want, value, and struggle with
  • SUBSTANCE - How to define the big idea of the content; how to identify your content's Red Thread® (the differentiating core message); how to determine the five key elements that serve as the minimum viable case for your idea
  • STRUCTURE - How to build a draft storyline for your content; how to anticipate and overcome objections; how to use structure to keep your audience interested and engaged
  • SUPPORT - How to make your content come alive; where and how should you use data, concepts, stories, and exercises
  • "STRETCHING" - How to adapt your core message for additional audiences and for various stages of the consumer journey; how to create a "message matrix" to brainstorm consistent, but compelling, content ideas
  • STYLE - How can you make this process, and your content, truly fit you? How can you make the most of your own individual style to engage and empower the audience?
After this workshop, you'll be able to:
  • Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
  • Identify the five key concepts that create a Red Thread® (your content's core message) and how to use them to title, structure, summarize, and write your content
  • Develop outlines for content anywhere from 100 to 10,000+ words
  • Explore and adopt the four Message Mindsets to add variety and interest to your content
  • Create a "swipe file" for endless inspiration
  • Apply a Message Matrix to help you adjust your message across audiences and applications, as well as to match the consumer journey
This session is for marketers and content creators:
  • Responsible for the day-to-day communication of company messages that convert current and potential clients and customers
  • Fluent in the company's overall brand, vision, values, and mission
  • Well-versed in the goals, challenges, and behaviors of current and ideal customers and clients