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

At the end of this masterclass, you’ll be able to:

• Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account.
• Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA.
• Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship.
• Demonstrate a working knowledge of Google Tag Manager.
• Develop meaningful and actionable reports for a variety of audiences from senior leadership to content marketers and media tacticians.
• Use Google Data Studio to automate your reporting process.
• Compare and contrast different attribution models.
• Utilize analytics documentation and other tools to improve measurement efficiency and advance your analytics program.

We’ll cover topics including:

• Influencer Audit: Learn how to quickly and quantifiably evaluate existing backlinks, web and press mentions, social mentions, and referral traffic for business value and growth opportunity.​
• Identify and Qualify: Learn to identify potential influencers for link building, social media, and news media and how to sort, qualify, and prioritize each for outreach.​
• Influencer Resources: Learn how and when to either pivot existing content and resources or create brand new resources for influencers across various disciplines. This section will include evaluating when to get involved in paid influencer engagements.​
• Outreach: Learn how to work with Email, Social and Paid Placements to develop and cultivate long term influencer/press relationships.​
• Tools: Learn more about the tools featured during this workshop and how to use them to get organized, streamline your influencer management processes, and boost results​
• Case Studies: See how best practices work in real marketing situations and gain insight on how to integrate with your business needs.​

At the end of this masterclass, you’ll be able to:

• Assess your current influencer programs and resulting traffic
• Determine current business value and growth from your influencer programs and set future goals
• Identify additional opportunities to build relationships with new sites and influencers in your industries
• Evaluate what content and resources you have or need to develop in order to support your programs
• Grow your long term press/influencer relationships
• Know when to get involved with paid influencer engagements​