Why You Need a Content Marketing Workshop

Michael Brenner on Mar 26, 2019 in Content Marketing

“Why do I need a content marketing workshop?” you may ask. After all, you have a Facebook page, a website, and even a blog where you occasionally post information about your business and what it sells. But a content marketing workshop can take you beyond the occasional blog post and Facebook page into a coherent marketing strategy that can propel your business farther for less cost than you ever dreamed possible.

Customers expect authoritative content from the brands they do business with. That makes content marketing the one factor your company needs to prioritize in its marketing campaigns.

You may not think that everyone on your team needs to be up to speed on your brand’s content marketing strategy. Why involve engineers, physicians, janitors, or administrative assistants if they’re not on your marketing team? Wouldn’t it be better just to have the marketing team meet with the content marketing agency?

The answer, in a nutshell, is a firm “no.” Here’s why:

Let’s say you’re the marketing manager at a pediatric practice. You want to drive interest with authoritative content that appeals to your target market—parents.

If your physicians don’t realize the importance of sharing their expertise with patients and prospective patients through informative content, they’ll not be as likely to come up with ideas for blog posts and other content. In fact, your busy docs may brush you off with a paraphrase of Dr. McCoy’s famous Star Trek line, “I’m a doctor, not a copywriter.”

But all the team has something to bring to the table when it comes to content. Even if it’s just to share your content on social media.

That’s why you need to involve your whole team in content marketing. Everyone—from the CEO to the janitor—needs to be on board with your marketing strategy. Even the doctor.

Let’s go back to our medical practice example. If your janitor, for instance, doesn’t know you’re on the hunt for blog post ideas, she won’t bring up her idea for a post on the best way to clean up after a sick child to prevent the illness spreading. The administrative assistant won’t mention that the new nurse’s superb speaking voice makes him perfect for a podcast on child care.

You get the picture. To maximize your ROI on your marketing investment, content marketing must be an all-hands-on-deck affair.

With a content marketing workshop, you will light the creative fires within every employee in the workplace. They’ll walk away from it with a passion to suggest—and help produce—superb content that will build trust in your brand, position you as an authority in your field, and generate more leads.

Workshops Teach Your Team the Importance of Content Marketing

Sometimes it takes an outside expert to make the light go on inside your team’s heads. With a nationally recognized marketing expert leading the way, your team will be more likely to follow.

When you delegate content marketing education to an experienced workshop leader, you’ll not only expose your team to cutting-edge strategies, but you’ll have the benefit of a superb motivational speaker as well.

Your team will get a fresh perspective on why content marketing is the engine that drives your business—and their own bottom line. They’ll learn how to lend their talents to topic creation, content production, and spreading the word to their own networks.

A Content Marketing Workshop Loosens the Budget Reins

Many marketing managers we talk to want to implement a comprehensive content marketing strategy but can’t get the company bean counters to come aboard. With a content marketing workshop, you’ll learn how to provide proof of content marketing’s huge ROI—and get the cash flowing your way.

In a workshop, you’ll learn how to build a business case–a well-reasoned written proof of content marketing’s potential value for your business. You’ll learn how to define your marketing challenges, analyze them in language that the accounting department can understand, provide a cost and benefit analysis of content marketing as a solution to these challenges, provide a recommendation, and propose your plan.

Learn How to Find, Hook, and Convert Browsers into Buyers

One of content marketing’s biggest advantages is its ability to reach potential and current customers at every stage of the buying process. Today’s content marketing techniques can even target likely customers by their online behavior and feed them the exact content they need with perfect timing, according to British neuroscientist Erman Misirlisoy.

In fact, Misirlisoy points out, when researchers created two versions of a product ad—one aimed at introverts, the other at extroverts–they discovered that when users saw ads that matched their level of extraversion or introversion, they were 50% more likely to purchase the advertised product.

Powerful stuff, when done correctly. A content marketing workshop will show you how.

To do that kind of marketing, though, you’ll need to identify your target customers. At a workshop, you’ll learn various techniques for finding out who are the people most likely to buy your products.

These techniques might include:

  • Surveys
  • Demographic analyses of online traffic
  • Social media likes
  • Online behavior
  • Customer personas

At a content marketing workshop, you’ll learn about how to use SEO to your advantage with keywords tailored not just to your business, but to what your customers are looking for. A customer-centric approach is key to content marketing success—and you’ll learn how to implement it at your business in a workshop.

Discover the Key Factors in Marketing Success

In a content marketing workshop, you’ll learn all the factors that will bring on success, starting at the very foundation—a well-formulated strategy and mission statement. This solid foundation will ground and guide every piece of content you put out.

This documentation should state for whom you are targeting your content. For example—going back to our pediatrician’s office—the target audience would be parents. You might even narrow down your audience further to single out parents of children under 14 since many older teens don’t feel comfortable in waiting rooms decorated with clowns, zoo animals, and balloons.

The narrower your focus, the wider your reach—among those likely to use your services and buy your products. This focus also helps you sift out content that doesn’t fit the mission and identify content they’ll want to read.

Along with stating the type of content your audience wants to find on your website and other channels, you need to point out the benefits they will receive from the content. This allows you to filter out any content that provides little benefit and prioritize the content that does.

Create your Roadmap to Content Marketing Success

To draw a roadmap, you first need to know your destination. Your roadmap to content marketing success should be no different.

Once you define what success looks like, then you can figure out how to get there. Your picture of success should be full of details—leaving nothing to chance. Sketch it out on paper, along with the kinds of content you plan to offer and how you plan to provide it.

Image courtesy of Michael Brenner

Your roadmap should include the metrics by which you will measure success. Are you aiming for

  • More leads?
  • More conversions?
  • Brand awareness?
  • A better ROI?

Write them all down. Get specific. Include percentages and numbers where you can.

Next, plan what types of content marketing analytics you will use to measure growth in your key metrics, as well as your ROI.

Will you use

  • Google Analytics?
  • Facebook Insights?
  • Pinterest Analytics?
  • Twitter Analytics?
  • LexisNexis Social Analytics?

A content marketing workshop can help you choose which types of analytics will best benefit your business. As you put your plan into action, you’ll need to refine it continually as the numbers roll in.

At a content marketing workshop, you’ll learn the nuts and bolts of how to create this roadmap. Workshop leaders will explain all the technical details in easy-to-understand language. You’ll have the opportunity to ask questions—and you’ll receive step-by-step instructions to create and refine your roadmap.

You have a wealth of knowledge in your field. You don’t need a degree in marketing to leverage content marketing to attract the right customers to your business—when you get your whole team in on your content marketing strategy.

That’s the beauty of content marketing. It uses your innate knowledge of what you do to showcase your business. A content marketing workshop will help you funnel that knowledge into a roadmap that will help you build your business and increase your revenue.

Learn How to Measure Content Marketing Metrics

When you hold a content marketing workshop, you’ll learn how to measure how well your content performs. Once you learn the practical aspects of measurement, you and your team can tweak your content to perform even better as you grow your strategy.

At the Marketing Insider Group, we tailor each of our content marketing workshops for your business. We realize how important it is to get everyone on the team on board with your marketing plan—and we help you make it happen.

Tools, templates, and strategies that work in the real world—all yours when you host one of our workshops. Even more importantly, though, you’ll get a content marketing strategy that you can understand and implement easily.

Discover a new, successful way to do content marketing. Host a Marketing Insider Group content marketing workshop at your business soon.

Michael Brenner
Michael Brenner
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.