Return on Audience: Rebooting Content Marketing and Building a Scalable, Measurable Strategy

Robert Rose will be teaching a workshop on developing Content Creation Management as a core skill within your business.

We are moving into a new era of marketing – one where marketing’s role has expanded. Yes, again. Strategist, technologist, storyteller and creator of value; this is the marketing department of the next decade. Successful companies aren’t changing content to fit marketing’s purpose – they are actually changing marketing to fit a strategic content purpose. In short: we are building content as a product – as an experience – not as a campaign.

While there are no templates in this new world, there are frameworks we can use to create our new process and be successful with it. In this workshop, we’ll look at the specifics of the Content Creation Management framework and how it contributes to this very important process in the business:

  • How to evolve existing content and marketing practices into a team and structure that works for your business
  • How to look at the development of content-driven experiences as a product development model – rather than a campaign-centric mindset
  • Getting beyond the “internal agency” model and into a strategic content creation engine across different content types
  • Moving beyond silos and how to prioritize against brand, product groups, globalization and other hurdles
  • Some of the tools that can help to facilitate this new process
  • Creating a measurement strategy for this new process that provides multiple lines of value to the business

Location: Room 5 Date: September 5, 2017 Time: 1:00 pm - 4:00 pm Robert Rose