Content Rules

Content Rules: Developing a Content Strategy to Grow Your Audience

Get on the path to content marketing success with our Content Rules workshop. We'll cover the many ways to make content magic through industry best practices and show you how (and where) to find inspiration as well as how to reach the ideal audience(s) with whom you want to develop a lasting relationship.

Your facilitator will guide you through many group exercises focusing on critical elements in developing award-winning content, exploring various content formats and platforms, and creating relevant personas and messaging to drive conversions. You'll walk away with a toolbox full of tactics that you can begin using immediately.

MarketingProfs Workshops are intensive programs designed to comprehensively cover marketing topics from foundational core concepts to post-training knowledge reinforcement. Your marketers will be guided through each topic, with assessments to test their grasp of core learning objectives.

WHO SHOULD ATTEND

  • B2B and B2C marketers tasked with content creation or distribution as part of their day-to-day responsibilities
  • Those using content marketing to acquire qualified prospects and move them along the sales funnel
  • Anyone who learns by doing or could benefit from peer-to-peer interaction and individual instruction
  • Marketers striving to form deeper connections with their audience
  • Those seeking a creative and collaborative marketing experience

WHY YOU SHOULD ATTEND

  • You want to increase the frequency with which your content is found, accessed, and shared
  • You're seeking to establish or augment a content marketing program within your organization
  • You want to improve your content marketing programs and capabilities and establish best practices
  • You want to create content that resonates with your audience
Everybody Writes

Everybody Writes: Writing for Marketers

This workshop will focus on audience-centric writing and the fundamental shifts in thinking that require marketers to inspire, educate, and help rather than talk up benefits and features. Learners will receive hands-on training in creating different types of content for their ongoing marketing initiatives, so bring some current writing projects with you to the workshop.

The session will demonstrate various ways to collaborate on content creation, and you'll have the opportunity to give each other feedback on voice, tone, and medium. You'll not only learn to develop long- and medium-form content, but you'll examine how these different types of written content align with various stages of the buyer's journey.

MarketingProfs Workshops are intensive programs designed to comprehensively cover marketing topics from foundational core concepts to post-training knowledge reinforcement. Your marketers will be guided through each topic, with assessments to test their grasp of core learning objectives.

WHO SHOULD ATTEND

  • Marketers tasked with writing as part of their day-to-day responsibilities
  • Anyone seeking a creative and collaborative writing experience
  • Those interested in focusing their writing efforts to create more effective content
  • Marketers looking to write audience-centric content that helps, educates, and inspires, rather than hypes product benefits and features
  • Anyone who learns by doing or benefits from peer-to-peer interaction

WHY YOU SHOULD ATTEND

  • You'll write during the workshop, and will have the opportunity to refine pieces you're currently working on in light of the key principles covered
  • You're looking for a proven process, the MarketingProfs approach to writing
  • You're interested in networking with like-minded marketers facing the same challenges and struggles
Storytelling

Storytelling: Using the Power of Story to Drive Action

In this workshop, we'll explore multiple storytelling techniques, including ancient techniques developed by Native American storytellers: The Narrative Wheel and The Monomyth. We'll demonstrate how the tribal storytelling secret of Myth, History, and Memoir make the perfect mnemonic device to help you craft a compelling answer to the hard question: Who are you and what do you do?

We'll explore (in This American Life-fashion) how to brush off those stale mission and vision statements and learn how to rewind the myths, retell the history, and fore(sell)tell the future by creating customer-centric stories that cut through the noise and allow the customer to speak for themselves. Banish features/benefits selling forever and learn the simple tactics of spellbinding, audience-centric storytelling.

MarketingProfs Workshops are intensive programs designed to comprehensively cover marketing topics from foundational core concepts to post-training knowledge reinforcement. Your marketers will be guided through each topic, with assessments to test their grasp of core learning objectives.

WHO SHOULD ATTEND

  • Marketers using (or who want to use) storytelling to move prospects along the sales funnel
  • Anyone who learns by doing or could benefit from face-to-face instruction
  • Marketers tasked with content creation, amplifying a brand's voice, or developing a company narrative
  • Anyone seeking a creative and collaborative marketing experience based around the power of the story

WHY YOU SHOULD ATTEND

  • You want to establish or enhance storytelling efforts within your organization
  • You're tired of pushing "me, me, me" content and want to create a truly customer-centric story
  • You're eager to learn powerful new storytelling techniques and see how real established businesses have put those into play
Brand Admiration

Brand Admiration: Becoming a Valued Brand

Brand admiration is the most desired form of the customer-brand relationship for marketers. Customers want to buy and use admired brands because admired brands provide benefits that contribute to customers' happiness. Companies want customers to admire their brands because admired brands make the company profitable and provide opportunities for future growth. Enter our Brand Admiration training workshop. Get ready to discuss how brand admiration can be built, and sustained, making your brand admired for years to come.

In this hands-on workshop, we'll explore your company's brands to determine if they are top of mind and connected to your customers' needs, values, and goals. We'll determine if your brand benefits drive loyalty and advocacy behaviors, which are essential to building and sustaining long-term brand relationships. Using case studies from the world's most admired brands, we'll explore how marketers can create benefits that enable customers (building trust), entice customers (building love), and enrich customers (building brand respect), so you can begin to enhance your brand benefits. We'll give you tools to assess your customers' perception of the benefits your brand offers compared with those of your competitors. We'll also walk you through a set of strategies that you can use to strengthen customers' admiration of one of your current brands.

MarketingProfs Workshops are intensive programs designed to comprehensively cover marketing topics from foundational core concepts to post-training knowledge reinforcement. Your marketers will be guided through each topic, with assessments to test their grasp of core learning objectives.

WHO SHOULD ATTEND

  • B2B and B2C marketers who want to cultivate brand admiration in order to grow their company
  • Those seeking to assess the strength of customers' current admiration of their brand
  • Anyone who learns by doing or could benefit from peer-to-peer interaction and individual instruction
  • Marketers striving to build trust, love, and brand respect to enhance brand benefits
  • Those seeking a collaborative environment in which to learn how brand admiration can be built and sustained

WHY YOU SHOULD ATTEND

  • You want to assess the strength of customers' admiration of your brand
  • You seek to determine if your brand benefits drive loyalty and advocacy behaviors
  • You need to evaluate the emotional benefits (those that enable, entice, and enrich customers) your brand offers its customers
  • You want to determine if your brand is communicating feelings of trust, love, and esteem
  • You desire to learn how to use the Customer Brand Choice Model to analyze customers' perception of the benefits your brand provides
  • You want to Use the Customer Brand Choice Model to gain insight into how you can enhance brand admiration
Finders Keepers

Finders Keepers: The Art and Science of Lead Nurturing

In this workshop, you'll learn the difference between a lead nurturing and general marketing campaign. We'll review specific programs geared towards prospects and customers, the ten steps to create a lead nurturing program, and the different types of tests you can apply to measure your campaigns' effectiveness.

Your facilitator will guide you through many group exercises focusing on critical elements in developing a nurturing program, from creating a buyer's persona, to building specific messages for that persona, to documenting your content library. You'll walk away with a toolbox full of tactics that you can immediately apply back in the office.

MarketingProfs Workshops are intensive programs designed to comprehensively cover marketing topics from foundational core concepts to post-training knowledge reinforcement. Your marketers will be guided through each topic, with assessments to test their grasp of core learning objectives.

WHO SHOULD ATTEND

  • Marketers using lead nurturing to move prospects along the sales funnel
  • Anyone who learns by doing or could benefit from face-to-face instruction
  • Marketers tasked with managing lead relationships as part of their day-to-day responsibilities
  • Anyone seeking a creative and collaborative marketing experience
  • NOTE: You must have an email service provider (ESP) in place and currently be sending out emails to prospects and customers. Access to database/CRM and web analytics platform is recommended

WHY YOU SHOULD ATTEND

  • You want to establish or enhance a lead nurturing program within your organization
  • You want to improve your lead nurturing programs and capabilities and establish best practices
  • You want to make the most out of your database and CRM system by leveraging their capabilities for both short- and long-term nurturing of leads
Strategic Marketing and Planning

Strategic Marketing and Planning: Finding a Sustainable, Differential Advantage

The purpose of this interactive workshop is to derive a sustainable, differential advantage over the competition. It starts by identifying the benefits that make up your market, putting together a perceptual map that describes how the market perceives your company and your competitors. We then segment the market based on customer needs.

The next step is going through a 5-step competitive analysis to see if which segments are most defensible and how the market is likely to evolve over time. Then we do a company analysis using the same technique.

Based on all of this information, the workshop focuses on one or two defensible segments and constructs positioning statement for each segment. The workshop concludes with outlining the marketing plan to fulfill the positioning statements.

Finally, this workshop also considers the cases where you are competing against the status quo.

MarketingProfs Workshops are intensive programs designed to comprehensively cover marketing topics from foundational core concepts to post-training knowledge reinforcement. Your marketers will be guided through each topic, with assessments to test their grasp of core learning objectives.

WHO SHOULD ATTEND

  • Marketing professionals interested in a comprehensive understanding of segmentation, perceptual maps, and positioning
  • Anyone who learns by doing or could benefit from face-to-face instruction
  • Marketers wanting a value-focused approach when communicating to customers
  • Communicators who want to better explain to customers how their product or service helps solve problems

WHY YOU SHOULD ATTEND

  • Many organizations either don't segment their market or do so in an inefficient manner. Also, organizations tend not to focus on perceptual maps as the basis for competitive understanding.
  • You want to better understand the competitive landscape
  • You want to put together a positioning that is sustainable and defensible against the competition.
Value Propositions and Positioning

Value Propositions and Positioning: Identifying and Leveraging Your Brand Promise

This interactive workshop will focus on value propositions and positioning statements that form the basis of your organzation's marketing plan. Understanding what sets you apart from competitors seems easy enough, but the key to effective marketing is to articulate these distinguishing factors in a way that is relevant to your target audience. Utilizing a value focused approach is the best way of communicating to your customers how your products or services will better solve their problems or help them to overcome their challenges.

We'll segment your audience, based on key characteristics, and discuss ways to create marketing communications that effectively translates your value proposition based on each group's common needs in order to be more relevant to each customer segment.

We'll also look at value propositions and positioning statements in two ways. First, we'll talk about what goes into developing a value proposition and how to use it to create a positioning statement that clearly articulates what customers should value about your products/services. With that understanding, we'll then show you how to consistently infuse your value proposition into your marketing communications and all customer interactions.

MarketingProfs Workshops are intensive programs designed to comprehensively cover marketing topics from foundational core concepts to post-training knowledge reinforcement. Your marketers will be guided through each topic, with assessments to test their grasp of core learning objectives.

WHO SHOULD ATTEND

  • Marketing professionals interested in a comprehensive understanding of positioning and value propositions
  • Anyone who learns by doing or could benefit from face-to-face instruction
  • Marketers wanting a value-focused approach when communicating to customers
  • Communicators who want to better explain to customers how their product or service helps solve problems

WHY YOU SHOULD ATTEND

  • You want to define unique value proposition, unique selling proposition, and positioning, and explain how they relate to one another
  • You want to outline your organization's unique value proposition: What "pain point" or problem do you solve for your customers and prospects better than anyone else?
  • You want to summarize how your company delivers on this value proposition
  • You seek to explain the correlation of your value propositions and positioning statements to the development of a broader marketing plan

Have questions about Corporate Training?

Get in touch. We'll be happy to answer any questions you may have so you can make the right decision for you and your organization.