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MarketingProfs University: How to Build and Maintain a Thriving Content Ecosystem

Ann Handley, Matthew T. Grant
Thu., Nov. 3, 2011, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 4.5 star(s)

Creating content is hard work, which is why you need to squeeze every last drop of goodness out of the content assets you develop. The key to making content creation easier is "reimagining"—not merely recycling—your content.

What does that mean?

It means treating every piece of content you create not as a one-off, but as a critical piece of a larger whole and an important link in a sustainable content ecosystem—a Content Circle of Life. We're talking about cultivating a garden of content in which continual cross-pollination produces new and surprising varieties of flowers and where, to further mix metaphors, each little blog post can actually drive a great big content engine ("I think I can! I think I can!")!

This PRO seminar is also the first class of MarketingProfs University's Content Marketing Crash Course.


Ann Handley heads up all of the content at MarketingProfs. She's a 13-year veteran of creating and managing digital content to build relationships for organizations and individuals, and the co-author of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. Previously, Ann was the co-founder of, one of the first sources of interactive marketing news and commentary. Prior to that, she spent 12 years as a business editor and writer for both local and national trade and consumer publications, including The Boston Globe.

Matthew T. Grant is MarketingProfs' managing editor. His non-linear career has taken him from the ivory towers of academia and the grimy stages of rock sub-stardom to roles in corporate training, management consulting, and marketing communications. He has published articles on the new world of work, career management, and gangsta rap as well as spoken internationally on subjects including business method patents, self-employment, and user experience.

Who Should Attend?

If you're thinking about starting—or expanding—a content marketing program but have no idea how to get started producing all that content, this PRO seminar is perfect for you. Content marketing, marketing communications, public relations, and lead generation and nurturing specialists will especially benefit.

What Will You Learn?

  • How reimagining content begins with a thoughtful strategy and sustainable content plan
  • How to move beyond recycling your content to truly reimagine it
  • About organizations that have successfully reimagined their content
  • Ideas on using the assets and resources you already have to tell your story

About MarketingProfs University

How to Build and Maintain a Thriving Content Ecosystem is not just a PRO seminar—it's the first class in our all-new MarketingProfs University Content Marketing Crash Course.

Content Marketing Crash Course is a 14-class course created by MarketingProfs University to ensure you're putting your best foot forward in all aspects of content marketing. Register now for the complete course and learn tactics and tips from content marketing masters. PRO members save 40% on the $595 MPU rack rate.

As with all PRO seminars, How to Build and Maintain a Thriving Content
is free to PRO members.

Register Now!

You have two choices. You can pay as you go, buying single sessions that interest you. Or you can buy a PRO membership, and attend all our new PRO seminars and Take 10 webcasts over the next year, plus watch hundreds more from our library on-demand.

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