26 Aug 2015

Why Your Company Needs a Content Marketing Workshop

In the past few months, I’ve led 3 content marketing workshops at conferences around the country and a few internally here at Vertical Measures. Since I’m a total nerd for anything content related, these workshops are highlights of my job…and they don’t even feel like “work.”

One of my favorite things about workshops is seeing lightbulbs go off across the audience. People start to learn a content marketing process that’s not only effective, but can be broken down into tangible steps they can take back to their company and start enacting right away. Too many times, conference sessions talk about the abstract or are so high level that they never provide actionable insights for the real world. Workshops are a way to take a deep dive into every element of content marketing and walk away with an understanding of how to apply the principles to your specific business goals.

If you’re at all interested in content strategies and how it can generate more leads, more traffic, and more business, a content marketing training session is absolutely vital to getting a jumpstart. The most potent way to get buy-in and alignment around the content marketing philosophy is to get your team in the same room and accelerate their learning with interactive lessons and experts at the helm.

Ditch the e-courses and the self paced classes – the best learning is done face-to-face, which is no different with content marketing. (Want to win a free half-day workshop? Enter to win one from us.)

Quinn Whissen content workshop

That’s me teaching at Digital Summit Atlanta about Content Ideation.

Benefits of a Content Marketing Education

We travel to to over 25 conferences a year and teach workshops at many of them, along with private training on-site at businesses.  We’ve seen first hand the power of workshops for our 3,000+ students. Our good friend, Marcus Sheridan of Sales Lion fame, won’t even bring on a new client until they all sit in on one of his training sessions, which I think is brilliant. After the workshop, he makes sure the company can answer these 3 questions:

  1. What is content marketing?
  2. How is it done effectively?
  3. Why should each individual within the company be a part of it?

Plus, he has the results to back up workshops’ effectiveness too, just read this:

“On average, a company that starts their content marketing campaign off with a workshop achieves over 300% more growth in traffic, leads, and new customers than a company that does not.”

If you’re serious about content marketing, workshops are the way to go.

Arnie Kuenn content workshop

Vertical Measures CEO, Arnie Kuenn, teaching to a packed house.

Who Should Attend a Content Training Session?

You saw that one of Marcus’ questions implied that every individual in your company should be part of a content marketing program, so let’s explore that.

You may think the people who should attend content marketing trainings are just in your marketing department, but you would be wrong. The organizations that really succeed have created a culture of content marketing, rather than treating it as just another “tactic” to layer on top of existing strategies. As I outlined in my article “Content Marketing Isn’t Really About Content At All,” effective content marketing programs are less about content and more about aligning three things:

  1. Priorities
  2. People
  3. Processes

You must make content marketing a priority to make it work. You must help all your people understand their role in your content marketing, regardless if they are creating content or not. And most importantly, you must create a process that will facilitate consistent, committed content development if you want to see serious results.

Stop Reading About Content Marketing – Do It

Most of all, content marketing workshops will get your butt in gear to stop reading about content marketing, and start doing it.

If you have a boss that needs convincing or management that doesn’t understand true content marketing, workshops will be the perfect place to get their buy-in.

Need content creators that “get it?” Bring them to your training session and they’ll start to understand that content ideas don’t have to come from brainstorming sessions; instead they can be found in every moment of their day.

Have you been doing content marketing for awhile and haven’t seen the results you want? Attend a content marketing workshop to understand what quick wins are available now.

Win a Free Content Marketing Workshop

Win a Free Content Marketing WorkshopConvinced you need a workshop after reading this? Good, I was hoping you’d feel that way.

How about getting a free one?! Even better!

We’re giving away a free content marketing workshop to a brand or non-profit who can creatively answer this one simple question: Why does your organization need a content marketing workshop? Entries are open starting today and go til September 30th, with winner(s) being announced on October 9th. Click here to enter!