Content Marketing & Social Media Workshops

Marketing is transforming rapidly. The explosive growth of social media is creating huge shifts in all areas of your business. The speed, efficiency, and ease with which your customers and users can engage with each other has changed.

The rise of the social Web is having an impact on entire content-oriented sectors such as the press, publishers, and broadcasting. The same is now happening to our business: the tourism sector, meetings and destination marketing industries which traditionally also depend heavily on supplying rich and relevant content as part of their PR, promotion and marketing efforts.

Social media is heavily influencing how your marketing people market, PR people do PR, sales people sell, and service people service. And this leads to ‘content marketing’ for destinations.

Destination content marketing: creating and making use of social media to distribute relevant and valuable content in order to attract, acquire, and engage a clearly defined and understood target audience.

Basically, content marketing is the art of communicating with your customers and prospects without selling. And delivering information that makes your buyers more intelligent. In the belief. that if we deliver consistent, on-going valuable information to buyers, they ultimately reward us with their business and loyalty.

tmf dialogue marketing GmbH (Germany/India) and Crossmint (The Netherlands) now offer Social Media & Content Marketing Workshops for Destinations for teams of managers working in MICE, tourism, destination marketing and responsible for PR, marketing communication, promotion and sales. We also work together with convention bureaus, tourist boards and associations to jointly set up Social Media and Content Marketing Workshops as a valuable service they can offer to their own partners or members!

The workshops can be held on location and will focus mostly on the how of content marketing. The minimum number of participants per workshop is 10. For more information about prices or booking a workshop please contact us.

AGENDA

9:00 – 9:15

Workshop Introduction

9:15 – 10:15

Social Media and Content Marketing for Destinations?

In this session, Nicolaas will discuss the latest trends in social media and how content marketing has grown in popularity. Johanna will address what is actually now taking place in our industry and why social media and content marketing are essential for our business today.

Examples of questions that will be answered:

·       Everybody is using social media so what now?

·       What is content marketing and why will it work for our industry?

·       What are the latest trends in our industry and why is it essential for our business?

·       What are some of the unique activities that other organisations have already undertaken successfully in social media and content marketing?

10:15 – 10:30

Quick Coffee Break

10:30 – 11:30

Developing your Content Marketing Strategy

Nicolaas will lead this “how-to” workshop by showing you how to build a strategy for content marketing in general and social media in particular.

·       What is the outline for the business case for content marketing?

·       How does this affect your PR, sales, marketing and communication plan, campaigns and your other marketing efforts?

11:30 – 12:30

Focusing on the Right Content for the Right Marketing Channels

In this session Johanna will discuss how we develop a channel plan for our content: from Web, e-mail, newsletters and press releases to Social Media, Online Newsrooms to everything beyond. Also It doesn’t matter if we have people ready and able to hear us if we don’t have anything valuable to say. We need to develop compelling, engaging stories.

·       How do we tell our story and use traditional techniques to help structure it?

·       How can we re-use content, and use different channels for different purposes to support our marketing efforts?

·       What does a channel plan look like, and how does it integrate into our PR, sales, marketing and communication (editorial) processes?

·       How do we map content re-use and use different channels for different purposes?

12:30 – 13:30

Lunch

13:30 – 14:30

The Content Marketing Process

Now that we have a great strategy and know what content to use for what channels – we need to understand how to manage it. Nicolaas will explain how to set up content marketing teams, editorial calendars and mapping and an appropriate workflow for each of our channels.

·       How to structure content marketing teams, what are the roles and responsibilities?

·       What does the workflow look like – and what’s our team structure within that workflow?

·       How does the editorial calendar get created and how does it actually work?

·       How do I make sure all the people who will be producing content are staying on message – and sticking to the same story?

·       What can I do if my content producers can’t actually write?  No Time?  No Talent?

14:30 – 15:30

The Tools of Content Marketing

In order to execute a successful content marketing strategy we need tools for content management, social media, measurement and data capturing.  Johanna will tell her her experience with using such tools for her own PR & marketing activities for organisations in MICE and tourism and other organisations.

·       How do I figure out where my content is coming from?  How do I source my content?

·       What types of tools are needed in order to manage a successful content marketing process?

·       What are best practices for acquiring these tools – and integrating them into our process?

15:30 – 15:45

Tea & Coffee Break

15:45 – 16:30

Listening and Measurement

Ways to measure success. Publish content is really publishing conversations – and the most important part of a conversation is “listening”. Establishing “listening posts” and processes that monitor and manage both the conversations we are having – as well as the conversations about us – are important.

·       How do we develop analytics – that measures what’s important?

·       How do create dashboards that relays the important metrics to our teams and customers – while giving us the flexibility to change what we measure?

·       How do we develop “listening posts” that help us to manage and monitor conversations on the Social Web?

16:30 – 17:00

What to Do Now?

Taking what you’ve learned back into your organisations, and integrating your content marketing strategy into your overall marketing plan. Looking at the benefits of outsourcing content marketing services or keeping it in-house.

17:00 – 17:30

Open Q&A

By the end of this session, you will be equipped with the latest in how best to develop your content marketing plan to attract and retain new customers.

As a take-away participants will also get a copy of one of the latest books on social media and content marketing.