Content Marketing Virtual Master Class

Content Marketing Virtual Master Class

Tuesday, March 13, 2018
Noon-3:30 p.m. Central
Price: $395
Member Price: $295

Learn from top digital content storytellers from Southwest Airlines, NASA and Ragan Consulting Group.

Top 5 reasons to attend this webcast:

  • Insights from the best digital content marketers in the business
  • Access for you and your entire team to watch
  • Access to the recorded event for six months
  • Access to all presentations and handouts
  • Guaranteed hands-on, how-to instruction and techniques you can use immediately

Ragan Training webcasts are comprised of top sessions from previous live and virtual events.


Product Code: Y18WC03


Noon-12:50 p.m.
How Southwest Airlines mixes its social content to engage its customer base
Curtis MidkiffThe aviation industry is often likened to an orchestra: Every instrument has to be pitch perfect, on tempo and in concert with its counterparts. Southwest Airlines treats content the same way, handling every video clip or picture as its own musical performance and each channel as its own performance venue, each catering to a different type of music lover.

In this session you'll learn how to:

  • Create content pillars that serve various needs
  • Design content for diverse audiences from the same root asset
  • Breathe life into underserved areas of the business
  • Learn how to boost your reputation
  • Translate your data into a figurative sheet of music that others in your organization can play
Curtis Midkiff is a senior advisor for social business at Southwest Airlines.

12:55-1:55 p.m.
Reach new audiences through digital storytelling—and change the way people view your brand
John YembrickIf you were restarting your communications office today, would it look the same as it did even a few years ago? Probably not. How people consume information is radically different today, and NASA is working to support and drive this initiative to share the space agency's powerful story with a worldwide audience. In this session we'll explore what that strategy looks like. John Yembrick is the chief of NASA's new digital communications division, which breaks down established silos and merges NASA Television, social media and the agency's website into one office. Through these channels, his mission is "to bring space down to Earth" for everyone, informing a new generation about the wonders of space exploration.

You'll learn how to:

  • Transform your company into a digital organization that makes employees think differently about their jobs
  • Break down office walls and persuade employees to work together toward common goals
  • Become a nimble storyteller in the digital world by taking communications directly to the people
  • Coordinate content across multiple locations and platforms
  • And more
John Yembrick is NASA’s chief of digital communications.

2-3 p.m.
Visual storytelling: The great brand equalizer
Justin AllenHow many articles have you read telling you video and visual storytelling is the single most effective way to grow and retain a loyal audience? Hundreds? Thousands? You can't just hit record and expect results. Acquiring and retaining an audience using video takes skill, strategy, timing, creativity and, yes, money. But you don't have to work at a massive corporation with unlimited resources. In this session, you'll get a crash course on where to start (or how to fix) your video storytelling and why it's the details that endear you to an audience.

You'll learn:

  • The five key elements that make your video resonate with an audience
  • Formats, timing and trends: social platform best practices
  • Why the trend of full-scale "pivoting to video" will end in brand heartache
  • And more
Justin Allen is head of production and video strategy for Ragan Consulting Group.