Content marketing: Every organization will be its own media company—how about you?

Content marketing: Every organization will be its own media company—how about you?

February 6, 2013 • 9 a.m.-noon
The Yacht Club (Walt Disney World)
Lake Buena Vista, Fla.
Price: $395
Member Price: $345
  • Create content aimed at your customers' interests
  • Curate content on your site to avoid information overload
  • Tips to make your content "shareable"
  • Measurement techniques to prove the ROI of content marketing

Presented by Ragan Communications: An event sponsored by Disney Parks' Social Media Team

Product Code: Y3CF2FL
    Shel Holtz Holtz Communication + Technology
    Shel Holtz


Digital communication has changed the ground rules of marketing and communication. Organizations once segmented their efforts into neat buckets: advertising, marketing, PR. Today it's all one big stew. As the mainstream media shrink, the branding and marketing power of traditional earned media wanes. The new link economy means that wherever your content appears, it won't do you much good if people don't share it. Welcome to the world of content marketing, where every enterprise had better learn to remake itself as its own media distribution company, creating content aimed at customer interests rather than at making a sale.

In this workshop, you'll learn:

  • How content marketing varies from traditional marketing
  • What kinds of content make up content marketing
  • Why you should build a content portal as the home of your content
  • How content marketing feeds into the sales funnel
  • The essentials of content marketing
  • How to measure the effectiveness of your content
  • The three phases of content marketing
Shel Holtz is Principal of Holtz Communication + Technology. He brings more than 35 years of experience to his engagements, as well as to his blog and podcast. The author or co-author of six books, Shel is a founding fellow of the Society for New Communications Research and a Fellow of the International Association of Business Communicators.

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Disney Parks