Branded Content: A Workshop (Membership + Registration)

 

The world is connected through stories — and marketers and publishers are using these skills to educate and acquire new customers and audiences.

 

Whether you’re looking to build up your skills or ready to take the next leap in your career, the lessons offered through this IAB course will help you succeed in the fast-growing field of content marketing.

Content is fundamentally different than advertising and this course is designed to empower advertisers, their ad agencies and media publishers to create, amplify and measure their brand content campaigns. Learn the ropes of running a content campaign, from developing strategy, to managing content creation, to promoting it for the world to see. You’ll learn about best practices, important metrics, the technology and the business of branded content.

What You’ll Learn

  • The fundamentals of branded content; including how to create, execute, promote and measure your content
  • The technology and business behind branded content
  • Tactical knowledge, resources and tools to run your own full scale content campaigns

 

Who Should Attend?

  • Companies; Brand and Marketing Managers, Content Marketers
  • Agencies; Media Planners and Buyers, Account Directors, Managers
  • Publishers; Sales Managers, Sales Reps, especially useful for all staff employed by publisher content studios
  • Recent Graduates of traditional Marketing Degree or Diploma Programs (which may not have included content marketing courses)

 

Curriculum

1.0 - UNDERSTANDING BRANDED CONTENT

  • A Brief History of Branded Content
  • Brand Journalism Lessons Inspired by the Best Custom Studios
  • What’s My Brand’s Story?: How to Think Like a Journalist
  • Pop Quiz: Understanding Branded Content

2.0 - THE BUSINESS OF BRANDED CONTENT

  • The Business of Branded Content
  • How to Stretch Your Sponsored Content Budget
  • Navigating the Rules of Branded Content
  • Expert Interview: Jordan Hyman, NBC Universal
  • Pop Quiz: The Business of Branded Content

3.0 - WORKING WITH PUBLISHERS

  • What to Look for in a Publisher Placement
  • Deciding Who Should Create Your Content
  • Expert Interview: Michael Hickins, Oracle
  • Pop Quiz: Working with Publishers

4.0 - FINDING STORY IDEAS

  • Finding Stories in Unusual Places
  • Tools to Help You Com Up with Your Next Great Brand Story
  • Turning an Idea into a Brief
  • Pop Quiz Finding Story Ideas

5.0 - CREATING YOUR CONTENT

  • Storytelling Methods (and when to use them)
  • Interview 101: Why and How to Conduct a Great Interview
  • How and When to Include Your Brand in Sponsored Stories
  • Writing for Different Age Demographics
  • Expert Interview: Fara Warner, Formerly of WSJ. Custom Studios
  • Giving Useful Feedback to Creatives
  • Pop Quiz: Creating Your Content

6.0 - PROMOTING AND MEASURING YOUR CONTENT

  • How and Where to Promote Your Content
  • A/B Testing: Real-time changes to Make Stories Work Hard
  • The Most Important Engagement Metrics for Your Brand
  • Targeting: How to Find (and Reach) the Right Audiences
  • Retargeting: Building on the Success of Your Content
  • Pop Quiz: Promoting and Measuring Your Campaign

 

Facilitator: Sonia Carreno, President of IAB Canada

What: January SPMA Professional Development (HALF DAY) Workshop

When: Thursday January 16th 8am-12pm noon

Registration starts @ 7:30AM  Registration fee includes a working continental breakfast and coffee.

Where: Edwards Executive Education // 256 3rd Avenue South, Saskatoon, SK

 

Ticket cut off: January 10th at NOON (we are already 50% sold out)

 

Room sponsored by:

edwards.jpg

WHEN
January 16, 2020 at 8am - 12pm
WHERE
Edwards Executive Education
256 3rd Ave S
saskatoon, SK S7K 0A7
Canada
Google map and directions

Will you come?

$117.74 Membership Renewal + Registration
Membership ($59.99) & Registration ($55 + GST)

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