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Marketer’s Toolkit Workshop
September 23, 2020 at 12:00 pm - 1:00 pm
Treating Audiences Like Customers – Investing In Audience Personas
Not everyone who engages with your content will necessarily become a customer. Understanding the customer and their journey can help facilitate this. Whether it’s for blogs, website copy, social media posts or emails, audience personas are a guide containing all the information you need to shape your content to be information your audience is actively seeking.
Join us in this informative workshop where content marketing expert Robert Rose will take us through the differences between audiences and buyers, and the business value they create. He’ll then explain a framework for how you might start to develop audience personas that can truly multiply the value for both better, faster, buyers, and also more loyal, evangelistic customers.
WHAT YOU’LL LEARN:
- The differences between audiences and buyers, and why this is a significant difference in content marketing strategy
- A framework and process for starting to look at audience personas
- Measuring audiences as a core piece of a content marketing strategy
Make sure to reserve your spot for this insightful “power lunch break” where you’ll learn ways to elevate your content marketing strategy to tell a more compelling story with one of the people who “rewrote” the rules of marketing.
Date: September 23, 2020 | Time: 12:00 – 1:00 EDT
Founder and Chief Strategy Officer, Content Advisory
Chief Strategy Advisor, Content Marketing Institute
For more than 25 years, Robert has helped marketing leaders balance the art and science of marketing, and tell their story more effectively. Over the last 10 years, Robert and his firm The Content Advisory have worked with more than 500 companies, including 15 of the Fortune 100. Robert has served as the Chief Strategy Advisor of The Content Marketing Institute since its launch in 2010 and has helped guide it to be the leading global content marketing education and training organization. Robert was CMO of CrownPeak, leading the marketing and product development of one of the world’s first enterprise Software-as-a-Service web content solutions. Robert is the author of three best-selling books on marketing and content strategy, and the co-host of the popular marketing podcast “The Weekly Wrap,” which has been downloaded more than 2 million times in 150 countries.
Content Marketing Institute (CMI) is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every fall in Cleveland, Ohio, and ContentTECH Summit event is held every spring in San Diego, California. CMI publishes Chief Content Officer for executives, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Content Marketing Institute is organized by Informa Connect.
GreenBook is a media company that provides resources to market research, consumer insights and marketing professionals. Through resources such as IIeX Events, GRIT Reports, and other publications, webinars, the GreenBook Blog, and the GreenBook Directory, GreenBook provides the learning and inspiration insights leaders need to stay ahead of the curve.