Content marketing: Become your own media outlet

Price: $395
Member Price: $295

Did you hear about the hospital chain that caught CNN's interest by its own nurse's visits to a violence-plagued Chicago neighborhood? Or the juicer manufacturer whose full-length documentary caused a run on their product?

Boost your own organization by adopting the approach of journalists and TV producers. In this three-for-one session, hear how to gain value by producing stories, blogs, videos and other content your customers will devour.

You'll learn:

How to become a media outlet, rather than begging journalists for coverage
How to use the new social media editor as a bridge between organizational content and influencers throughout the Web 2.0 world
The importance of tone, concision, consistency, and storytelling to a content brand
How to think like a TV producer
How to create a news desk to assign, edit, post, and maintain the content on your site

Product Code: Z3WC27

You didn't want to write a story and post a photo of some executive handing over that oversized check. They made you do it.

Nobody read it—you know this—and you went home and sighed, "Well, it comes with the territory."

Not anymore, it doesn't. It's time to think of yourself as a media outlet, and create brilliant content that wins a wide following.

Join these smart speakers to find out how.

"Brand journalism and the new role of the communicator in the Age of Content," with Mark Ragan, CEO of Ragan Communications.
"Turn your content marketing costs into tangible assets," with Andrew Davis, the author of Brandscaping.
"Running the news desk: How to build an editorial process for content marketing," with Jim Ylisela is president and co-owner of Duff Media Partners Inc.

You'll learn:

How thinking like a journalist is a better way to promote your organization
That everything that is old is new again
Why thinking of content as a brand spurs experimenting, risk-taking and innovation
Balance content curation with original reporting and writing
Develop a brand voice and consistent writing style for your site
Create blogs, videos, and social media to complement your stories
Establish a disciplined approach to content integration that guards against "build it and ignore it"
To integrate member-generated content into your organization's Web 2.0 presence daily, including the new content site and social channels