Content Marketing Workshop

Altimeter Group offers Content Marketing workshops for Marketing & Communications professionals. The workshop is led by Altimeter Group Analyst Rebecca Lieb, who has published three reports on content marketing: Content: The New Marketing Equation, The Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Media, and Organizing for Content; as well as the book, Content Marketing.  Rebecca has taught in the postgraduate digital media program at New York University. The workshop is hands-on, and students leave with an understanding of how an integrated Content Marketing approach can meet business objectives.


Learning Objectives

Program Learning Objectives Duration
Content Marketing Workshop
  • Understand the difference between Content Marketing and Content Strategy.
  • Map the five step path to content maturity.
  • Understand techniques for content distribution and dissemination (e.g., syndication, promotion)
  • Understand how to govern a holistic, enterprise-wide content strategy (e.g., with workflow, guidelines, documentation, training, etc.)
  • Learn how to conduct an content audit, to assess strengths and recognize gaps that represent opportunity.
  • Learn how to analyze an organization’s content needs and how listening and responding can help drive effective content strategy.
  • Understand the implications of Paid, Owned and Earned media convergence.
  • Learn how to measure content strategy results.
½ day in person