Content marketing is the current buzz phrase, but don’t let that put you off!

Conceptually speaking, content marketing has been with us since the late 1800s when John Deere Tractors custom-published a magazine with the goal of helping farmers become better farmers and business people.

But two fundamental shifts in recent times have combined to ensure content marketing’s time has finally come (and along with it an incredible opportunity for businesses of all sizes and types):

1. People’s behaviours have changed. We’re now more than happy to get our news and information from a variety of sources in addition to traditional media, including bloggers and podcasters, our friends and connections on social networks, as well as from brands themselves (but only if we trust them as a source of information!).
2. The barriers to entry have plummeted. Publishing your own content and distributing it to a broad audience has always been time-consuming and hugely cost prohibitive unless you’re a big company with deep pockets. Today, however, anyone can create content and publish to a global audience, in real time and often for little if any money. Without putting too fine a point on it, THIS HAS CHANGED THE BALL GAME allowing businesses of any size – the one-person show to those with 50 and under employees – to compete with ‘the big boys’!

Get the information and inspiration in one 4+ hour burst at the PR Warrior’s Content Marketing Bootcamp

In this half-day intensive bootcamp session I will help you understand the basics of content marketing – what it is and what’s involved from the perspective of a small to medium-sized business – as well as walk you through the steps required to kick-start your content marketing efforts and in doing so become your own media channel!

Order your tickets now

WHAT: Half-day workshop for small and medium-sized growth businesses plus entrepreneurial startups

WHEN: Tuesday, July 29, 2014

WHERE: Melbourne Conference & Training Centre (CBD)

TIME: 8.00 am – 12:30 pm

PRESENTER: Trevor Young aka ‘The PR Warrior’

COST: $345 per person (or $275 per person for two or more people) —> special early bird tickets $285

BOOKINGS: click here for our Eventbrite page (LIMITED SPOTS)

FREE BONUSES: Copy of Trevor’s book microDOMINATION; workbook including practical examples and case studies; plus personal 30-minute follow-up Skype session with Trevor (TOTAL BONUS VALUE: $170)

MORE INFO: See below

WORKSHOP AGENDA

8.00 am – Registration + caffeine hit 

8:15 am – Making sense of content marketing: What is it, and why has it all of a sudden become hugely popular? And where does social media fit into the equation?

• Discover the four types of content you need to be aware of.
• Gain a practical understanding why the use of online publishing platforms to create and distribute content will benefit both your brand and your business.
• Understand the importance of content curation and the strategic use of social media to promote your content.
• Take an integrated approach: Paid, Earned, Shared and Owned Media (PESO)

9 am – What does content marketing success look like?

• Up-to-the-minute case studies of dynamic small businesses that are using content marketing to build reputation and revenues.
• Be inspired by pioneering individuals and small businesses who are nailing it in the social and content space.

9:45 am – COFFEE BREAK

10:00 am – PLANNING

• What are your objectives? Develop a ‘mission statement’ for your content marketing program. 
• Who are you creating content for? Understand the power of developing ‘reader profiles’ (also known as buyer personas, or audience avatars); what are their frequently asked questions, issues, problems or pressing needs relevant to your business and what you offer?
• Includes action steps

10:45 am – CREATION

• What are you creating content about? Develop your ‘Spheres of Conversation’ (what conversations do you want to lead or be part of? What debates do you want to ignite? What do you want to be known for?)
• Think like a journalist: how to uncover stories in your business and tell them with passion and purpose.
• Includes action steps

11:15 am – DISTRIBUTION

• Which platforms should you use? Determine which of the myriad communication channels are right for your needs. We will look at blogs, podcasts, video, ebooks, infographics, SlideShare, SoundCloud, Scribd, (as well we will touch on social media – Twitter, Instagram, LinkedIn, Facebook etc).
• Explore content distribution strategies including syndication and guest blogging.

12 noon – MOMENTUM

• Pulling it all together: Tips, hints, hacks with just a smidgen of SEO! Mapping out your editorial calendar.
• Humanise your brand through the judicious use of social media.
• Includes Q&A from the floor

12:30 pm – SESSION FINISHES

Order your tickets now

YOUR PRESENTER

Trevor Young is a former journalist with 20+ years’ experience in public relations and marketing communications; he has co-founded three marketing services business, selling two and merging a third with the world’s biggest PR firm.

Since 2007 Trevor has been immersed in social media and content marketing. The blog he started that year – ‘PR Warrior’ – continues to this day and has been listed several times by Smart Company as one of Australia’s top business blogs; it has also twice been a finalist in the Australian Writers’ Centre’s Best Blogs in Australia competition; former BRW writer Kath Walters listed Trevor as running one of the ’10 best content marketing sites’ in the world, while the respected Search Engine Journal blog named PR Warrior as one of Australia’s top marketing blogs in Australia.

Today, Trevor runs Expermedia, a training and publishing business focusing on social media and content marketing. He is also a professional speaker and presents regularly on social media and content marketing topics at conferences and business seminars around the country and overseas; he also runs workshops for large companies and government authorities as well as smaller entrepreneurial businesses.

As a consultant and mentor, Trevor works with fast growing enterprises to help them develop and execute on their social media and content marketing programs.

Aside from PR Warrior, Trevor also writes Expermedia’s ‘The Connected Brand’ blog as well as contributes to ‘The Pulse’, MYOB’s popular small business blog, and Firebrand Talent’s ‘Ideas Ignition’ online publication. His new podcast ‘Reputation Revolution’ focuses on DIY thought leadership and personal branding for business professionals and creative entrepreneurs; within several weeks iTunes had listed the podcast in its ‘New and Noteworthy’ section for the business category.

Trevor’s book – microDOMINATION: How to leverage social media and content marketing to build a mini-business empire around your personal brand – was published by Wiley in 2013.

Trevor was a founding member of Social Media Club Melbourne, and has taught PR subjects at Swinburne and Box Hill TAFE.

• TWITTER: @trevoryoung
• LINKEDIN: /in/trevoryoung
• GOOGLE PLUS: +trevoryoung
• FACEBOOK: prwarrior
• SLIDESHARE: tdyoung
• SOUNDCLOUD: trevordyoung
• YOUTUBE: theprwarrior
• BLOG:  PR Warrior

PLEASE EMAIL ME WITH ANY QUESTIONS:

trevor{dot}young {at} prwarrior{dot}com

THE VENUE

MELBOURNE CONFERENCE & TRAINING CENTRE

Level One, 477 Collins Street, Melbourne