Bay Area Content Marketing

Presenter: David Rodnitzky, Founder of 3Q Digital

First, the bad news:

The basics of marketing are no longer enough. Every company knows all the “marketing 101” strategies like online advertising, the “4 Ps,” and brand building. These tactics alone will not drive breakthrough success.

Now the good news:

Every company has superpowers that create huge advantages over the competition. It could be proprietary data, access to influence, world-beating experts, a unique brand, or superior economics.

Companies that integrate these advantages into their marketing programs are so exponentially more successful than their competitors that it just feels, well, unfair!

These companies enjoy higher conversion rates, lower advertising costs, free publicity, hidden discounts, better targeting, higher-spending customers, and increased retention.

Alas, most companies don’t even know they have these unfair advantages, and if they do know, they don’t know how to use them.

Unfair Marketing, a new book by David Rodnitzky, is a comprehensive guide to helping you identify and apply all your unfair advantages.

Combining insight from more than twenty years of experience with the stories of companies that successfully leveraged their superpowers, this book shows you how to take your marketing from good to exceptional by using the assets you already have.

Giveaway: (5) lucky attendees will receive a free copy of David's book.

Buy the book: https://www.amazon.com/Unfair-Marketing-Leveraging-Companys-Strengths/dp/1544506643

Follow David on Twitter: https://twitter.com/rodnitzky

Presenters:
Elizabeth Irvine, VP of Marketing, MarketMuse
Jeff Coyle, Co-founder and Chief Strategy Officer, MarketMuse

You’re probably using a keyword research tool and a content optimization tool to help you find topics and identify gaps in your content.

Right?

These are great starting points for topic ideation and improving content quality. But it’s not enough to compete at scale.

Hear how personalized metrics for content planning and prioritization ensure that every piece has a meaningful impact on business growth.

Plus, create more content, faster with NLG for long-form content. Understand the difference between existing models, gotchas like article spinning and what you need to know before moving forward with AI-generated content.

Presenter: Adrienne Barnes, Founder, Best Buyer Persona.

77% of marketers never refer to their buyer personas once they’re created. Buyer Personas have become a ‘check-the-box’ marketing practice, but there’s a better approach to create and use buyer personas that will benefit your entire organization.

In this talk, Adrienne will cover:

👉 How to create a buyer persona with data you can trust
👉 How to build a buyer persona that the entire organization can use
👉 What information to include in your buyer persona that will lead to growth

Follow Adrienne on Twitter: https://twitter.com/AdrienneNakohl

Presenter: Sarah Mitchell, Founder at Typeset

[Note: Sarah is presenting from Australia, so this Meetup happens later than our usual noon PT time.]

The second annual State of Writing report offers insight into where content marketers can be making smarter investments in their written content.

Sarah Mitchell from Typeset breaks down the research that shows what content marketers can do to improve the effectiveness of all their writing initiatives.

She also shares what content marketers feel is "worth the investment" and what's not working so well for them.

Follow Sarah on Twitter: https://twitter.com/sarahmitchelloz

Presenter: Kami Huyse, CEO of Zoetica Media, a digital marketing and public relations agency.

Adding an online course to your offerings can help to boost the bottom line for your agency and keep your employees fully billed and engaged.

Learn how one agency increased its bottom line by 25% in a pandemic year, and how you can do it for your own agency.

Many experts and organizations are launching online courses and training, but agencies have a unique opportunity as they already have credibility as a counselor to their clients and colleagues.

Also, agencies have a depth of experience and specialized knowledge that can be tuned into highly competitive courses.

In this session we will go step-by-step though how your agency can add online training into its offerings and diversify your income stream. We will share how we did it in 2020 and added an income stream that can help you to have a more balanced product suite for your agency.

You will learn how to:

👉 Decide what kind of course you should create
👉 Build and launch online a training product into your business
👉 Tips for running your new training arm

Presenter: Andi Robinson, Global Digital Content and Brand Leader at Corteva

Working in a complex global company with a very matrixed marketing organization can provide a challenge to content marketers.

Add to that a highly regulated industry with traditional marketing processes and your content marketing program needs to be robust enough to support a variety of different situations.

In this session, you will learn how to build a content marketing practice in such an environment.

Learn how to approach the tools and resources you will need, develop a content philosophy, get leadership buy-in and create a content marketing training program for your marketing organization.

Presenter: Liat Karpel Gurwicz, Head of eCommerce Marketing at Wix.com.

Online shoppers don’t get to physically interact with your business or products before they buy, but they do engage with your online store.

That’s why to sell online, you need more than just a stunning website - you need to think like a marketer to drive traffic and build a buyer's journey that maximizes online sales.

Let’s talk about how to build a cross-sell strategy that leverages data and marketing tactics to get shoppers buying more, and coming back time and time again.

Presenter: Karl Hughes, Founder, Draft.dev

Karl is a former startup CTO turned content marketer and the founder of Draft.dev where he helps technology companies reach software engineers through content marketing.

Marketing to software developers and IT leaders is tough.

They’re tech-savvy, skeptical, and often use tools like adblockers, which makes them hard to reach.

Content marketing is a good approach because it builds trust and gives you the opportunity to demonstrate value, but how can you create high-quality content that lands with a technical audience?

In this talk, Karl will share some of what he's learned through his career as an engineering executive and content marketer.

Presenter: Shane Shaps, President, Founder and Community Manager at 520 East Brands.

2021 is the year to step outside your comfort zone and do something scary.

For Shane Shaps, social media engagement specialist, that meant coming out from behind the keyboard and launching a weekly livestream show.

Learn the simple steps she took to make it happen and then - make it happen for you.

This meetup will be full of caffeine-infused energy and likely some discussion of Peloton will ensue… because it usually does with this one.

ATTIRE: Yes, attire! You're welcome to wear your favorite Hawaiian 🌺 shirt on Zoom.

Follow Shane on Twitter: https://twitter.com/520eastbrands

In this presentation, Joe Pulizzi, author of the Amazon #1 Marketing bestseller Content Inc., will detail the seven steps on how any business with any budget can build a digital audience that can lead to multiple forms of revenue.

Joe will discuss how you can:

👉 Identify the intersection of your expertise and your future customer’s needs
👉 Determine how to "tilt" your sweet spot to find a place where little or no competition exists
👉 Establish your number-one channel for disseminating content (blog, podcast, YouTube, etc.)
👉 Use social-media and SEO to convert one-time visitors into long-term subscribers
👉 Grow your business by expanding into multiple delivery channels
👉 Monetize your product or service for ultimate business success
👉 Understand how to sell your content asset for millions or build the business into a large enterprise

GIVEAWAY: (10) attendees of the live session will receive a free copy of Joe's book, "Content Inc.: (Second Edition) - Start a Content-First Business, Build a Massive Audience and Become Radically Successful (with little to no money)."

Follow Joe on Twitter: https://twitter.com/joepulizzi

Visit Joe's website to learn how to pre-order his book: https://www.joepulizzi.com/books/content-inc/