Customer-Centric Content Planning Frameworks (Half Day)

Aligning Content Across Channels to Advance the Customer Journey
(Half-Day Workshop)

Workshop Description
Today's consumers and business buyers move fluidly across channels and devices, bombarded by a constant stream of information. Brands that succeed are those that understand customer needs and consistently deliver relevant experiences at every stage of the journey. Doing so requires meeting customers where they are—across every touchpoint and channel they use to explore, evaluate, and engage. In fact, research shows that when marketers take this approach, using three or more channels in a coordinated campaign, they see a 5X higher purchase rate than those relying on single-channel efforts.

This sounds simple, but modern marketing channels are technically complex. They require specific expertise and optimization tactics, specialized production tools, and a constant flow of content. With so many channels in play, it often feels impossible to get everything aligned. As a result, marketers frequently operate in silos. And CMOs cite these organizational silos as the biggest internal challenge to meeting revenue targets.

To maximize revenue and get the most from multi-channel efforts, marketers must break free from channel silos and adopt a customer-centric approach. When objectives and plans are aligned to the customer journey—not individual channels—they create cohesive experiences that build brand trust and guide prospects more effectively toward purchase.

In this hands-on workshop, you will learn a customer-centric approach to integrated content planning that puts your customer's needs first and drives marketing efficiencies in a multichannel environment. You'll walk away equipped with practical tips and proven frameworks for gaining cross-channel alignment that empowers you to deliver compelling omnichannel experiences, advance the customer journey, and drive revenue.

This workshop is suitable for both B2B and B2C marketers, with relevant examples provided throughout. Specific examples can be tailored accordingly for in-house corporate workshops.

Target Audience
This workshop is ideal for junior to mid-level marketers who are responsible for content planning. It is designed for both B2B and B2C marketers looking to strategically coordinate efforts across customer touchpoints in order to drive stronger outcomes.

Team leads will also benefit from the strategic frameworks and insights—practical content planning tools they can use to guide their teams toward more coordinated, consistent, and customer-centric marketing efforts.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, maximizing marketing ROI, and improving employee alignment and collaboration.

This workshop helps attendees improve marketing effectiveness by teaching them:

• How to establish customer-centric marketing objectives
• How to create an overarching content plan that strengthens weak links in the customer journey
• How to sequence content to advance the customer journey

This workshop helps attendees increase marketing efficiency and ROI by teaching them:

• Integrated marketing planning best practices for cross-channel and cross-functional collaboration
• How to get more value out of the content you produce

This workshop helps attendees improve employee alignment and collaboration by teaching them:
How to leverage integrated marketing planning frameworks to get–and keep–everyone on the same page

Download the full agenda here