29. oktober 2019 - 8:00 till 17:00
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Content Leaders Academy masterclass (Canberra) | Hotel Realm | tisdag, 29. oktober 2019


Join leading content professionals, Andrés López-Varela, Matt Allison and Trevor Young, for a full-day immersive masterclass where you’ll discover the skills you need to confidently lead your company’s content strategy and operations.
The Content Leaders Academy masterclass is designed with one simple goal in mind: to deliver focused, high-quality training for today’s content leaders.

The masterclass strips back the noise of your average training and gives you only the information and skills you need to design, execute and optimise the best content program for your organisation.

The masterclass day is organised into four modules that build on each other and, with a combination of instructive presentations, practical group exercises and ample Q&A time throughout the day, you’ll leave the masterclass with the confidence and knowledge you need to lead your organisation’s content program.

For full details about the masterclass, visit .
What you'll discover at the masterclass


Developing a holistic view of content

Content isn’t just about blog articles and social videos. Content leaders need to zoom out from the everyday and understand the purpose for content in their organisation, whether it be for reputational or performance purposes. To help you do that, this module will cover:

best practice case studies of content programs
important differences between reputation and performance content programs
open Q&A, group work and discussion


Building strong content strategy foundations


A documented content strategy is the single most important thing any content leader needs, regardless of the type and size of their content program. But content calendars, production workflows and marketing plans are often used in place of a deliberate, well-researched, audience-focused content strategy and that makes life difficult for anyone involved in the content program.

To help you up level your content strategy, this module will cover:

developing and writing your content mission
identifying and prioritising your target audiences
conducting qualitative and quantitative research
defining a useful channel plan and measurement framework
open Q&A, group work and discussion




Operationalising your content strategy
The best content strategy in the world doesn’t mean anything if it’s not supported by a practical and realistic plan for the day-to-day running of your content program. Content leaders need clarity about their team’s workload, stakeholder buy-in and content distribution as well as the technology they use to track all that.

To help you come to grips with these priorities, this module will cover:


successfully working with other teams or agencies
developing the right processes and workflows
choosing fit-for-purpose tech
implementing a paid distribution plan
open Q&A, group work and discussion




Optimising your content program
Content leaders are so busy and often dealing with competing demands, so optimisation often falls by the wayside. There are a few easy ways to extract lessons from your content program as well as poaching other brands’ ideas and ways of working. We’ve learned a thing or two over many years of running content programs and we want to share these hacks with you.

To help you get the most from your content program, this module will cover:








the kinds of tools and tactics that successful content brands are using
applying these lessons to your own content program
open Q&A, group work and discussion

What's included in the ticket price









Masterclass attendees will get value from the full-day in two ways. First, there’s the tangible stuff you’ll walk away with and then (perhaps more importantly) there are the skills you’ll stuff first. At the end of the day, you’re going to walk away with a stack of materials. Expect the following:

a masterclass workbook summarising all the key points discussed during the day
masterclass worksheets showing how to implement the skills you’ve discovered
all the complete presentation decks that we’ll use throughout the day
to be well fed and caffeinated (or decaffeinated, if that’s your thing)

Next, the skills (and this is where it gets interesting!). The masterclass modules are designed to shift your abilities up a notch, not give you a theoretical introduction to content strategy and operations. So, expect to have discovered the following how-to skills:

Clearly understand and define your brand’s content purpose
Conduct effective content strategy research (qualitative and quantitative)
Identify your target audiences and the needs your content can help them with
Articulate a range of content pillars or themes for your brand
Develop an actionable set of plans for content distribution and measurement
Integrate your content program with key teams and agencies
Secure buy-in from senior stakeholders for your content program
Implement the right processes and workflows to enable your content program
Assess and choose the best tech to support your content strategy
Identify lessons from other brands’ content efforts to apply to your own brand

You’ll also get extensive one-on-one time with the three of us so you can ask specific questions that relate to your personal challenges and opportunities when it comes to running a content program.

For full details about the masterclass, visit .