Course Details

Writing Copy that TELLS: The What, Why and How-to of Content Marketing

Webinar: ID# 1014075
Recorded CD
About This Course:
The challenges facing today's marketers are immense. Consumers are savvy and skeptical buyers and most goods and services are now commodities, due to global, digital forces. This is why content marketing is essential to a marketer's survival, as it meets the consumer's need for information, building a relationship with him or her, and transforms a commodity into a highly-valued good or service. In this live webinar, you will learn the "what," the "why" and, most important, the "how-to" of content marketing, so that you will gain a better understanding of this marketing model and be better equipped to begin implementing it into your marketing programs.

This live webinar will utilize GoToWebinar®, an internet active tool which allows the speaker to walk through examples in real time. This will be the best way to follow along with the program and a link will be provided for you prior to the program date.

  • The What: Content Marketing at Its Core
    • Briefly Defined
    • "5 to Stay Alive"
    • Takeaways
  • The Why: Essential Prep Work
    • Briefly Defined
    • Some Stats That Tell the Story
    • Who Is in Your Funnel?
    • Creating Customer Personas
    • The Four P's
    • Defining Success
    • Drawing (and Following) the Roadmap
    • Measuring Success
    • Takeaways
  • The How-to: Content Marketing in Action
    • Briefly Defined
    • The 4X Rule
    • The Trusty Triad
    • Considering Keywords
    • The Four Modalities of Learning
    • Content Marketing Paired With the Four Modalities of Learning
    • Reading
    • Seeing
    • Listening
    • Viewing
    • Takeaways

Sandra A. Eggers
  • Founder of the CSC Group, LLC, whose mission statement is "Driven to create, to serve and to give"
  • For more than 15 years, Sandra Eggers has been a marketing communications professional, having served clients including Thomson-Reuters, Holiday Inn, the Arthritis Foundation, CNA Life, LaSalle Insurance Services, the Community Foundation for Southeastern Michigan and Kirke-Van Orsdel
  • Her work for clients encompasses both the digital and nondigital spaces
  • Having begun her career as a journalist who gravitated to feature writing, Sandra knows how to tell a compelling story. Her articles have appeared in the Knoxville (Iowa) Journal-Express, The Waterloo/Cedar Falls Courier, Waterloo/Cedar Falls Magazine, Area Business Magazine and ExpertPR
  • In addition to presenting her own marketing seminars, Sandra has shared her practical experience and passion for writing with the Society of Marketing Professionals, The Entrepreneurs Club of America, Eastern Michigan University, The Association of Lutheran Development Executives and the Society of American Pen Women
Writing Copy that TELLS: The What, Why and How-to of Content Marketing
Available on CD format
Course Details
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