Masterclasses Workbooks

Thanks for choosing to attend one of our Masterclasses at Digital Summit! You’re welcome to attend either of the two Masterclasses.

Please download the workbooks (click on the buttons below) to the laptop or tablet device you plan to bring with you to the event. Be sure to download it prior to the event to save time (and WiFi bandwidth) on site. You’ll want to have it with you to get the most out of the Masterclass.

Building Blocks for Content That Rocks​
Advanced Facebook & Instagram Advertising in 2019 & Beyond

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Day 1 Tuesday, October 01

10:00 am - 4:00 pm

Building Blocks for Content That Rocks

  • Tamsen Webster, The Red Thread
  • Tamsen Webster

We’ll cover topics including:

  • SITUATION – How to define your primary audience and its mindset: what they want, value, and struggle with
  • SUBSTANCE – How to define the big idea of the content; how to identify your content’s Red Thread® (the differentiating core message); how to determine the five key elements that serve as the minimum viable case for your idea
  • STRUCTURE – How to build a draft storyline for your content; how to anticipate and overcome objections; how to use structure to keep your audience interested and engaged
  • SUPPORT – How to make your content come alive; where and how should you use data, concepts, stories, and exercises
  • “STRETCHING” – How to adapt your core message for additional audiences and for various stages of the consumer journey; how to create a “message matrix” to brainstorm consistent, but compelling, content ideas
  • STYLE – How can you make this process, and your content, truly fit you? How can you make the most of your own individual style to engage and empower the audience?

After this workshop, you’ll be able to:

  • Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
  • Identify the five key concepts that create a Red Thread® (your content’s core message) and how to use them to title, structure, summarize, and write your content
  • Develop outlines for content anywhere from 100 to 10,000+ words
  • Explore and adopt the four Message Mindsets to add variety and interest to your content
  • Create a “swipe file” for endless inspiration
  • Apply a Message Matrix to help you adjust your message across audiences and applications, as well as to match the consumer journey

This session is for marketers and content creators:

  • Responsible for the day-to-day communication of company messages that convert current and potential clients and customers
  • Fluent in the company’s overall brand, vision, values, and mission
  • Well-versed in the goals, challenges, and behaviors of current and ideal customers and clients
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Advanced Facebook & Instagram Advertising in 2019 & Beyond

  • Tim Halloran, Aimclear
  • Tim Halloran
  • Audit a Facebook Ads Manager account & troubleshoot common issues
  • Revitalize your creative & seize your audience’s attention
  • Scale accounts correctly
  • Increase your customer’s lifetime value or average order value
  • Choose campaign types, audiences, and creative for every part of the funnel
  • Understand the differences between ad types, bidding optimizations, and ad placement
  • Fit the newest types of ads and placements into your marketing strategy
  • Accurately split test your ads, audiences, and campaign objectives
  • Dive into Facebook Analytics and custom reporting
  • Understand the disparities between platform attribution problems
  • Choose the best paid social tactics and processes for your brand
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes
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A certificate of completion is available for all Masterclass attendees

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