How does a company make the leap from a repetitive broadcaster of a sales pitch to become an innovative publisher on the Web? How do you know what to say? How can you create stories and videos and blog posts that people will love? How can you cultivate fans and spark devotion? How can your ideas ignite your business? How do you know if it’s working? Blogs, YouTube, Facebook, Twitter, and other online platforms are giving organizations or every size an enormous opportunity to engage directly with your customers. That’s a lucky thing: because instead of creating awareness about your company or your brand solely the old-school way (through annoying people with advertising, or bugging them with direct mail, or interrupting them with whatever), you now have an unprecedented and enormous opportunity to leverage social media platforms to engage with and develop an audience of raving fans.

Topics include:

• What is content and how can my company leverage it?
• What companies that are deploying content properly with measurable results?
• How can I get my organization/company to start thinking more smartly about using content?
• What does it take to develop compelling content?
• How is the world of content changing?
Instructor: John Heaney
Twitter: @johnheaney
Date: February 22nd, 2010

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