Don't get lost in brainstorms. Clarify your brand strategy and develop unique content ideas in twelve easy (and fun) exercises designed by a veteran strategist who's developed content for Amazon, Box, Adobe, MetLife, and many more.
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
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The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Who you are: A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
Who you are: A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
Who you are: A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
High resolution printouts for each activity, so participants can keep their own notes (PDF)
How to Run This Workshop: a 25-slide deck (Canva and Google Slides) with tips, tricks, and advice for running the workshop with your team
Faris Yakob
Author, Paid Attention
Graydon Gordian
Head of Marketing, Fractal
Tyler Bradshaw
Head of Content, MetLife
The workshop begins with aligning on who you are as a brand. By centering on your unique attributes, we can develop powerful content ideas that your competitors can't copy.
1. Purpose: What greater good are you striving towards?
2. Vision: Where are you going?
3. Values: What do you believe in?
4. Personality: If your brand were a person, who would it be?
5. Voice: How does your brand speak to others?
6. Principles: What are your motivations?
Next, we turn to defining your audience, accounting for competing messages, and clarifying what exactly you're trying to get your potential customers to do.
7. Audience: Who are you talking to?
8. Competitors: Who else is talking to them?
9. Goals: What are you trying to get your audience to do?
With your identity and your audience in mind, we develop powerful content ideas that are unique to you.
10. Themes: What do you want your audience to know?
11. Topics: What interests do you and your audience share?
12. Story Ideas: How are you framing the conversation?
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It can be really tough to get a marketing team, a content team, or leadership to align on brand and content fundamentals. That's why I developed this workshop—to make that process easier, so you can have geater confidence in your creative process. And so, in my experience, this workshop will be extremely useful for any team or organization that wants to:
— Clarify its brand
— Build a new brand (e.g., a company or a product)
— Get everybody on the same page about brand, audience, competitors, and/or messaging
— Develop new and consistently effective content ideas
— Create greater team cohesiveness
— Sell a creative idea or strategy to leadership
You can do this workshop with as few as two people, and I'd say nine is about the limit of active participants. Five to seven is the sweet spot. Most of my clients use this workshop as an internal marketing activity, where the marketing or content leader is in the room to help align the team and play the role of tie-breaker or "decider". But it's also the case the same teams use this workshop to organize their thoughts and present the results to leadership for discussion and sign-off. Most importantly, everybody in the workshop needs to participate. No passive participants!
There are twelve activities and each activity is designed to take 30 minutes, including the introduction and reviewing directions. That's 360 minutes, or six hours. But you'll also want to build in 15 minute breaks for every 90 minutes of workshop, plus a 60-minute lunch. With a 15-minute buffer at the beginning and the end, you're looking at a full 8-hour day. Don't skimp on the breaks! They're hugely important for keeping everyone engaged. You can also break this workshop into several sessions across multiple days. Whatever works best for your org.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
More questions? Shoot Steve an email and he'll get right back to you.
ContactEverything you need to run the workshop for your team
All 12 workshop activities with instructions and examples for each (PDF, PPT, Keynote, and Miro)
High resolution printouts for each activity, so participants can keep their own notes (PDF)
How to Run This Workshop: a 25-slide deck (Canva and Google Slides) with tips, tricks, and advice for running the workshop with your team
One optional 30-minute meeting with Steve to discuss workshop activities and logistics
