Are you headed to SXSW Interactive? If so, mark your calendar and RSVP to the workshop that I’ll be hosting on Sunday, March 15: “Why Editorial Calendars Make Your Content SUCK.” If not, simply fill out this form and we’ll be in touch to get the experience to you!
The premise of the workshop is that as brands have continued to become publishers, they have adopted the journalistic gold standard: the Editorial Calendar.
But there’s a problem. These calendars – which often become no more than content organizers and project management tools – can result in lackluster content that is detached from business objectives. Instead, they often focus on filling social feeds with posts about obscure holidays or engagement “bait.” It’s time to consider killing or at least innovating the Editorial Calendar.
In my workshop, we will explore how to shift content development from being based on editorial whims to three new models: consumer-inspired, data-driven and conversation-led. Attendees will leave with content development methodologies and hands-on experience developing content that better aligns with audiences’ interests and the business objectives within their organization.
In order to give participants an opportunity to put their new skills to the test, we have proudly partnered with the Ad Council, the pre-eminent non-profit organization dedicated to improving the lives of all Americans through public service advertising. The workshop will include a live briefing from the Ad Council’s Amy Gibson-Grant who is the VP, Campaign Director responsible for the Shelter Pet Project.
Amy will help participants understand the public service campaign designed to increase the incidence of adoption of shelter pets, which is backed by The Humane Society and Maddie’s Fund. Then, small groups will have the chance to compete in a content hackathon to generate new, extraordinary content ideas for the campaign. Teams will pitch to a panel of judges, then a winning team will be selected and its ideas will be implemented by the Shelter Pet Project.
If you won’t be at SXSW or can’t get a spot on the RSVP list (the wait list is already a bit long), don’t worry! Simply fill out this form and we can arrange a follow-up experience for you and your organization shortly after SXSW.
Session: Why Editorial Calendars Make Your Content SUCK (SXSW RSVP)
When: March 15, 2015, 11:00am – 1:30pm
SXSW Interactive 2015 (Badge/RSVP Required)
JW Marriott | Salon F
110 E 2nd St | Austin, TX
Ben Grossman | VP, Strategy Director | Jack Morton Worldwide
Amy Gibson-Grant | VP, Campaign Director | The Ad Council