MIMA Workshop: Content Strategy – SOLD OUT

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Thursday, August 24th

8:00 - 11:00 AM @ North401 Studios

MIMA Workshop: Content Strategy

MIMA is proud to present a brand-new offering starting in 2017 - the Workshop Series. Our workshops are all about taking a deep dive on a specific digital marketing topic with accelerated, hands-on training brought to you by an expert thought leader. Expect a blend of strategy and tactics, with practical learning and tools you can start applying right away to move your career forward.

August 24th Workshop: Content Strategy
A Data-Driven Approach to Content Strategy and Brand Building

Content is the heartbeat of a brand’s marketing efforts and has the power to both differentiate and amplify a brand’s value in the customer’s eyes. When everything is aligned, content marketing can boost awareness, solidify positioning, drive consideration and conversion and ultimately foster loyalty and brand advocacy. The first step in achieving success is articulating your strategy and the topical categories to focus on, so that you can align the team and test it out.

During this 3-hour “how to” workshop, Patty Radford Henderson will be sharing her data-driven approach to creating a customer centric content strategy. She will cover the foundational marketing planning components needed to ensure your strategy is on brand, will differentiate you from the competition and will resonate with your target audience.

This workshop will include an overview of her proven Topic Mapping™ methodology along with examples, templates and recommended tools.

To be covered:

  • brand insight
  • customer content need modeling
  • search and social topic research
  • customer personas & journey maps
  • competitive insight
  • brand positioning
  • marketing platform
  • content strategy
  • topic and channel plan

At the end of this workshop you will have the know-how and the tools needed to develop a strategic content plan for your brand.

Who is this event ideal for?
• Beginning content marketers
• Anyone charged with developing brand content who is working without a documented content strategy.

Thank you to our sponsor WARC - a global online resource with over 60,000 best practices and case studies from the world’s leading brands. We help marketers at over 1,000 agencies and brands stay focused on proven approaches and maximize returns on advertising investments.

And thank you to  North401 Studios for providing the space to hold the event. North401 Studios is the newest rental content creation studios in the heart of downtown Minneapolis. The perfect space for creative development, photoshoots, brainstorms, and events alike.



Patty Radford Henderson

Patty is a seasoned marketer with a proven track record of delivering top and bottom line results for national brands. She’s spent half her career on the corporate side and the other half on the agency side with leadership positions at Juut, Target, Regis Corporation, Martin|Williams, Colle & McVoy and Magnet 360.

Ever since her very first job out of college Patty’s marketing efforts have revolved around content and editorial planning. Over the course of her career she has honed her methodology for pulling actionable insight from big data to gain a deep understanding of the customer’s needs, mindset, habits and influences. This methodology combined with her broad base of experience helps her quickly assess business opportunities and architect plans for growth.

In 2013, she co-founded Union Park Marketing a digital agency which became known for content strategy and owned channel optimization. During its three years in business, Union Park grew, was profitable and achieved $1.5MM in annual sales.

Currently, Patty is working on development of a smart marketing calendar platform, documenting her “Topic Mapping™” methodology for an upcoming book and consulting on brand and content strategy. www.radfordhenderson.com

Event Details

Date & Time
Thursday, August 24th
7:30 - 8:00 am - Registration
8:00 - 11:00 am - Workshop and Q&A

North401 Studios
401 N 1st Ave
Minneapolis, MN 55401

Pre-Registration Fees
Members = $99
Student Members = $49
Non-Members = $149

Walk-In Fees
Members = $120
Student Members = $70
Non-Members = $170


Noteworthy Details

Cancellations received by the office at least two business days prior to the event are eligible for a refund of the registration fee. No refunds will be provided for cancellations received fewer than two business days prior to the event. No-shows will be billed for any unpaid registration fees.


If you have registered, are unable to attend, and would like to give your co-worker your "ticket," please note that a pre-registered member to non-registered member switch-out is free. Switch-outs from members to non-members will execute an invoice to the attendee for payment after the event.


Please note: Audience photographs may be taken at this event. By nature of your attendance, you are granting permission for your image, voice and likeness to be used for marketing purposes.