September B2B Content Marketing Workshop


B2B Content Marketing Workshop


This event is currently sold out; to be added to a waiting list, please email [email protected]


Thursday, September 20, 2018

8:30 a.m. – Registration
9:00 a.m. – 12:00 p.m. – Workshop and Q & A

Fueled Collective Downtown
401 400 S 4th St, 1411
Minneapolis, MN 55415

B2B buyers have a lot at risk. They have to balance the competing needs of multiple stakeholders while ensuring ROI for the C suite.  They need to know that the vendor aligns with their values and will take responsible if something goes wrong. For these reasons and more, trust in brand is a top B2B purchase driver. While establishing trust with a new prospect may seem daunting, it begins quite simply by providing content that is most helpful to their decision-making process.

During this 3-hour “how to” workshop, Patty Radford Henderson will be sharing her customer centric approach to creating a holistic and persuasive B2B content marketing program. She will cover core B2B target audience segments and how their content needs change throughout their decision-making journey. She’ll walk through the sources that are most trusted and the types of content that are most persuasive and why.

This workshop will provide an overview of her methodology for B2B content planning and include examples, templates, recommended tools and hands-on exercises.

To be covered:

  • target audience segmentation
  • customer content need modeling
  • product information
  • editorial and educational content
  • endorsement strategies
  • content programming
  • editorial planning
  • measurement and optimization

At the end of this workshop you will have the know-how and the tools needed to develop a strategic content plan for your B2B brand.

Who is this event ideal for?

  • Beginning B2B content marketers
  • Mid-level B2B marketers wanting to identify gaps in their current content program

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SKU: SEPT-WKSHP-2018 Category:

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 and consulting on brand and content strategy.

Thanks to our sponsors!





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Pre-registration Fees:

Members = $99
Student Members = $99 (with a free membership)
Non-members = $149

Walk-in Fees:

Members = $149
Student Members = $149
Non-members = $199

Pre-registration closes on Monday, September 17th at midnight prior to the event at which point walk-in registration fees will apply for members, student members and nonmembers.

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.