Writer Training

In addition to her role as Chief Content Strategist, Molly Castelazo loves to help people learn the principles of content strategy, development, and marketing. Molly has conducted writing training in various capacities for a wide variety of audiences. Here are some of the typical training programs Molly has conducted in the past. To explore how we might craft a training to meet your needs, contact us.

Are You a Recognized Thought Leader? (If Not, You Should Be.) Why Thought Leadership Matters and How to Make It Happen – An Interactive Workshop

Target Audience: C-level executives

Description: Thought leadership is content – articles, videos, blogs, social media, whitepapers, podcasts – that provides value to the reader, viewer, or listener. For companies, thought leadership content positions the company as the authority, and done right can both generate leads and convert them. People reject being sold but respond to being informed; thought leadership content that provides valuable, actionable information is the only way to market. For individuals, thought leadership content is a way to build your personal brand, and to give back by sharing your trials and triumphs with others.

This interactive workshop helps CEOs:

-Understand the benefits of thought leadership – for your company and for you
-Learn how the process of thought leadership development should work
-Learn about resources that can help make thought leadership content development and   marketing easier

It’s All About the Audience: Using Buyer Personas to Drive Content Strategy, Development, & Marketing

Target Audience: Marketing and corporate communications professionals

Description: Developing effective content is about producing a message in a format that will resonate with your audience and compel them to action. The most brilliant content in the world is useless if it doesn’t do that. In content development, the audience is never a failure. It’s all about the audience.

In this presentation Molly leads attendees in a conversation about how to “get to know” your audience (or, more formally speaking, develop Buyer Personas). And then how to use those Buyer Personas to strategize, develop, and market content that will attract new prospects and then convert those prospects into buyers.

Attendees learn how to:

-“Get to know your audience” and develop Buyer Personas
-Use Buyer Personas to determine the most effective type of content to develop
-Craft a message that will resonate with your Buyers and compel them to action
-Determine the best outlet to publish and share your content
-Find out where your Buyers are so you can join their conversations.

Molly uses real-life client examples to demonstrate the power of using buyer personas to drive content strategy, development, and marketing. Plus, attendees get a front-row look at the Messaging Matrix, a proprietary tool we use to align Buyer Personas with content strategy.

Content Is Queen – Learn How to Leverage the Power of Whitepapers, Blogs, and Articles to Attract Prospects and Convert Them to Clients

Target audience: Business owners, directors of sales and business development, marketing managers, and others responsible for attracting new prospects and converting prospects to clients

Description: For the last several decades, marketing has been all about push – pushing your products or services onto prospective clients.  Push hard enough and often enough, the thinking was, and your prospects are bound to buy from you.

That has changed. Now, successful marketing is all about pull. Online, that means your website and your key social media pages (Facebook, LinkedIn, Twitter) have got to be powerful magnets that attract prospects to you. Then, they’ve got to convert those prospects into clients.

How? With relevant, engaging content. Once again, content is king (or queen, as we like to say). High-quality content – in the form of whitepapers, articles, blog posts, videos, webinars, infographics – is what will attract prospects to you in the first place. And, when done right, it can be a critical element in converting those prospects into clients.

Attendees learn how to:

-Develop content that is relevant and engaging for your prospects
-Leverage that content to attract prospects onto your website and into your social networks
-Use content effectively to convert prospects to clients

Molly uses real-life client examples to demonstrate the power of content, and offer easy-to-execute tips on how you can leverage the power of content in your business.

Individual/Small Group Intensive Writing Course

Target audience: Individuals whose jobs require writing articles, whitepapers, case studies, etc.

Description: Originally developed for researchers with the U.S. Postal Service Risk Analysis and Research Center, this workshop can be tailored to meet the needs of any individual or small group of business writers looking to quickly and measurably improve writing efficiency and quality.

The course objectives as originally designed include:

-Demonstrate mastery of standard grammar and writing mechanics
Ÿ-Communicate clearly, concisely, and effectively for different types of audiences and purposes
-Incorporate process (research, invention, organization, writing, revision, and editing) into all writing tasks

Effective Communications – Course Taught for the Masters of Accountancy Program at the W. P. Carey School of Business at ASU

In 2012 Molly developed a curriculum for the first-ever communications course offered to masters students in the School of Accountancy at the W. P. Carey School of Business at ASU. Molly has taught three sessions of the course. The purpose of the course is to teach students how to communicate effectively in their coursework and then in their professional capacities as tax and accounting professionals.

After completing this course, students should:

-Demonstrate mastery of standard grammar and writing mechanics
-Communicate clearly, concisely, and effectively for different types of audiences and     purposes
-Incorporate process (research, invention, organization, writing, revision, and editing) into all writing tasks
-Communicate effectively in a range of oral presentation situations
-Design PowerPoint slides that will maximize the effectiveness of oral presentation

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