MIMA Workshop: Content Strategy

This event has expired

Thursday, June 15th

8:00 - 11:00 AM @ North401 Studios

MIMA Workshop: Content Strategy

This workshop is sold out. But we're already busy planning an encore. Stay tuned for more details.

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 full immersion blending strategy and tactics, with practical learning and tools you can start applying right away to move your career forward.


June 15th Workshop Topic: 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 content marketing success is articulating your strategy 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, case studies, templates and recommended tools.

To be covered:

• brand audit
• pulling customer insight from search and social data
• customer personas & journey maps
• competitive analysis
• brand positioning
• messaging architecture
• marketing platform
• content strategy & engagement plan
• editorial calendar
• program measurement & 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 brand.


Who is this event ideal for?
• B2B and B2C marketers
• Marketing professionals with 3+ years of experience
• Digital marketers, content marketers, business owners, entrepreneurs, agency account managers and strategists, social media managers and anyone who develops brand content today or wants to integrate content into future plans.

Thank you to our sponsor North401 Studios - 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

This workshop is sold out. But we're already busy planning an encore. Stay tuned for more details.

Date & Time
Thursday, June 15th
7:30 - 8:00 am - Registration
8:00 - 11:00 am - Workshop and Q&A

North401 Studios
401 N 1st Ave
Minneapolis, MN 55401

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


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.