2022 Trailblazer Award Winner
ELEVATOR PITCH:
TMSA Affiliate Member Partnership produces “How to Write Killer Content in 1 Hour or Less” Presentation ELEVATOR PITCH: Conrad Winter is a logistics industry copywriter who is a ‘behind the scenes’ force for TMSA. As volunteer pro-bono work, he has written countless blogs and other content pieces for TMSA, serving on TMSA’s Marketing Committee. Recognizing both his work and also his expertise, Jill Schmieg of Sol de Naples Marketing, also a TMSA Affiliate Member, approached Conrad to raise his profile among members by delivering a presentation at TMSA’s Annual Conference in October 2021. Together, the two content aficionados hammered out an innovative, yet proven approach to content development, ultimately coining a presentation entitled “How to Write Killer Content in 1 Hour or less”. The presentation features 5 approaches to content development, and proposes a simple 3-step process to bring to market each type of approach. As a bonus, the presentation also shares tips for repurposing content and securing content contributors. Conrad Winter delivered the presentation for the first time at TMSA’s Annual Conference in October of 2021 in Nashville, TN. It was the highest-rated break-out session of the conference, receiving a 4.8 out of 5 satisfaction rating, and because of that, Conrad was invited to share the presentation through a TMSA webinar in February of 2022. Jill and Conrad teamed up once again to co-present the webinar, which had the highest number of registrants (159) and attendees (88) of any TMSA webinar from the preceding year. The session was so successful, in fact, that there was not enough time to address the number and diversity of attendee questions. So, true to the partnership, Jill has invited Conrad to co-host a follow-up TMSA Virtual Roundtable on April 21, 2022, whereby all follow-up content questions can be vetted through a peer sharing, online discussion group.
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
The original goal of this presentation was to share valuable, educational content with TMSA members in the area of content marketing, aligned with TMSA’s educational agenda. While the original purpose of the presentation was educational in nature, it turned into a ‘lead generation’ machine for months to come, whereby attendees at the in-person presentation (Oct. 2022), the webinar presentation (Feb. 2022) and the Virtual Roundtable (April 2022) all become new potential business prospects for two of TMSA’s most dedicated Affiliate members. Specific, measurable results show that the Webinar presentation yielded the highest number of registrants (159) and attendees (88) of any TMSA webinar from the preceding year.
BLAZING A TRAIL!:
What’s fascinating and innovative about what happened with this project is that what was to be a one-time, in-person presentation became much more. We used audience feedback and engagement results opportunistically to determine how else the presentation could be used, and future uses were even more successful than the original one! Innovation sometimes happens organically, you just have to be paying attention and listen to what you’re hearing!
