Content Marketing for Event and Meeting Professionals
1. A Hands-On Guide to Leveraging Content to
Meet Your Business Goals
2. Jan. 15 2013 2
Learning Objectives
• Explain different types of marketing strategies.
• Demonstrate why blogging is crucial for your business.
• Understand the goals of blogging.
• Describe the qualities of a good blog.
• Find your blogging personality.
• Know how to create and promote your blog.
• Declare yourself a creator.
3. Jan. 15 2013 3
Session Agenda
• About Us
• Marketing Strategy Overview
• What is Content Marketing?
• The Value of Blogging
• Blogging Success Guide
• Blogging Best Practices
4. Jan. 15 2013 4
About Us
Trevor Lynn Dan Berger
• Marketing Guru • Founder/CEO
• Former Analyst at • Former Congressional
LivingSocial Aide
• Ohio native • Special Events
• American University organizer
• New Yorker
• Georgetown
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Blogging becomes more valuable over time
Content value
Time
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The Value of Blogging
Acquiring Customers Web Traffic Advertising Cost
57% 55% 62%
of businesses acquired increase for companies less per lead than
a customer through that blog traditional marketing
their blog
Source: HubSpot
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(Re)defining Your Blog
• Set a Goal
• Differentiate
• Schedule
• Find a niche
• Source topics
• Build an audience
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Defining Your Blog: Source Topics
Write a How-to
Guide Hold Contests
Answer Questions
Comment on
Industry News
Case Study from a
Client Engagement
Review Local Host Guest
Destinations Bloggers
Interview Industry
Leaders
24. Jan. 15 2013 24
(Re)defining Your Blog
• Set a Goal
• Differentiate
• Schedule
• Find a niche
• Source topics
• Build an audience
25. Jan. 15 2013 25
Defining Your Blog: Build an Audience
Make Sharing Easy. Nurture a Community. Bring them Back.
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How do you connect content to revenue?
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It’s not this easy…
Content Revenue
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Connecting Content to Revenue
Expanding
Your Network
Brand
Awareness
Market
Validation
Content Revenue
Traffic
Paying it
Forward
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Earn
Trust Two-way
exchange
Provide Be
Value Generous
Notas del editor
By the end of this session you will be able to…
Content that can't be found anywhere elseunique perspective or insightPeople don't have time to research the topic you know about so your value is providing them valuable research/experience in a concise format
blogging is like jogging - pays off in the long runMost important part of blogging is consistencyMake a schedule you toFind another friend that blogs and hold each other accountablecan stick66 days to form a habit
"Dig a well”Blog about what you knowCreates the strongest reader basetake the most important topic in your niche and make it a regular column
answer questionsHow to guidescase study of YOUR eventreview local(!) venues, products, companiescomment on current events/news in industryengage readers with Q&A sectioninterview industry leadershold contestshost guest bloggers
Tools for sharing -make it easy for people to share -triberrWhere your readers are -find like minded communities -guest postingKeep them -newsletter signup -respond to comments
Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
Social Tables Blogger NetworkIndustry experts in very specific niches -meetings, hospitality, technology, marketingTrusted resource to continue educationNot a blog for SEO
Earn trust through qualityProvide value by informing, educating, and entertaining. Helpful is the new viral.Two-way exchange of information. Make your content a conversation and engage your readers.Be generous by providing your insight, thought, guides, tutorials for FREE. You have to give