Using Events As Content Marketing
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It's the power of story. Discover how to transform your event into a storytelling factory, engaging your prospects and customers in all the right channels with the right messages. A recent report showed that 9 out of 10 organizations market with content regardless of their size or industry. 62 percent of those B2B marketers use events as an important tactic in their marketing strategy. In fact, face-to-face events is the third most popular form of content marketing behind social media and articles. Discover how to position your event as a memorable content marketing experience.
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Using Events As Content Marketing
- 1. Drape Your Event In The New Black: Content
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- 6. 1. Discuss what attracts people to content 2. Define content marketing & how events fit in CM mix 3. Identify 5 key components of events as content marketing 4. Explore what defines rich content marketing event experience Peer2Peer 6
- 9. Enormous opportunity to engage w/ new clients © 2011 Institute of Food Technologists
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- 13. 60% plan to increase their spend on content marketing 13
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- 15. Other strategies 79% Article Posting 74% Social Media 65% Blogs 63% eNews 58% Case Studies 15
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- 17. Content: Information Annuity Jay Baer 17
- 18. Content: The Ultimate Gift That Keeps On Giving Marcus Sheridan 18
- 19. Advertising is a luxury, But content is survival. Joe Pulizzi 19
- 20. Old-School Way Interruption, broadcast push, bugging © 2011 Institute of Food Technologists
- 21. No longer chase after
- 22. New-School Way Pull, attract, entice
- 23. What attracts people to content? Peer2Peer
- 24. Customer-focused © 2011 Institute of Food Technologists
- 25. Authentic © 2011 Institute of Food Technologists
- 26. Compelling © 2011 Institute of Food Technologists
- 27. Entertaining © 2011 Institute of Food Technologists
- 28. Surprising
- 29. Valuable
- 30. Fun
- 31. Interesting
- 36. Cultivate base of fans move lurkers engaged participants
- 37. Loyal customers, fans ambassadors, advocates
- 39. Content Marketing: Umbrella term encompassing all marketing formats that involve creation & sharing of content w/ purpose of engaging current & potential customers
- 40. Content Marketing: Umbrella term encompassing all marketing formats that involve creation & sharing of content w/ purpose of engaging current & potential customers
- 41. Content Marketing: Content: creation of great story Marketing: act of buying & selling in a market
- 42. Types of Content Marketing:
- 43. Types of Content Marketing: Articles Social Media Blogs eNews Case Studies
- 44. Types of Content Marketing: Videos White Papers Webinars Microsites eBooks, Research Papers
- 45. • What type of events have you experienced that were used for content marketing? 45
- 46. Truvia Voyage of Discovery
- 47. 5 Keys Of Events As Content Marketing
- 48. 5 Keys Of Events As Content Marketing 1. Relevant Valuable Story editorial, informative, education, entertaining
- 49. 5 Keys Of Events As Content Marketing 1. Relevant Valuable Story editorial, informative, education, entertaining 2. Marketing-Backed Underlying marketing & sales objectives
- 50. 5 Keys Of Events As Content Marketing 3. Behavior-Driven Seeks to change attitudes, actions, behavior
- 51. 5 Keys Of Events As Content Marketing 3. Behavior-Driven Seeks to change attitudes, actions, behavior 4. Integrated w/Many Platforms Print, digital, audio, video, social media
- 52. 5 Keys Of Events As Content Marketing 5. Targeted Targeted at specific audience
- 53. 5 Keys Of Events As Content Marketing 5. Targeted Targeted at specific audience Bonus: Multi-Sensory Engages sight, sound, smell, taste, touch
- 54. 5 Keys Of Events As Content Marketing 1. Relevant Valuable Story 2. Marketing-Backed 3. Behavior-Driven 4. Integrated w/Many Platforms 5. Targeted Bonus: Multi-Sensory
- 55. • Which of these keys are you good at doing? • Which do you need to improve? 55
- 56. 5 Keys Of Events As Content Marketing 1. Relevant Valuable Story 2. Marketing-Backed 3. Behavior-Driven 4. Integrated w/Many Platforms 5. Targeted Bonus: Multi-Sensory
- 57. Goals For Content Marketing
- 58. Goals For Content Marketing 1. Brand Awareness 2. Customer Acquisition
- 59. Goals For Content Marketing 1. Brand Awareness 2. Customer Acquisition 3. Lead Generation 4. Customer Retention/Loyalty
- 60. Goals For Content Marketing 5. Thought Leadership 6. Engagement
- 61. Goals For Content Marketing 5. Thought Leadership 6. Engagement 7. Sales 8. Lead Management/Nurturing
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