content: optimizing the events channel

Content: Optimizing the Events Channel

Presented by:

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Presenters

Patrick CavaSr. Manager

Product and Partner Marketing

Dayna RothmanSr. Manager

Content Marketing

Jesse NoyesSr. Director

Content Marketing

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+600 Customers

Execute Complex Events at Scale

Established SaaS Business

Robust Infrastructure

Proven Platform

Support for Millions of Attendees

Seasoned Team

About Certain

Experience in Enterprise Technology

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UNDERSTANDCapture Data & Measure Event Success• Rich Attendee Profiles• Accurate Event Costs• Event Intelligence

PLAN & MANAGEFlawlessly Execute & Control Costs• Collaboration, Planning,

Sourcing and Budgeting Tools• Event Lifecycle Management

ENGAGEPersonalization & Participation• Personalized Experiences• One-to-One Appointments• Mobile, Social Participation • Consistent Branding

Integrated, Comprehensive Platform

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About Kapost

Kapost is the leading provider of Content Marketing software that enables companies to manage their content marketing as a structured business process.

Through its platform that manages the ideation, production, distribution, audience development and analytics of content marketing, Kapost empowers marketers to generate more content, more traffic and more leads. Kapost customers include brands like Intel, AT&T, mongoDB, and Allstate.

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About Marketo

Marketo provides a leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships.

Spanning today’s digital, social, mobile and offline channels, the Marketo solution includes a complete suite of applications that help organizations acquire new customers more efficiently, maximize customer loyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing’s contribution to revenue growth.

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Agenda

• Why content marketing?• Building the process• Putting it into practice• 5 best practices• Q&A

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Events are Content Delivery Opportunities

• Most effective content marketing channel

• Education/content is the number one reason for attending events

• Every type of participant has content to deliver and consume

Content Marketing Institute's (CMI) most recent report, B2B Content Marketing: 2012 Benchmarks

70% of Attendees evaluate ROI by the quality of sessions-2013 Certain User Conference Survey

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Challenges

• Multitude of content channels within a single event

• Maintaining quality and relevance

• Variety of participant types with unique goals

• Measurement and refinement

? ? ??

VP

Customer

Early StageProspect

Late StageProspect

Analyst

• New Product Releases

• Product Training

• Market Trends

• Thought Leadership

• Product Capabilities

• Differentiators

• Product Usage

• Integration Capabilities

11 ©2013 Certain, Inc. - Confidential

Jesse NoyesSr. Director, Content Marketing

Building The Process

@noyesjesse

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Any Event Marketer will Tell You,You Need a Good Checklist

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What Can Content Do for Events?

1. Drive registration and attendance

2. Drive engagement and interaction

3. Drive leads and sales opportunities

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Treat Your Content Like Campaigns

There’s a “before.”

There’s a “during.”

And there’s an “after.”

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Gather Your People

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Know Your Buyer

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Sketch Out Your Campaign

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Schedule Your Content Pieces

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Set Your Tasks and Keep Track of Deadlines

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Collect Feedback

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What’s Your Engagement Strategy?

1. Live tweeting and blogging2. Use hashtags3. Social ads with relevant content

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Finish Strong

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Give Sales a Chance

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Go After Longtail Value

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Track What Worked (And What Didn’t)

1. Blog stats and inbound activity

2. Email opens and click-throughs

3. Tweets, likes, shares

4. Sales opportunities

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Recently, at Kapost…

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Let’s Review

1. Take a checklist approach to content2. Think of content like campaigns3. Gather your people – collaborators and

approvals4. Create workflow – tasks, schedules, and

campaign synopsis5. Track what works – and what doesn’t

28 ©2013 Certain, Inc. - Confidential

Dayna RothmanSr. Manager, Content Marketing

How Marketo Does Content for Events

@dayroth

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Promoting Your Event Presence with ContentWhat does your event presence look like?• Expo hall• Speaker sessions and other thought leadership• Ancillary events

• Parties?• Customer events?• Breakfasts/lunches, etc?

• Contests (pre-event, during, and after)

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Targeting and Segmentation

Who is attending your event? Do you have content speaks to your different personas?• Targeted event content for different attendee

audiences• Targeted email sends

• Executive • Practitioners• Customers• Prospects

• Targeted session tracks• Executive• Practitioner• Partner/customer

Pre-Event Content

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Infographics

Amplify your presence and engage your audience in a fun way.

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Blog Posts

• Session information• Expo hall information• Event best-practices• City best-of lists• 1-2 blog posts per week starting 3 weeks out from event

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Event Planning Best-Practice Content

• Provide helpful best practices for how to have an incredible event presence

• Help partners and customer ramp-up for an event• Help attendees get the most out of their experience

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Pre-Event Content Promotion • Include content in email promotions leading up to event• Promote content on social channels• Create PPC ads linking to your event content• Include partners and customers in your content and have them

help promote

Content During an Event

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Booth Content

• Go beyond the datasheet!• Print out an infographic• Print out an ebook (as long as it is engaging!)• Offer a USB with your high value content• Offer any books your employees have written

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Live Blogging

• Session recaps• Keynote recaps• Photo posts• Expo hall musings• Influencer interviews

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Visual Notetaking

• Visual representation of your session content• Extends the conversation and builds buzz• Enables a better understanding of key takeaways• Gets attendees to look up from their devices!

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Influencer, Customer, and Partner Interviews• Interview influencers on an industry-related topic and

film (or blog) their answers• Interview customers to get testimonials • Interview partners or have them involved in an event

video

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Event Photography

• Capture attendees having fun!• Show off your event presence • Do daily photo recaps and post on social channels and

Slideshare• Use photos for additional post-event content

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Session Content

• Design session tracks based on:• Persona• Interest • Buying stage

Content After an Event

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Wrap-Blogs

• Summary wrap-ups of:• Sessions• Expo hall• Photos

• Include wrap-up posts in event follow-up emails and on social media

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Session Recordings

• Every session should be recorded—live and virtual• Send out recordings to attendees/registrants• Create a resource page for your recording• Promote your recording on social channels• Include recording in lead nurture tracks

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Ebooks and Other Content Assets

• Collect quotes from attendees (customers and partners)• Quotes can be about your product or service OR they can

be about best practices

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5 best practices for a modern sourcing strategy

1. Understand your audience2. Build a plan for the entire

event lifecycle3. Target and personalize your

content to the audience4. Repurpose!5. Track what works – and what

doesn’t – refine.

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Resources

User Conference Whitepaper: Technology Guide to Exceptional User Conferencesdiscover.certain.com/exceptional-user-conferences-tech-guide.html

Marketo’s Definitive Guide to Event Marketing: marketo.com/definitive-guides/event-marketing/marketo.com/resources/

@certain @kapost @marketo

Kapost’s Blueprint of a Modern Marketing Campaign: Streamline your content marketing efforts into a structured and successful systemkapost.com/landing/blueprint-of-a-modern-marketing-campaignkapost.com/resources/

Personalized Event Experiences Whitepaper: Designing more powerful and productive event experiences for all participantscertain.com/index.php/resources/white-papers/personalized-event/l

Powering Connections. Accelerating Business.

THANKS!!

@certain @kapost @marketo