how to develop a good looking content marketing plan

How to develop a good looking content marketing PlanRicardo Molina – Co-founder & Director - BrightBull

About BrightBullWe are a B2B marketing agency and consultancy reinvigorating the way in which B2B event companies generate leads and revenue through inbound marketing.

Our team has been developing event marketing strategies and campaigns for over 15 years focusing on the results that matter most to events businesses, growth and revenue.

Trusted by:

#ppaconnect www.brightbull.co.uk/ppaconnect @BrightBull

Objectives of Content

#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

Leads

Traffic

Evergreen Content

Engage = Adding value = Not about your event

SEOSocial media engagement

The Boss

Time

Resources

Obstacles to creating content

How to sell This to the big boss

#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

Great Content

but I need to

sell my stuff?#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

96% of website visitors

are not ready to buy

Source: HubSpot

50% of qualified leads are not ready to

purchase immediately.

Source: Gleanster

Blogs attract traffic to your website & drive SEO

Each blog has a link to downloadable ebook

Every content asset will contain CTA to

Lead Generation + event website

All leads will be sent event information

many times

Each blog will have a CTA to your event too

Leads will be on your DB to promote other events too

This model works

#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

A simple Content Marketing amplification Plan

#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

The goal is to repurpose the same content and create as many assets as possible

RawVideo

It is not rocket science.

It is meant to be simple

#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

A blueprint we devised internally and we follow it with all our clients

Content Assets

15+

RawContent =

At least 3 months worth of content. 1 every week

#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

Applies to any content generated from events or even your own publications

Presentationsfrom speakers

Event programmes

Conversations with potential speakers at research stage

#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

RawContent

Blueprint

eBook

Slideshares

Infographic

Interviews

4min Videos

15 2 2 1

Speakers, end users,

reaseach calls

Lead Generation at Top of Funnel

ebooks

Based on ebook + Stats gathered

If you have footage

Most event businesses stop here, and dump all content somewhere on their site with everything behind a gate

- Content is not picked up by SEO

- There is no visibility for the user

- No value add- You are not driving

additional traffic to your site- This is no lead generation

campaign

#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

Amplification#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

Our own case study: When you blog sporadically vs blogging consistently

It is meant to be simple

The blog

RawContent

Your blog is your tool

eBook

Slideshare

Infographic

Blog

Interviews

Blog Blog Blog

15

15

2

2

2

2

1

1Blogs

20

Groups Profiles Company

D1 D2 D3 D4 D5 D6

Event Website / Blog

1Blog

Actions to promote blog

Resist the temptation to sell event

The aim is to drive traffic to site and add value through content

Content

1

Drag picture to placeholder or click icon to add

Add CTAs in your blog page + Links to your event

The Tech tools That will make this very easy

#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

Tools: Blogging

Your own CMS will have one

Tools: Content and Blog Writing

Tools: Simple Design of Content Pieces

Self-serve

Tools: Landing Page Design + Forms

Your own email

platform

Tools: Amplifying

Aggregator with amplification

Tools: SEO

Not cheap but very good

Thank you!Ricardo Molina - @brightbull

Ricardo@brightbull.co.uk

Download the slides here:

info.brightbull.co.uk/techfestImage credits:

https://www.flickr.com/photos/wscullin/3770016707https://www.flickr.com/photos/7953061@N02/14265784357

https://www.flickr.com/photos/92414546@N04/14441260000https://www.flickr.com/photos/mbiddulph/5310895988

https://www.flickr.com/photos/streetmatt/15851429459/ https://www.flickr.com/photos/wiertz/10610370136

https://www.flickr.com/photos/rpmarks/16971428607https://www.flickr.com/photos/gozalewis/3351037214/