Content Marketing for Event Professionals

A Hands-On Guide to Leveraging Content to Meet Your Business Goals

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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.

Jan. 15 2013

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Session Agenda

• About Us

• Marketing Strategy Overview

• What is Content Marketing?

• The Value of Blogging

• Blogging Success Guide

• Blogging Best Practices

Jan. 15 2013

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About Us

Trevor Lynn

• Marketing Guru• Former Analyst at

LivingSocial• Ohio native• American University

Jan. 15 2013

Dan Berger

• Founder/CEO• Former

Congressional Aide• Special Events

organizer• New Yorker• Georgetown

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Marketing Strategy OverviewJan. 15 2013

Pull Marketing

• Direct sales• Trade shows

Push Marketing

• Advertising• Promotions• Referrals• Content creation

vs.

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Marketing Strategy OverviewJan. 15 2013

Pull Marketing

• Direct sales• Trade shows

Push Marketing

• Advertising• Promotions• Referrals• Content creation

vs.

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Consumer vs. CreatorJan. 15 2013

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Content MarketingJan. 15 2013

Blogs Social MediaVideos

ArticlesWhite Papers eBooks

Webinars Newsletters

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Content MarketingJan. 15 2013

Blogs Social MediaVideos

ArticlesWhite Papers eBooks

Webinars Newsletters

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The Value of Blogging: TimelessJan. 15 2013

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Blogging becomes more valuable over timeJan. 15 2013

Time

Cont

ent v

alue

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The Value of Blogging

Acquiring Customers

57%of businesses

acquired a customer through their blog

Jan. 15 2013

Web Traffic

55%increase for

companies that blog

Advertising Cost

62%less per lead than

traditional marketing

Source: HubSpot

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BLOGGING SUCCESS GUIDE

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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: Set a GoalJan. 15 2013

Get new business

Become subject matter expert

Enter a new market

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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: DifferentiateJan. 15 2013

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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: Routine

66 days

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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: NicheJan. 15 2013

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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 TopicsJan. 15 2013

Answer Questions

Write a How-to Guide

Case Study from a Client Engagement

Review Local Destinations

Comment on Industry News

Hold Contests

Host Guest Bloggers

Interview Industry Leaders

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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: Build an AudienceJan. 15 2013

Make Sharing Easy. Nurture a Community. Bring them Back.

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BLOGGING DON’TS

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Blogging Don’ts: Don’t SellJan. 15 2013

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Blogging Don’ts: Blog Off-TopicJan. 15 2013

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Blogging Don’ts: Write Unreadable PostsJan. 15 2013

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Blogging Don’ts: Be StiffJan. 15 2013

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BLOG BEST PRACTICES

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Liz King Events: Laser Focus on a SpecialtyJan. 15 2013

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Jeff Hurt Blog: Highly Shareable ContentJan. 15 2013

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Conferences That Work: Become an Authority

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Event Manager Blog: Beautiful DesignJan. 15 2013

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Social Tables: Guest Blogger NetworkJan. 15 2013

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ONE QUESTION LEFT TO ANSWER

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How do you connect content to revenue?Jan. 15 2013

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It’s not this easy…Jan. 15 2013

Content Revenue

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Connecting Content to RevenueJan. 15 2013

Content Revenue

BrandAwareness

MarketValidation

Paying itForward

Traffic

ExpandingYour Network

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Earn Trust

Provide Value

Two-way exchang

e

Be Generous