how to develop a good looking content marketing plan
TRANSCRIPT
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
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/