using events as content marketing
DESCRIPTION
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.TRANSCRIPT
Drape Your Event
In The New
Black:
Content
2
3
4
5
6
1. Discuss what attracts people to
content
how events fit in CM mix
events as content marketing
2. Define content marketing &
3. Identify 5 key components of
experience
content marketing event
4. Explore what defines rich
Peer2Peer
© 2011 Institute of Food Technologists
Enormous opportunity to
engage w/ new clients
10
11
12
13
60% plan to increase their
spend on content marketing
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15
Other strategies
79% Article Posting
74% Social Media
65% Blogs
63% eNews
58% Case Studies
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17
Content:
Information Annuity
Jay Baer
18
The Ultimate Gift That
Keeps On Giving
Marcus Sheridan
Content:
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But content is survival.
Joe Pulizzi
Advertising is a luxury,
© 2011 Institute of Food Technologists
Old-School Way
Interruption, broadcast
push, bugging
No longer
chase after
New-School Way
Pull, attract, entice
What attracts people
to content?
Peer2Peer
© 2011 Institute of Food Technologists
Customer-focused
© 2011 Institute of Food Technologists
Authentic
© 2011 Institute of Food Technologists
Compelling
© 2011 Institute of Food Technologists
Entertaining
Surprising
Valuable
Fun
Interesting
Cultivate base of fans
move lurkers
engaged participants
Loyal customers, fans
ambassadors, advocates
Content Marketing:
Umbrella term encompassing all
marketing formats that involve
creation & sharing of content
w/ purpose of engaging current
& potential customers
Content Marketing:
Umbrella term encompassing all
marketing formats that involve
creation & sharing of content
w/ purpose of engaging current
& potential customers
Content Marketing:
Content: creation of great story
in a market
Marketing: act of buying & selling
Types of Content Marketing:
Types of Content Marketing:
Articles
Social Media
Blogs
eNews
Case Studies
Types of Content Marketing:
Videos
White Papers
Webinars
Microsites
eBooks, Research Papers
• What type of events have
you experienced that were
used for content
marketing?
45
Truvia Voyage of Discovery
5 Keys Of Events As
Content Marketing
5 Keys Of Events As
Content Marketing
1. Relevant Valuable Story editorial, informative, education,
entertaining
5 Keys Of Events As
Content Marketing
2. Marketing-Backed Underlying marketing & sales
objectives
1. Relevant Valuable Story editorial, informative, education,
entertaining
5 Keys Of Events As
Content Marketing
3. Behavior-Driven Seeks to change attitudes,
actions, behavior
5 Keys Of Events As
Content Marketing
4. Integrated w/Many Platforms
Print, digital, audio, video, social
media
3. Behavior-Driven Seeks to change attitudes,
actions, behavior
5 Keys Of Events As
Content Marketing
5. Targeted Targeted at specific audience
5 Keys Of Events As
Content Marketing
Bonus: Multi-Sensory
Engages sight, sound, smell, taste,
touch
5. Targeted Targeted at specific audience
5 Keys Of Events As
Content Marketing
5. Targeted
Bonus: Multi-Sensory
1. Relevant Valuable Story
2. Marketing-Backed
3. Behavior-Driven
4. Integrated w/Many Platforms
• Which of these keys are
you good at doing?
• Which do you need to
improve?
55
5 Keys Of Events As
Content Marketing
5. Targeted
Bonus: Multi-Sensory
1. Relevant Valuable Story
2. Marketing-Backed
3. Behavior-Driven
4. Integrated w/Many Platforms
Goals For Content Marketing
Goals For Content Marketing
1. Brand Awareness
2. Customer Acquisition
Goals For Content Marketing
1. Brand Awareness
2. Customer Acquisition
3. Lead Generation
4. Customer Retention/Loyalty
Goals For Content Marketing
5. Thought Leadership
6. Engagement
Goals For Content Marketing
5. Thought Leadership
6. Engagement
7. Sales
8. Lead Management/Nurturing
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