Using Events As Content Marketing

•

13 likes•92,630 views

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.

Business Technology

Drape Your Event
In The New
Black:

Content

1. Discuss what attracts people to
content
2. Define content marketing &
how events fit in CM mix
3. Identify 5 key components of
events as content marketing
4. Explore what defines rich
content marketing event
experience Peer2Peer
6

Enormous opportunity to

engage w/ new clients
© 2011 Institute of Food Technologists

60% plan to increase their
spend on content marketing

13

Other strategies
79% Article Posting
74% Social Media
65% Blogs
63% eNews
58% Case Studies
15

Content:
Information Annuity

Jay Baer
17

Content:
The Ultimate Gift That
Keeps On Giving

Marcus Sheridan
18

Advertising is a luxury,
But content is survival.

Joe Pulizzi
19

Old-School Way

Interruption, broadcast
push, bugging
© 2011 Institute of Food Technologists

What attracts people
to content?

Peer2Peer

Customer-focused

© 2011 Institute of Food Technologists

Authentic

© 2011 Institute of Food Technologists

Compelling

© 2011 Institute of Food Technologists

Entertaining

© 2011 Institute of Food Technologists

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:

Content: creation of great story

Marketing: act of buying & selling
in a market

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

5 Keys Of Events As
Content Marketing
1. Relevant Valuable Story
editorial, informative, education,
entertaining

5 Keys Of Events As
Content Marketing
1. Relevant Valuable Story
editorial, informative, education,
entertaining

2. Marketing-Backed
Underlying marketing & sales
objectives

5 Keys Of Events As
Content Marketing
3. Behavior-Driven
Seeks to change attitudes,
actions, behavior

5 Keys Of Events As
Content Marketing
3. Behavior-Driven
Seeks to change attitudes,
actions, behavior

4. Integrated w/Many Platforms
Print, digital, audio, video, social
media

5 Keys Of Events As
Content Marketing
5. Targeted
Targeted at specific audience

5 Keys Of Events As
Content Marketing
5. Targeted
Targeted at specific audience

Bonus: Multi-Sensory
Engages sight, sound, smell, taste,
touch

5 Keys Of Events As
Content Marketing
1. Relevant Valuable Story
2. Marketing-Backed
3. Behavior-Driven
4. Integrated w/Many Platforms
5. Targeted
Bonus: Multi-Sensory

• Which of these keys are
you good at doing?
• Which do you need to
improve?
55

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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Using Events As Content Marketing

1. Drape Your Event In The New Black: Content

2. 2

3. 3

4. 4

5. 5

6. 1. Discuss what attracts people to content 2. Define content marketing & how events fit in CM mix 3. Identify 5 key components of events as content marketing 4. Explore what defines rich content marketing event experience Peer2Peer 6

10. 10

11. 11

12. 12

13. 60% plan to increase their spend on content marketing 13

14. 14

15. Other strategies 79% Article Posting 74% Social Media 65% Blogs 63% eNews 58% Case Studies 15

16. 16

17. Content: Information Annuity Jay Baer 17

18. Content: The Ultimate Gift That Keeps On Giving Marcus Sheridan 18

19. Advertising is a luxury, But content is survival. Joe Pulizzi 19

21. No longer chase after

22. New-School Way Pull, attract, entice

23. What attracts people to content? Peer2Peer

28. Surprising

29. Valuable

30. Fun

31. Interesting

32.

33.

34.

35.

36. Cultivate base of fans move lurkers engaged participants

37. Loyal customers, fans ambassadors, advocates

38.

39. Content Marketing: Umbrella term encompassing all marketing formats that involve creation & sharing of content w/ purpose of engaging current & potential customers

40. Content Marketing: Umbrella term encompassing all marketing formats that involve creation & sharing of content w/ purpose of engaging current & potential customers

41. Content Marketing: Content: creation of great story Marketing: act of buying & selling in a market

42. Types of Content Marketing:

43. Types of Content Marketing: Articles Social Media Blogs eNews Case Studies

44. Types of Content Marketing: Videos White Papers Webinars Microsites eBooks, Research Papers

45. • What type of events have you experienced that were used for content marketing? 45

46. Truvia Voyage of Discovery

47. 5 Keys Of Events As Content Marketing

48. 5 Keys Of Events As Content Marketing 1. Relevant Valuable Story editorial, informative, education, entertaining

49. 5 Keys Of Events As Content Marketing 1. Relevant Valuable Story editorial, informative, education, entertaining 2. Marketing-Backed Underlying marketing & sales objectives

50. 5 Keys Of Events As Content Marketing 3. Behavior-Driven Seeks to change attitudes, actions, behavior

51. 5 Keys Of Events As Content Marketing 3. Behavior-Driven Seeks to change attitudes, actions, behavior 4. Integrated w/Many Platforms Print, digital, audio, video, social media

52. 5 Keys Of Events As Content Marketing 5. Targeted Targeted at specific audience

53. 5 Keys Of Events As Content Marketing 5. Targeted Targeted at specific audience Bonus: Multi-Sensory Engages sight, sound, smell, taste, touch

54. 5 Keys Of Events As Content Marketing 1. Relevant Valuable Story 2. Marketing-Backed 3. Behavior-Driven 4. Integrated w/Many Platforms 5. Targeted Bonus: Multi-Sensory

55. • Which of these keys are you good at doing? • Which do you need to improve? 55

56. 5 Keys Of Events As Content Marketing 1. Relevant Valuable Story 2. Marketing-Backed 3. Behavior-Driven 4. Integrated w/Many Platforms 5. Targeted Bonus: Multi-Sensory

57. Goals For Content Marketing

58. Goals For Content Marketing 1. Brand Awareness 2. Customer Acquisition

59. Goals For Content Marketing 1. Brand Awareness 2. Customer Acquisition 3. Lead Generation 4. Customer Retention/Loyalty

60. Goals For Content Marketing 5. Thought Leadership 6. Engagement

61. Goals For Content Marketing 5. Thought Leadership 6. Engagement 7. Sales 8. Lead Management/Nurturing

62.

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