Pulling them in: Content Marketing for Conference Organisers
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Transcript of Pulling them in: Content Marketing for Conference Organisers
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Pulling them in: Content Marketing for Conference OrganisersSarah Mitchell Editor, Chief Content Officer Magazine
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Goals for Today
Explain the shift in consumer spending habits
Define Content Marketing and describe it’s components
Provide recommendations for using content marketing for conferences
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Definition
Content Marketing: The art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.
CONTENT MARKETING = EDUCATION
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Traditional vs. Content Marketing
Push – Outbound activity Traditional Marketing = broadcast Lead generation
Pull – Inbound activity Content Marketing = information/education Lead nurturing
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TIP: Consumers are Doing Their Own Research
Online Publishers – Internet Activity IndexMonthly “Time Spent” in Internet Activity Table
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TIP: Low Cost Option
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3(ish) Components of Content Marketing
Search Engine Optimisation (SEO)
Content
Social Media
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Panda likes Content
TIP: Original content is leading influence on Google
TRAP: Your web designer may not have a content focus
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Content
People are seeking their own information.
TRAP: The days of self-serving, self-promoting “blah, blah, blah” are over
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TIP:Marketing = Publishing
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Social Media
Best Tools for Business
It’s about relationships
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“ Conversation without content
is mere networking. Content
without conversation is just dead content. ”
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Tips for Developing Original Content
Forget features – make it benefit oriented
The drill vs. The hole
It’s about THEM eMail vs. meMail
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“ Think about what a user is going to type ”
Matt Cutts, Google
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Think like a publisher
1. Support each product/service you offer
2. Target each customer segment
3. Consider vertical markets
4. Use multiple content types
Tips for Developing Original Content
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Hire writers Try and find a web journalist
Invest in graphic design
Good writing + Good Design = GREAT content
Great content is a business asset!
Generating Great Content
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What are popular content types?
Social media
eNewslettersBlogs
White papers
Case studies
Online video
In-person events
Traditional media
Webinars
eBooks
Podcasts
Digital magazines
Mobile apps
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Timeline:1 Year Before Conference
1YEAR
Plan your website
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Timeline:9 Months Before Conference
9MONTHSEmail Marketing
Call for papers Call for speakers Save the date notices
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Timeline:6 Months Before Conference
6MONTHS
Start your Twitter activity
Launch your website
Get a blog going
Start an email newsletter
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Timeline:4 Months Before Conference
4MONTHS Put together a
Facebook page
Post your event to
Start promoting ‘Early Bird’ discounts
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Timeline:3 Months Before Conference
3MONTHS
Start a LinkedIn Discussion Group
Post your event on LinkedIn
Start posting event notices on relevant LinkedIn Discussion Groups
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Timeline:2 Months Before Conference
2MONTHS
Start publishing weekly email newsletters
Increase blogging frequency (use speakers as guest bloggers)
Publish final conference line-up
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Timeline:1 Month Before Conference
1MONTHS “Full-tilt boogie”
on all social media channels
Issue tickets online
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MONTHS
Content Ideas:Promoting the Event
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Content Ideas:During the Event
Live Blogging
Live Tweeting (pick a hash tag symbol)
Email updates
Podcasts
Videos
Slideshare
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Content Ideas:After the Event
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Content Ideas:After the Event
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TRAP: “Post and Hope”
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Benefits of Content Marketing Tailored to your event
Targets key prospects
Contributes to lead nurturing
Positions you for increased registrations
Marketing expenses convert to assets
Cost effective
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Don’t PayFor Attention
BUY attention: Advertising
BEG for attention: Public Relations
BUG people: Sales
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“EARN attention online by creating great information that your buyers want to
consume such as YouTube videos, blogs, Twitter
feeds, photographs, charts, graphs and ebooks – and it is all free.”