Post on 27-Aug-2020
Webinar #2
Why Content Marketing is Important
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CONTENT MARKETING Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
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• Email• Social• Collateral
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• Educates• Inspires• Shareable
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“Customers are now smarter, more connected, more informed, more influenced and influential socially, and less likely to respond to campaign-bait.
Marketing has to create content people actually want.”
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Sample Event Objective • Attract more attendees.• Cross-sell current attendees into other
products and services.• Create new sales opportunities for
exhibitors.• Drive more attendees to the exhibits.• Lower attendee churn.
Create a Mission Statement for your plan and use it to test all tactics.
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Find Your Story by Understanding Their Story• What keeps the up at night?• What are their pain points?• What do they need to help them be
more successful?• What is valuable, useful, relevant &
compelling?
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You already have a gold mine• General Session Presentations• Education Sessions• Social Media• Photos & Videos• Press Releases• Exhibitor Content
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Where/What/How to Publish• Develop a Content Marketing Channel
Plan
http://bit.ly/1Lohwlj
7 Steps to Creating Your Content Marketing Channel Plan
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Content Forms§ Articles§ Blog posts§ Case studies§ Cheat sheets§ Checklists§ Ebooks§ Email§ Infographics§ Kits§ Podcasts
§ Reference guides§ Slideshares§ Surveys§ Templates§ Videos§ Visual content§ Webinars§ White-papers§ Workbooks
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Where Content comes from• Speakers & their content (blogs,
articles, videos, etc)• Influencers in the community• Exhibitors & Sponsors• Staff Content• Curation
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Key Metrics• Consumption metrics: How many people
viewed or downloaded the content?• Sharing metrics: How often is the content
shared with others?• Lead generation metrics: How often does
the content result in some form of lead for the event?
• Sales metrics: How often is the content resulting in event registrations?
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Key Takeaways• Put the end-goal first• Map audience interests• Lead with purpose• Keep it real/authentic• Fuel your social channels with visual content• Tie it all together with consistent look & feel• Repurpose content across multiple platforms• Create Community • Have a Plan
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Key Takeaways“Content is king, but distribution is the queen and she wears the pants.”
-- Jon Steinberg, President, Buzzfeed
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Richard Andersonranderson@shepardes.com