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Using Events As Content Marketing

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Using Events As Content Marketing

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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.

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.

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Using Events As Content Marketing

  1. 1. Drape Your Event In The New Black: Content
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  6. 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
  7. 7. Enormous opportunity to engage w/ new clients © 2011 Institute of Food Technologists
  8. 8. 10
  9. 9. 11
  10. 10. 12
  11. 11. 60% plan to increase their spend on content marketing 13
  12. 12. 14
  13. 13. Other strategies 79% Article Posting 74% Social Media 65% Blogs 63% eNews 58% Case Studies 15
  14. 14. 16
  15. 15. Content: Information Annuity Jay Baer 17
  16. 16. Content: The Ultimate Gift That Keeps On Giving Marcus Sheridan 18
  17. 17. Advertising is a luxury, But content is survival. Joe Pulizzi 19
  18. 18. Old-School Way Interruption, broadcast push, bugging © 2011 Institute of Food Technologists
  19. 19. No longer chase after
  20. 20. New-School Way Pull, attract, entice
  21. 21. What attracts people to content? Peer2Peer
  22. 22. Customer-focused © 2011 Institute of Food Technologists
  23. 23. Authentic © 2011 Institute of Food Technologists
  24. 24. Compelling © 2011 Institute of Food Technologists
  25. 25. Entertaining © 2011 Institute of Food Technologists
  26. 26. Surprising
  27. 27. Valuable
  28. 28. Fun
  29. 29. Interesting
  30. 30. Cultivate base of fans move lurkers engaged participants
  31. 31. Loyal customers, fans ambassadors, advocates
  32. 32. Content Marketing: Umbrella term encompassing all marketing formats that involve creation & sharing of content w/ purpose of engaging current & potential customers
  33. 33. Content Marketing: Umbrella term encompassing all marketing formats that involve creation & sharing of content w/ purpose of engaging current & potential customers
  34. 34. Content Marketing: Content: creation of great story Marketing: act of buying & selling in a market
  35. 35. Types of Content Marketing:
  36. 36. Types of Content Marketing: Articles Social Media Blogs eNews Case Studies
  37. 37. Types of Content Marketing: Videos White Papers Webinars Microsites eBooks, Research Papers
  38. 38. • What type of events have you experienced that were used for content marketing? 45
  39. 39. Truvia Voyage of Discovery
  40. 40. 5 Keys Of Events As Content Marketing
  41. 41. 5 Keys Of Events As Content Marketing 1. Relevant Valuable Story editorial, informative, education, entertaining
  42. 42. 5 Keys Of Events As Content Marketing 1. Relevant Valuable Story editorial, informative, education, entertaining 2. Marketing-Backed Underlying marketing & sales objectives
  43. 43. 5 Keys Of Events As Content Marketing 3. Behavior-Driven Seeks to change attitudes, actions, behavior
  44. 44. 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
  45. 45. 5 Keys Of Events As Content Marketing 5. Targeted Targeted at specific audience
  46. 46. 5 Keys Of Events As Content Marketing 5. Targeted Targeted at specific audience Bonus: Multi-Sensory Engages sight, sound, smell, taste, touch
  47. 47. 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
  48. 48. • Which of these keys are you good at doing? • Which do you need to improve? 55
  49. 49. 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
  50. 50. Goals For Content Marketing
  51. 51. Goals For Content Marketing 1. Brand Awareness 2. Customer Acquisition
  52. 52. Goals For Content Marketing 1. Brand Awareness 2. Customer Acquisition 3. Lead Generation 4. Customer Retention/Loyalty
  53. 53. Goals For Content Marketing 5. Thought Leadership 6. Engagement
  54. 54. Goals For Content Marketing 5. Thought Leadership 6. Engagement 7. Sales 8. Lead Management/Nurturing
  55. 55. • Kuzeytac • Nettsu • AraPehlivanian • Pink Sherbert • CPThuh • dsevilla Photography • Andreas Kollegger • Xia Ming • Stuck In Customs • Mag3737 • Corporate Monkey • Minxjl • Patrick Hoesly • Funchye • Denis Collette • Danard Vincente • Mad-King • Peter Fuchs • Transcam • Bobby Gret • Green Kozi • ExpressMonorail • Stevetookit • A Germain • Pfala • twm1340 • Robert Vander Steeg • Trushu • ChicagoGeek • Cornerstones of NYC • Tanakawho • Jesse Draper • Xose Castro • Markus Bollingmo • Storybehind • Bahman • Julep67 • Moriza • ArkansasSupportsPhotog • Kenjonbro • Juhansonin raphy.com

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