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10 Content Marketing Essentials for Professional Conference Organisers

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The success of your content marketing initiative depends on how well you execute 10 key areas. While none of this advice is difficult, skipping a step or starting without a well defined plan results in less effective results. This presentation was developed for the Professional Conference Organisers Annual General Meeting held in Canberra in December 2014.

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10 Content Marketing Essentials for Professional Conference Organisers

  1. 1. Content Marketing Essentials for Professional Conference Organisers Sarah Mitchell - @globalcopywrite
  2. 2. “Content marketing is a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” – Joe Pulizzi, Content Marketing Institute
  3. 3. 1) Start with a documented strategy
  4. 4. 2) Follow your strategy
  5. 5. • Male, • 65+ • Wealthy • British • Divorced, remarried • Music lover • Has a royal title
  6. 6. ‘Everyone’ is not your target audience
  7. 7. Narrow your criteria
  8. 8. Zero in on smallest area
  9. 9. 4) Focus on the right tactics for your business
  10. 10. . . . and know what works for your audience
  11. 11. 5) It’s not about you! Image credit: Jean-Francois Gornet at Flickr
  12. 12. • We host the largest conference in Australasia delivering great experiences to delegates for more than 10 years running.
  13. 13. Flip the Perspective • You’re part of the largest conference in Australasia receiving the benefits of a long-running event focused on the delegate experience.
  14. 14. 6) Predictors for Success
  15. 15. Great writing
  16. 16. Great design/visuals
  17. 17. 7) Biggest predictor for content marketing failure
  18. 18. 8) You’re building tangible assets
  19. 19. . . . assets you can re-use, repurpose and recycle for years
  20. 20. 9) Measure, adjust, refine
  21. 21. 10) Manage Expectations
  22. 22. Sarah Mitchell - @globalcopywrite Content Marketing Consultant Writer, Editor, Blogger, Podcaster, Strategy freak www.globalcopywriting.com www.lushdigital.com

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