Post on 13-Apr-2017
transcript
Content Marketing for Event Professionals
A Hands-On Guide to Leveraging Content to Meet Your Business Goals
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Learning Objectives
• Explain different types of marketing strategies.
• Demonstrate why blogging is crucial for your business.
• Understand the goals of blogging.
• Describe the qualities of a good blog.
• Find your blogging personality.
• Know how to create and promote your blog.
• Declare yourself a creator.
Jan. 15 2013
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Session Agenda
• About Us
• Marketing Strategy Overview
• What is Content Marketing?
• The Value of Blogging
• Blogging Success Guide
• Blogging Best Practices
Jan. 15 2013
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About Us
Trevor Lynn
• Marketing Guru• Former Analyst at
LivingSocial• Ohio native• American University
Jan. 15 2013
Dan Berger
• Founder/CEO• Former
Congressional Aide• Special Events
organizer• New Yorker• Georgetown
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Marketing Strategy OverviewJan. 15 2013
Pull Marketing
• Direct sales• Trade shows
Push Marketing
• Advertising• Promotions• Referrals• Content creation
vs.
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Marketing Strategy OverviewJan. 15 2013
Pull Marketing
• Direct sales• Trade shows
Push Marketing
• Advertising• Promotions• Referrals• Content creation
vs.
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Consumer vs. CreatorJan. 15 2013
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Content MarketingJan. 15 2013
Blogs Social MediaVideos
ArticlesWhite Papers eBooks
Webinars Newsletters
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Content MarketingJan. 15 2013
Blogs Social MediaVideos
ArticlesWhite Papers eBooks
Webinars Newsletters
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The Value of Blogging: TimelessJan. 15 2013
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Blogging becomes more valuable over timeJan. 15 2013
Time
Cont
ent v
alue
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The Value of Blogging
Acquiring Customers
57%of businesses
acquired a customer through their blog
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Web Traffic
55%increase for
companies that blog
Advertising Cost
62%less per lead than
traditional marketing
Source: HubSpot
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BLOGGING SUCCESS GUIDE
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(Re)defining Your Blog
• Set a Goal
• Differentiate
• Schedule
• Find a niche
• Source topics
• Build an audience
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Defining Your Blog: Set a GoalJan. 15 2013
Get new business
Become subject matter expert
Enter a new market
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(Re)defining Your Blog
• Set a Goal
• Differentiate
• Schedule
• Find a niche
• Source topics
• Build an audience
Jan. 15 2013
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Defining Your Blog: DifferentiateJan. 15 2013
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(Re)defining Your Blog
• Set a Goal
• Differentiate
• Schedule
• Find a niche
• Source topics
• Build an audience
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Defining Your Blog: Routine
66 days
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(Re)defining Your Blog
• Set a Goal
• Differentiate
• Schedule
• Find a niche
• Source topics
• Build an audience
Jan. 15 2013
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Defining Your blog: NicheJan. 15 2013
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(Re)defining Your Blog
• Set a Goal
• Differentiate
• Schedule
• Find a niche
• Source topics
• Build an audience
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Defining Your Blog: Source TopicsJan. 15 2013
Answer Questions
Write a How-to Guide
Case Study from a Client Engagement
Review Local Destinations
Comment on Industry News
Hold Contests
Host Guest Bloggers
Interview Industry Leaders
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(Re)defining Your Blog
• Set a Goal
• Differentiate
• Schedule
• Find a niche
• Source topics
• Build an audience
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Defining Your Blog: Build an AudienceJan. 15 2013
Make Sharing Easy. Nurture a Community. Bring them Back.
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BLOGGING DON’TS
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Blogging Don’ts: Don’t SellJan. 15 2013
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Blogging Don’ts: Blog Off-TopicJan. 15 2013
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Blogging Don’ts: Write Unreadable PostsJan. 15 2013
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Blogging Don’ts: Be StiffJan. 15 2013
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BLOG BEST PRACTICES
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Liz King Events: Laser Focus on a SpecialtyJan. 15 2013
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Jeff Hurt Blog: Highly Shareable ContentJan. 15 2013
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Conferences That Work: Become an Authority
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Event Manager Blog: Beautiful DesignJan. 15 2013
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Social Tables: Guest Blogger NetworkJan. 15 2013
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ONE QUESTION LEFT TO ANSWER
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How do you connect content to revenue?Jan. 15 2013
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It’s not this easy…Jan. 15 2013
Content Revenue
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Connecting Content to RevenueJan. 15 2013
Content Revenue
BrandAwareness
MarketValidation
Paying itForward
Traffic
ExpandingYour Network
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Earn Trust
Provide Value
Two-way exchang
e
Be Generous