Content Marketing Essentials for

Professional Conference Organisers

Sarah Mitchell - @globalcopywrite

“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

1) Start with a documented strategy

2) Follow your strategy

• Male,

• 65+

• Wealthy

• British

• Divorced, remarried

• Music lover

• Has a royal title

‘Everyone’ is not your target audience

Narrow your criteria

Zero in on smallest area

4) Focus on the righttactics for your business

. . . and know what works for your audience

5) It’s not about you!

Image credit: Jean-Francois Gornet at Flickr

• We host the largest conference in Australasia delivering great experiences to delegates for more than 10 years running.

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.

6) Predictors for Success

Great writing

Great design/visuals

7) Biggest predictor for content marketing failure

8) You’re building tangible assets

. . . assets you can re-use, repurpose and recycle for years

9) Measure, adjust, refine

10) Manage Expectations

Sarah Mitchell - @globalcopywrite

Content Marketing ConsultantWriter, Editor, Blogger, Podcaster, Strategy freak

www.globalcopywriting.com

www.lushdigital.com