Download - Using Events As Content Marketing

Drape Your Event

In The New

Black:

Content

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1. Discuss what attracts people to

content

how events fit in CM mix

events as content marketing

2. Define content marketing &

3. Identify 5 key components of

experience

content marketing event

4. Explore what defines rich

Peer2Peer

© 2011 Institute of Food Technologists

Enormous opportunity to

engage w/ new clients

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60% plan to increase their

spend on content marketing

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Other strategies

79% Article Posting

74% Social Media

65% Blogs

63% eNews

58% Case Studies

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Content:

Information Annuity

Jay Baer

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The Ultimate Gift That

Keeps On Giving

Marcus Sheridan

Content:

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But content is survival.

Joe Pulizzi

Advertising is a luxury,


Old-School Way

Interruption, broadcast

push, bugging

No longer

chase after

New-School Way

Pull, attract, entice

What attracts people

to content?

Peer2Peer


Customer-focused


Authentic


Compelling


Entertaining

Surprising

Valuable

Fun

Interesting

Cultivate base of fans

move lurkers

engaged participants

Loyal customers, fans

ambassadors, advocates

Content Marketing:

Umbrella term encompassing all

marketing formats that involve

creation & sharing of content

w/ purpose of engaging current

& potential customers

Content Marketing:

Umbrella term encompassing all

marketing formats that involve

creation & sharing of content

w/ purpose of engaging current

& potential customers

Content Marketing:

Content: creation of great story

in a market

Marketing: act of buying & selling

Types of Content Marketing:


Articles

Social Media

Blogs

eNews

Case Studies


Videos

White Papers

Webinars

Microsites

eBooks, Research Papers

• What type of events have

you experienced that were

used for content

marketing?

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Truvia Voyage of Discovery

5 Keys Of Events As

Content Marketing

5 Keys Of Events As

Content Marketing

1. Relevant Valuable Story editorial, informative, education,

entertaining

5 Keys Of Events As

Content Marketing

2. Marketing-Backed Underlying marketing & sales

objectives

1. Relevant Valuable Story editorial, informative, education,

entertaining

5 Keys Of Events As

Content Marketing

3. Behavior-Driven Seeks to change attitudes,

actions, behavior

5 Keys Of Events As

Content Marketing

4. Integrated w/Many Platforms

Print, digital, audio, video, social

media

3. Behavior-Driven Seeks to change attitudes,

actions, behavior

5 Keys Of Events As

Content Marketing

5. Targeted Targeted at specific audience

5 Keys Of Events As

Content Marketing

Bonus: Multi-Sensory

Engages sight, sound, smell, taste,

touch

5. Targeted Targeted at specific audience

5 Keys Of Events As

Content Marketing

5. Targeted


1. Relevant Valuable Story

2. Marketing-Backed

3. Behavior-Driven


• Which of these keys are

you good at doing?

• Which do you need to

improve?

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5 Keys Of Events As

Content Marketing

5. Targeted


1. Relevant Valuable Story

2. Marketing-Backed

3. Behavior-Driven


Goals For Content Marketing


1. Brand Awareness

2. Customer Acquisition


1. Brand Awareness

2. Customer Acquisition

3. Lead Generation

4. Customer Retention/Loyalty


5. Thought Leadership

6. Engagement


5. Thought Leadership

6. Engagement

7. Sales

8. Lead Management/Nurturing

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• Stuck In Customs

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• Denis Collette

• Peter Fuchs

• Green Kozi

• A Germain

• Robert Vander Steeg

• Cornerstones of NYC

• Xose Castro

• Bahman

• ArkansasSupportsPhotography.com

• Nettsu

• CPThuh

• Andreas Kollegger

• Mag3737

• Patrick Hoesly

• Danard Vincente

• Transcam

• ExpressMonorail

• Pfala

• Trushu

• Tanakawho

• Markus Bollingmo

• Julep67

• Kenjonbro

• AraPehlivanian

• dsevilla

• Xia Ming

• Corporate Monkey

• Funchye

• Mad-King

• Bobby Gret

• Stevetookit

• twm1340

• ChicagoGeek

• Jesse Draper

• Storybehind

• Moriza

• Juhansonin