content: optimizing the events channel
TRANSCRIPT
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Content: Optimizing the Events Channel
Presented by:
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2 ©2013 Certain, Inc. - Confidential
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Housekeeping
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3 ©2013 Certain, Inc. - Confidential
Presenters
Patrick CavaSr. Manager
Product and Partner Marketing
Dayna RothmanSr. Manager
Content Marketing
Jesse NoyesSr. Director
Content Marketing
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4 ©2013 Certain, Inc. - Confidential
+600 Customers
Execute Complex Events at Scale
Established SaaS Business
Robust Infrastructure
Proven Platform
Support for Millions of Attendees
Seasoned Team
About Certain
Experience in Enterprise Technology
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5 ©2013 Certain, Inc. - Confidential
UNDERSTANDCapture Data & Measure Event Success• Rich Attendee Profiles• Accurate Event Costs• Event Intelligence
PLAN & MANAGEFlawlessly Execute & Control Costs• Collaboration, Planning,
Sourcing and Budgeting Tools• Event Lifecycle Management
ENGAGEPersonalization & Participation• Personalized Experiences• One-to-One Appointments• Mobile, Social Participation • Consistent Branding
Integrated, Comprehensive Platform
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6 ©2013 Certain, Inc. - Confidential
About Kapost
Kapost is the leading provider of Content Marketing software that enables companies to manage their content marketing as a structured business process.
Through its platform that manages the ideation, production, distribution, audience development and analytics of content marketing, Kapost empowers marketers to generate more content, more traffic and more leads. Kapost customers include brands like Intel, AT&T, mongoDB, and Allstate.
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7 ©2013 Certain, Inc. - Confidential
About Marketo
Marketo provides a leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships.
Spanning today’s digital, social, mobile and offline channels, the Marketo solution includes a complete suite of applications that help organizations acquire new customers more efficiently, maximize customer loyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing’s contribution to revenue growth.
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8 ©2013 Certain, Inc. - Confidential
Agenda
• Why content marketing?• Building the process• Putting it into practice• 5 best practices• Q&A
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9 ©2013 Certain, Inc. - Confidential
Events are Content Delivery Opportunities
• Most effective content marketing channel
• Education/content is the number one reason for attending events
• Every type of participant has content to deliver and consume
Content Marketing Institute's (CMI) most recent report, B2B Content Marketing: 2012 Benchmarks
70% of Attendees evaluate ROI by the quality of sessions-2013 Certain User Conference Survey
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10 ©2013 Certain, Inc. - Confidential
Challenges
• Multitude of content channels within a single event
• Maintaining quality and relevance
• Variety of participant types with unique goals
• Measurement and refinement
? ? ??
VP
Customer
Early StageProspect
Late StageProspect
Analyst
• New Product Releases
• Product Training
• Market Trends
• Thought Leadership
• Product Capabilities
• Differentiators
• Product Usage
• Integration Capabilities
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11 ©2013 Certain, Inc. - Confidential
Jesse NoyesSr. Director, Content Marketing
Building The Process
@noyesjesse
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Any Event Marketer will Tell You,You Need a Good Checklist
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13 ©2013 Certain, Inc. - Confidential
What Can Content Do for Events?
1. Drive registration and attendance
2. Drive engagement and interaction
3. Drive leads and sales opportunities
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14 ©2013 Certain, Inc. - Confidential
Treat Your Content Like Campaigns
There’s a “before.”
There’s a “during.”
And there’s an “after.”
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15 ©2013 Certain, Inc. - Confidential
Gather Your People
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Know Your Buyer
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17 ©2013 Certain, Inc. - Confidential
Sketch Out Your Campaign
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18 ©2013 Certain, Inc. - Confidential
Schedule Your Content Pieces
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19 ©2013 Certain, Inc. - Confidential
Set Your Tasks and Keep Track of Deadlines
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Collect Feedback
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21 ©2013 Certain, Inc. - Confidential
What’s Your Engagement Strategy?
1. Live tweeting and blogging2. Use hashtags3. Social ads with relevant content
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22 ©2013 Certain, Inc. - Confidential
Finish Strong
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Give Sales a Chance
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24 ©2013 Certain, Inc. - Confidential
Go After Longtail Value
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25 ©2013 Certain, Inc. - Confidential
Track What Worked (And What Didn’t)
1. Blog stats and inbound activity
2. Email opens and click-throughs
3. Tweets, likes, shares
4. Sales opportunities
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26 ©2013 Certain, Inc. - Confidential
Recently, at Kapost…
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27 ©2013 Certain, Inc. - Confidential
Let’s Review
1. Take a checklist approach to content2. Think of content like campaigns3. Gather your people – collaborators and
approvals4. Create workflow – tasks, schedules, and
campaign synopsis5. Track what works – and what doesn’t
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28 ©2013 Certain, Inc. - Confidential
Dayna RothmanSr. Manager, Content Marketing
How Marketo Does Content for Events
@dayroth
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Promoting Your Event Presence with ContentWhat does your event presence look like?• Expo hall• Speaker sessions and other thought leadership• Ancillary events
• Parties?• Customer events?• Breakfasts/lunches, etc?
• Contests (pre-event, during, and after)
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Targeting and Segmentation
Who is attending your event? Do you have content speaks to your different personas?• Targeted event content for different attendee
audiences• Targeted email sends
• Executive • Practitioners• Customers• Prospects
• Targeted session tracks• Executive• Practitioner• Partner/customer
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Pre-Event Content
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Infographics
Amplify your presence and engage your audience in a fun way.
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Blog Posts
• Session information• Expo hall information• Event best-practices• City best-of lists• 1-2 blog posts per week starting 3 weeks out from event
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Event Planning Best-Practice Content
• Provide helpful best practices for how to have an incredible event presence
• Help partners and customer ramp-up for an event• Help attendees get the most out of their experience
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Pre-Event Content Promotion • Include content in email promotions leading up to event• Promote content on social channels• Create PPC ads linking to your event content• Include partners and customers in your content and have them
help promote
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Content During an Event
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Booth Content
• Go beyond the datasheet!• Print out an infographic• Print out an ebook (as long as it is engaging!)• Offer a USB with your high value content• Offer any books your employees have written
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Live Blogging
• Session recaps• Keynote recaps• Photo posts• Expo hall musings• Influencer interviews
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Visual Notetaking
• Visual representation of your session content• Extends the conversation and builds buzz• Enables a better understanding of key takeaways• Gets attendees to look up from their devices!
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Influencer, Customer, and Partner Interviews• Interview influencers on an industry-related topic and
film (or blog) their answers• Interview customers to get testimonials • Interview partners or have them involved in an event
video
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Event Photography
• Capture attendees having fun!• Show off your event presence • Do daily photo recaps and post on social channels and
Slideshare• Use photos for additional post-event content
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Session Content
• Design session tracks based on:• Persona• Interest • Buying stage
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Content After an Event
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Wrap-Blogs
• Summary wrap-ups of:• Sessions• Expo hall• Photos
• Include wrap-up posts in event follow-up emails and on social media
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Session Recordings
• Every session should be recorded—live and virtual• Send out recordings to attendees/registrants• Create a resource page for your recording• Promote your recording on social channels• Include recording in lead nurture tracks
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Ebooks and Other Content Assets
• Collect quotes from attendees (customers and partners)• Quotes can be about your product or service OR they can
be about best practices
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48 ©2013 Certain, Inc. - Confidential
5 best practices for a modern sourcing strategy
1. Understand your audience2. Build a plan for the entire
event lifecycle3. Target and personalize your
content to the audience4. Repurpose!5. Track what works – and what
doesn’t – refine.
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50 ©2013 Certain, Inc. - Confidential
Resources
User Conference Whitepaper: Technology Guide to Exceptional User Conferencesdiscover.certain.com/exceptional-user-conferences-tech-guide.html
Marketo’s Definitive Guide to Event Marketing: marketo.com/definitive-guides/event-marketing/marketo.com/resources/
@certain @kapost @marketo
Kapost’s Blueprint of a Modern Marketing Campaign: Streamline your content marketing efforts into a structured and successful systemkapost.com/landing/blueprint-of-a-modern-marketing-campaignkapost.com/resources/
Personalized Event Experiences Whitepaper: Designing more powerful and productive event experiences for all participantscertain.com/index.php/resources/white-papers/personalized-event/l
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Powering Connections. Accelerating Business.
THANKS!!
@certain @kapost @marketo