pulling them in: content marketing for conference organisers
DESCRIPTION
A revolution is sweeping the world of marketing and it’s sure to have an impact on the way conferences are organized and promoted. Sarah Mitchell explains why content marketing is the new way to build a loyal following for your events. Your number one job as a conference organiser is to get bums on seats, right? While good attendance numbers make everyone happy, great attendance numbers lead to bigger projects, better clients and more compensation. If you’re taking a traditional approach to marketing your event, chances are you’ll never break into that top tier.TRANSCRIPT
Pulling them in: Content Marketing for Conference OrganisersSarah Mitchell Editor, Chief Content Officer Magazine
Goals for Today
Explain the shift in consumer spending habits
Define Content Marketing and describe it’s components
Provide recommendations for using content marketing for conferences
Definition
Content Marketing: The art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.
CONTENT MARKETING = EDUCATION
Traditional vs. Content Marketing
Push – Outbound activity Traditional Marketing = broadcast Lead generation
Pull – Inbound activity Content Marketing = information/education Lead nurturing
TIP: Consumers are Doing Their Own Research
Online Publishers – Internet Activity IndexMonthly “Time Spent” in Internet Activity Table
TIP: Low Cost Option
3(ish) Components of Content Marketing
Search Engine Optimisation (SEO)
Content
Social Media
Panda likes Content
TIP: Original content is leading influence on Google
TRAP: Your web designer may not have a content focus
Content
People are seeking their own information.
TRAP: The days of self-serving, self-promoting “blah, blah, blah” are over
TIP:Marketing = Publishing
Social Media
Best Tools for Business
It’s about relationships
“ Conversation without content
is mere networking. Content
without conversation is just dead content. ”
Tips for Developing Original Content
Forget features – make it benefit oriented
The drill vs. The hole
It’s about THEM eMail vs. meMail
“ Think about what a user is going to type ”
Matt Cutts, Google
Think like a publisher
1. Support each product/service you offer
2. Target each customer segment
3. Consider vertical markets
4. Use multiple content types
Tips for Developing Original Content
Hire writers Try and find a web journalist
Invest in graphic design
Good writing + Good Design = GREAT content
Great content is a business asset!
Generating Great Content
What are popular content types?
Social media
eNewslettersBlogs
White papers
Case studies
Online video
In-person events
Traditional media
Webinars
eBooks
Podcasts
Digital magazines
Mobile apps
Timeline:1 Year Before Conference
1YEAR
Plan your website
Timeline:9 Months Before Conference
9MONTHSEmail Marketing
Call for papers Call for speakers Save the date notices
Timeline:6 Months Before Conference
6MONTHS
Start your Twitter activity
Launch your website
Get a blog going
Start an email newsletter
Timeline:4 Months Before Conference
4MONTHS Put together a
Facebook page
Post your event to
Start promoting ‘Early Bird’ discounts
Timeline:3 Months Before Conference
3MONTHS
Start a LinkedIn Discussion Group
Post your event on LinkedIn
Start posting event notices on relevant LinkedIn Discussion Groups
Timeline:2 Months Before Conference
2MONTHS
Start publishing weekly email newsletters
Increase blogging frequency (use speakers as guest bloggers)
Publish final conference line-up
Timeline:1 Month Before Conference
1MONTHS “Full-tilt boogie”
on all social media channels
Issue tickets online
MONTHS
Content Ideas:Promoting the Event
Content Ideas:During the Event
Live Blogging
Live Tweeting (pick a hash tag symbol)
Email updates
Podcasts
Videos
Slideshare
Content Ideas:After the Event
Content Ideas:After the Event
TRAP: “Post and Hope”
Benefits of Content Marketing Tailored to your event
Targets key prospects
Contributes to lead nurturing
Positions you for increased registrations
Marketing expenses convert to assets
Cost effective
Don’t PayFor Attention
BUY attention: Advertising
BEG for attention: Public Relations
BUG people: Sales
“EARN attention online by creating great information that your buyers want to
consume such as YouTube videos, blogs, Twitter
feeds, photographs, charts, graphs and ebooks – and it is all free.”