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Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
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Using Events As Content Marketing

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It's the power of story. Discover how to transform your event into a storytelling factory, engaging your prospects and customers in all the right channels with the right messages. A recent report …

It's the power of story. Discover how to transform your event into a storytelling factory, engaging your prospects and customers in all the right channels with the right messages. A recent report showed that 9 out of 10 organizations market with content regardless of their size or industry. 62 percent of those B2B marketers use events as an important tactic in their marketing strategy. In fact, face-to-face events is the third most popular form of content marketing behind social media and articles. Discover how to position your event as a memorable content marketing experience.

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Transcript

  • 1. Drape Your EventIn The NewBlack: Content
  • 2. 2
  • 3. 3
  • 4. 4
  • 5. 5
  • 6. 1. Discuss what attracts people to content2. Define content marketing & how events fit in CM mix3. Identify 5 key components of events as content marketing4. Explore what defines rich content marketing event experience Peer2Peer 6
  • 7. Enormous opportunity toengage w/ new clients © 2011 Institute of Food Technologists
  • 8. 10
  • 9. 11
  • 10. 12
  • 11. 60% plan to increase theirspend on content marketing 13
  • 12. 14
  • 13. Other strategies79% Article Posting74% Social Media65% Blogs63% eNews58% Case Studies 15
  • 14. 16
  • 15. Content:Information Annuity Jay Baer 17
  • 16. Content:The Ultimate Gift That Keeps On Giving Marcus Sheridan 18
  • 17. Advertising is a luxury,But content is survival. Joe Pulizzi 19
  • 18. Old-School WayInterruption, broadcast push, bugging © 2011 Institute of Food Technologists
  • 19. No longer chase after
  • 20. New-School Way Pull, attract, entice
  • 21. What attracts peopleto content? Peer2Peer
  • 22. Customer-focused © 2011 Institute of Food Technologists
  • 23. Authentic© 2011 Institute of Food Technologists
  • 24. Compelling© 2011 Institute of Food Technologists
  • 25. Entertaining © 2011 Institute of Food Technologists
  • 26. Surprising
  • 27. Valuable
  • 28. Fun
  • 29. Interesting
  • 30. Cultivate base of fans move lurkers engaged participants
  • 31. Loyal customers, fans ambassadors, advocates
  • 32. Content Marketing: Umbrella term encompassing all marketing formats that involve creation & sharing of content w/ purpose of engaging current & potential customers
  • 33. Content Marketing: Umbrella term encompassing all marketing formats that involve creation & sharing of content w/ purpose of engaging current & potential customers
  • 34. Content Marketing:Content: creation of great storyMarketing: act of buying & selling in a market
  • 35. Types of Content Marketing:
  • 36. Types of Content Marketing:ArticlesSocial MediaBlogseNewsCase Studies
  • 37. Types of Content Marketing:VideosWhite PapersWebinarsMicrositeseBooks, Research Papers
  • 38. • What type of events have you experienced that were used for content marketing? 45
  • 39. Truvia Voyage of Discovery
  • 40. 5 Keys Of Events As Content Marketing
  • 41. 5 Keys Of Events As Content Marketing1. Relevant Valuable Story editorial, informative, education, entertaining
  • 42. 5 Keys Of Events As Content Marketing1. Relevant Valuable Story editorial, informative, education, entertaining2. Marketing-Backed Underlying marketing & sales objectives
  • 43. 5 Keys Of Events As Content Marketing3. Behavior-Driven Seeks to change attitudes, actions, behavior
  • 44. 5 Keys Of Events As Content Marketing3. Behavior-Driven Seeks to change attitudes, actions, behavior4. Integrated w/Many Platforms Print, digital, audio, video, social media
  • 45. 5 Keys Of Events As Content Marketing5. Targeted Targeted at specific audience
  • 46. 5 Keys Of Events As Content Marketing5. Targeted Targeted at specific audienceBonus: Multi-SensoryEngages sight, sound, smell, taste, touch
  • 47. 5 Keys Of Events As Content Marketing1. Relevant Valuable Story2. Marketing-Backed3. Behavior-Driven4. Integrated w/Many Platforms5. TargetedBonus: Multi-Sensory
  • 48. • Which of these keys are you good at doing?• Which do you need to improve? 55
  • 49. 5 Keys Of Events As Content Marketing1. Relevant Valuable Story2. Marketing-Backed3. Behavior-Driven4. Integrated w/Many Platforms5. TargetedBonus: Multi-Sensory
  • 50. Goals For Content Marketing
  • 51. Goals For Content Marketing1. Brand Awareness2. Customer Acquisition
  • 52. Goals For Content Marketing1. Brand Awareness2. Customer Acquisition3. Lead Generation4. Customer Retention/Loyalty
  • 53. Goals For Content Marketing5. Thought Leadership6. Engagement
  • 54. Goals For Content Marketing5. Thought Leadership6. Engagement7. Sales8. Lead Management/Nurturing
  • 55. • Kuzeytac • Nettsu • AraPehlivanian• Pink Sherbert • CPThuh • dsevilla Photography • Andreas Kollegger • Xia Ming• Stuck In Customs • Mag3737 • Corporate Monkey• Minxjl • Patrick Hoesly • Funchye• Denis Collette • Danard Vincente • Mad-King• Peter Fuchs • Transcam • Bobby Gret• Green Kozi • ExpressMonorail • Stevetookit• A Germain • Pfala • twm1340• Robert Vander Steeg • Trushu • ChicagoGeek• Cornerstones of NYC • Tanakawho • Jesse Draper• Xose Castro • Markus Bollingmo • Storybehind• Bahman • Julep67 • Moriza• ArkansasSupportsPhotog • Kenjonbro • Juhansonin raphy.com

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