A Hands-On Guide to Leveraging Content toMeet Your Business GoalsJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
101,700,00062,600,000You’re blogJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Learning Objectives• Explain different types of marketing strategies.• Demonstrate why blogging is crucial for your busine...
Session Agenda• About Us• Marketing Strategy Overview• What is Content Marketing?• The Value of Blogging• Blogging Success...
About UsTrevor Lynn• Marketing Guru• Former Analyst atLivingSocial• Ohio native• American UniversityDan Berger• Founder/CE...
Marketing Strategy OverviewPull Marketing• Direct sales• Trade showsPush Marketing• Advertising• Promotions• Referrals• Co...
Consumer vs. CreatorJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Content MarketingBlogs Social MediaVideosArticlesWhite Papers eBooksWebinars NewslettersJune 12, 2013#TSEWebinar | @danber...
The Value of Blogging: TimelessJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Blogging becomes more valuable over timeTimeContentvalueJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
The Value of BloggingAcquiring Customers57%of businesses acquireda customer throughtheir blogWeb Traffic55%increase for co...
BLOGGING SUCCESS GUIDEJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
(Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#T...
Defining Your Blog: Set a GoalGet new businessBecome subjectmatter expertEnter a newmarketJune 12, 2013#TSEWebinar | @danb...
(Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#T...
Defining Your Blog: DifferentiateJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
(Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#T...
Defining Your Blog: Routine66 daysJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
(Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#T...
Defining Your blog: NicheJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
(Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#T...
Defining Your Blog: Source TopicsAnswer QuestionsWrite a How-toGuideCase Study from aClient EngagementReview LocalDestinat...
(Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#T...
Defining Your Blog: Build an AudienceMake Sharing Easy. Nurture a Community. Bring them Back.June 12, 2013#TSEWebinar | @d...
BLOGGING DON’TSJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Blogging Don’ts: SellJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Blogging Don’ts: Blog Off-TopicJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Blogging Don’ts: Write Unreadable PostsJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Blogging Don’ts: Be StiffJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
BLOG BEST PRACTICESJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Liz King Events: Laser Focus on a SpecialtyJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Jeff Hurt Blog: Highly Shareable ContentJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Conferences That Work: Become an AuthorityJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Event Manager Blog: Beautiful DesignJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Social Tables: Guest Blogger NetworkJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
ONE QUESTION LEFT TOANSWERJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
How do you connect content to revenue?June 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
It’s not this easy…Content RevenueJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
Connecting Content to RevenueContent RevenueBrandAwarenessMarketValidationPaying itForwardTrafficExpandingYour NetworkJune...
EarnTrustProvideValueTwo-wayexchangeBeGenerousJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
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#TSEwebinar - The Secret Life of Blogging: Content Marketing for Event Professionals

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Trevor Lynn and Dan Berger gave a webinar presentation for The Special Event. They speak on content marketing for event professionals.

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  • By the end of this session you will be able to…
  • Content that can't be found anywhere elseunique perspective or insightPeople don't have time to research the topic you know about so your value is providing them valuable research/experience in a concise format
  • blogging is like jogging - pays off in the long runMost important part of blogging is consistencyMake a schedule you toFind another friend that blogs and hold each other accountablecan stick66 days to form a habit
  • "Dig a well”Blog about what you knowCreates the strongest reader basetake the most important topic in your niche and make it a regular column
  • answer questionsHow to guidescase study of YOUR eventreview local(!) venues, products, companiescomment on current events/news in industryengage readers with Q&A sectioninterview industry leadershold contestshost guest bloggers
  • Tools for sharing -make it easy for people to share -triberrWhere your readers are -find like minded communities -guest postingKeep them -newsletter signup -respond to comments
  • Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
  • Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
  • Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
  • Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
  • Social Tables Blogger NetworkIndustry experts in very specific niches -meetings, hospitality, technology, marketingTrusted resource to continue educationNot a blog for SEO
  • Earn trust through qualityProvide value by informing, educating, and entertaining. Helpful is the new viral.Two-way exchange of information. Make your content a conversation and engage your readers.Be generous by providing your insight, thought, guides, tutorials for FREE. You have to give
  • #TSEwebinar - The Secret Life of Blogging: Content Marketing for Event Professionals

    1. 1. A Hands-On Guide to Leveraging Content toMeet Your Business GoalsJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    2. 2. 101,700,00062,600,000You’re blogJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    3. 3. Learning Objectives• Explain different types of marketing strategies.• Demonstrate why blogging is crucial for your business.• Understand the goals of blogging.• Describe the qualities of a good blog.• Find your blogging personality.• Know how to create and promote your blog.• Declare yourself a creator.June 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    4. 4. Session Agenda• About Us• Marketing Strategy Overview• What is Content Marketing?• The Value of Blogging• Blogging Success Guide• Blogging Best PracticesJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    5. 5. About UsTrevor Lynn• Marketing Guru• Former Analyst atLivingSocial• Ohio native• American UniversityDan Berger• Founder/CEO• Former CongressionalAide• Special Eventsorganizer• New Yorker• GeorgetownJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    6. 6. Marketing Strategy OverviewPull Marketing• Direct sales• Trade showsPush Marketing• Advertising• Promotions• Referrals• Content creationvs.June 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    7. 7. Consumer vs. CreatorJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    8. 8. Content MarketingBlogs Social MediaVideosArticlesWhite Papers eBooksWebinars NewslettersJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    9. 9. The Value of Blogging: TimelessJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    10. 10. Blogging becomes more valuable over timeTimeContentvalueJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    11. 11. The Value of BloggingAcquiring Customers57%of businesses acquireda customer throughtheir blogWeb Traffic55%increase for companiesthat blogAdvertising Cost62%less per lead thantraditional marketingSource: HubSpotJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    12. 12. BLOGGING SUCCESS GUIDEJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    13. 13. (Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    14. 14. Defining Your Blog: Set a GoalGet new businessBecome subjectmatter expertEnter a newmarketJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    15. 15. (Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    16. 16. Defining Your Blog: DifferentiateJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    17. 17. (Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    18. 18. Defining Your Blog: Routine66 daysJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    19. 19. (Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    20. 20. Defining Your blog: NicheJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    21. 21. (Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    22. 22. Defining Your Blog: Source TopicsAnswer QuestionsWrite a How-toGuideCase Study from aClient EngagementReview LocalDestinationsComment onIndustry NewsHold ContestsHost GuestBloggersInterview IndustryLeadersJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    23. 23. (Re)defining Your Blog• Set a Goal• Differentiate• Schedule• Find a niche• Source topics• Build an audienceJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    24. 24. Defining Your Blog: Build an AudienceMake Sharing Easy. Nurture a Community. Bring them Back.June 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    25. 25. BLOGGING DON’TSJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    26. 26. Blogging Don’ts: SellJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    27. 27. Blogging Don’ts: Blog Off-TopicJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    28. 28. Blogging Don’ts: Write Unreadable PostsJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    29. 29. Blogging Don’ts: Be StiffJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    30. 30. BLOG BEST PRACTICESJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    31. 31. Liz King Events: Laser Focus on a SpecialtyJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    32. 32. Jeff Hurt Blog: Highly Shareable ContentJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    33. 33. Conferences That Work: Become an AuthorityJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    34. 34. Event Manager Blog: Beautiful DesignJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    35. 35. Social Tables: Guest Blogger NetworkJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    36. 36. ONE QUESTION LEFT TOANSWERJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    37. 37. How do you connect content to revenue?June 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    38. 38. It’s not this easy…Content RevenueJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    39. 39. Connecting Content to RevenueContent RevenueBrandAwarenessMarketValidationPaying itForwardTrafficExpandingYour NetworkJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn
    40. 40. EarnTrustProvideValueTwo-wayexchangeBeGenerousJune 12, 2013#TSEWebinar | @danberger | @TrevorHLynn

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