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Content Marketing for Event and Meeting Professionals

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A Hands-On Guide to Leveraging Content to Meet Your Business Goals.

A Hands-On Guide to Leveraging Content to Meet Your Business Goals.

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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

Transcript

  • 1. A Hands-On Guide to Leveraging Content to Meet Your Business Goals
  • 2. Jan. 15 2013 2 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.
  • 3. Jan. 15 2013 3 Session Agenda • About Us • Marketing Strategy Overview • What is Content Marketing? • The Value of Blogging • Blogging Success Guide • Blogging Best Practices
  • 4. Jan. 15 2013 4 About Us Trevor Lynn Dan Berger • Marketing Guru • Founder/CEO • Former Analyst at • Former Congressional LivingSocial Aide • Ohio native • Special Events • American University organizer • New Yorker • Georgetown
  • 5. Jan. 15 2013 5 Marketing Strategy Overview Pull Marketing vs. Push Marketing • Direct sales • Advertising • Trade shows • Promotions • Referrals • Content creation
  • 6. Jan. 15 2013 6 Marketing Strategy Overview Pull Marketing vs. Push Marketing • Direct sales • Advertising • Trade shows • Promotions • Referrals • Content creation
  • 7. Jan. 15 2013 7 Consumer vs. Creator
  • 8. Jan. 15 2013 8 Content Marketing Blogs Videos Social Media White Papers eBooks Articles Webinars Newsletters
  • 9. Jan. 15 2013 9 Content Marketing Blogs Videos Social Media White Papers eBooks Articles Webinars Newsletters
  • 10. Jan. 15 2013 10 The Value of Blogging: Timeless
  • 11. Jan. 15 2013 11 Blogging becomes more valuable over time Content value Time
  • 12. Jan. 15 2013 12 The Value of Blogging Acquiring Customers Web Traffic Advertising Cost 57% 55% 62% of businesses acquired increase for companies less per lead than a customer through that blog traditional marketing their blog Source: HubSpot
  • 13. Jan. 15 2013 13 BLOGGING SUCCESS GUIDE
  • 14. Jan. 15 2013 14 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
  • 15. Jan. 15 2013 15 Defining Your Blog: Set a Goal Become subject matter expert Enter a new market Get new business
  • 16. Jan. 15 2013 16 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
  • 17. Jan. 15 2013 17 Defining Your Blog: Differentiate
  • 18. Jan. 15 2013 18 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
  • 19. Jan. 15 2013 19 Defining Your Blog: Routine 66 days
  • 20. Jan. 15 2013 20 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
  • 21. Jan. 15 2013 21 Defining Your blog: Niche
  • 22. Jan. 15 2013 22 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
  • 23. Jan. 15 2013 23 Defining Your Blog: Source Topics Write a How-to Guide Hold Contests Answer Questions Comment on Industry News Case Study from a Client Engagement Review Local Host Guest Destinations Bloggers Interview Industry Leaders
  • 24. Jan. 15 2013 24 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
  • 25. Jan. 15 2013 25 Defining Your Blog: Build an Audience Make Sharing Easy. Nurture a Community. Bring them Back.
  • 26. Jan. 15 2013 26 BLOGGING DON’TS
  • 27. Jan. 15 2013 27 Blogging Don’ts: Don’t Sell
  • 28. Jan. 15 2013 28 Blogging Don’ts: Blog Off-Topic
  • 29. Jan. 15 2013 29 Blogging Don’ts: Write Unreadable Posts
  • 30. Jan. 15 2013 30 Blogging Don’ts: Be Stiff
  • 31. Jan. 15 2013 31 BLOG BEST PRACTICES
  • 32. Jan. 15 2013 32 Liz King Events: Laser Focus on a Specialty
  • 33. Jan. 15 2013 33 Jeff Hurt Blog: Highly Shareable Content
  • 34. Jan. 15 2013 34 Conferences That Work: Become an Authority
  • 35. Jan. 15 2013 35 Event Manager Blog: Beautiful Design
  • 36. Jan. 15 2013 36 Social Tables: Guest Blogger Network
  • 37. Jan. 15 2013 37 ONE QUESTION LEFT TO ANSWER
  • 38. Jan. 15 2013 38 How do you connect content to revenue?
  • 39. Jan. 15 2013 39 It’s not this easy… Content Revenue
  • 40. Jan. 15 2013 40 Connecting Content to Revenue Expanding Your Network Brand Awareness Market ValidationContent Revenue Traffic Paying it Forward
  • 41. Jan. 15 2013 41 Earn Trust Two-way exchange Provide Be Value Generous