Content Marketing for Event and Meeting Professionals

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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
  • Content Marketing for Event and Meeting Professionals

    1. 1. A Hands-On Guide to Leveraging Content to Meet Your Business Goals
    2. 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. 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. 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. 5. Jan. 15 2013 5 Marketing Strategy Overview Pull Marketing vs. Push Marketing • Direct sales • Advertising • Trade shows • Promotions • Referrals • Content creation
    6. 6. Jan. 15 2013 6 Marketing Strategy Overview Pull Marketing vs. Push Marketing • Direct sales • Advertising • Trade shows • Promotions • Referrals • Content creation
    7. 7. Jan. 15 2013 7 Consumer vs. Creator
    8. 8. Jan. 15 2013 8 Content Marketing Blogs Videos Social Media White Papers eBooks Articles Webinars Newsletters
    9. 9. Jan. 15 2013 9 Content Marketing Blogs Videos Social Media White Papers eBooks Articles Webinars Newsletters
    10. 10. Jan. 15 2013 10 The Value of Blogging: Timeless
    11. 11. Jan. 15 2013 11 Blogging becomes more valuable over time Content value Time
    12. 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. 13. Jan. 15 2013 13 BLOGGING SUCCESS GUIDE
    14. 14. Jan. 15 2013 14 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
    15. 15. Jan. 15 2013 15 Defining Your Blog: Set a Goal Become subject matter expert Enter a new market Get new business
    16. 16. Jan. 15 2013 16 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
    17. 17. Jan. 15 2013 17 Defining Your Blog: Differentiate
    18. 18. Jan. 15 2013 18 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
    19. 19. Jan. 15 2013 19 Defining Your Blog: Routine 66 days
    20. 20. Jan. 15 2013 20 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
    21. 21. Jan. 15 2013 21 Defining Your blog: Niche
    22. 22. Jan. 15 2013 22 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
    23. 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. 24. Jan. 15 2013 24 (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience
    25. 25. Jan. 15 2013 25 Defining Your Blog: Build an Audience Make Sharing Easy. Nurture a Community. Bring them Back.
    26. 26. Jan. 15 2013 26 BLOGGING DON’TS
    27. 27. Jan. 15 2013 27 Blogging Don’ts: Don’t Sell
    28. 28. Jan. 15 2013 28 Blogging Don’ts: Blog Off-Topic
    29. 29. Jan. 15 2013 29 Blogging Don’ts: Write Unreadable Posts
    30. 30. Jan. 15 2013 30 Blogging Don’ts: Be Stiff
    31. 31. Jan. 15 2013 31 BLOG BEST PRACTICES
    32. 32. Jan. 15 2013 32 Liz King Events: Laser Focus on a Specialty
    33. 33. Jan. 15 2013 33 Jeff Hurt Blog: Highly Shareable Content
    34. 34. Jan. 15 2013 34 Conferences That Work: Become an Authority
    35. 35. Jan. 15 2013 35 Event Manager Blog: Beautiful Design
    36. 36. Jan. 15 2013 36 Social Tables: Guest Blogger Network
    37. 37. Jan. 15 2013 37 ONE QUESTION LEFT TO ANSWER
    38. 38. Jan. 15 2013 38 How do you connect content to revenue?
    39. 39. Jan. 15 2013 39 It’s not this easy… Content Revenue
    40. 40. Jan. 15 2013 40 Connecting Content to Revenue Expanding Your Network Brand Awareness Market ValidationContent Revenue Traffic Paying it Forward
    41. 41. Jan. 15 2013 41 Earn Trust Two-way exchange Provide Be Value Generous

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