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Drape Your EventIn The NewBlack: Content

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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

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Enormous opportunity toengage w/ new clients © 2011 Institute of Food Technologists

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60% plan to increase theirspend on content marketing 13

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Other strategies79% Article Posting74% Social Media65% Blogs63% eNews58% Case Studies 15

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Content:Information Annuity Jay Baer 17

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Content:The Ultimate Gift That Keeps On Giving Marcus Sheridan 18

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Advertising is a luxury,But content is survival. Joe Pulizzi 19

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Old-School WayInterruption, broadcast push, bugging © 2011 Institute of Food Technologists

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No longer chase after

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New-School Way Pull, attract, entice

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What attracts peopleto content? Peer2Peer

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Customer-focused © 2011 Institute of Food Technologists

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Authentic© 2011 Institute of Food Technologists

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Compelling© 2011 Institute of Food Technologists

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Entertaining © 2011 Institute of Food Technologists

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Surprising

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Valuable

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Fun

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Interesting

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Cultivate base of fans move lurkers engaged participants

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Loyal customers, fans ambassadors, advocates

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Content Marketing: Umbrella term encompassing all marketing formats that involve creation & sharing of content w/ purpose of engaging current & potential customers

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Content Marketing: Umbrella term encompassing all marketing formats that involve creation & sharing of content w/ purpose of engaging current & potential customers

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Content Marketing:Content: creation of great storyMarketing: act of buying & selling in a market

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Types of Content Marketing:

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Types of Content Marketing:ArticlesSocial MediaBlogseNewsCase Studies

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Types of Content Marketing:VideosWhite PapersWebinarsMicrositeseBooks, Research Papers

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• What type of events have you experienced that were used for content marketing? 45

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Truvia Voyage of Discovery

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5 Keys Of Events As Content Marketing

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5 Keys Of Events As Content Marketing1. Relevant Valuable Story editorial, informative, education, entertaining

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5 Keys Of Events As Content Marketing1. Relevant Valuable Story editorial, informative, education, entertaining2. Marketing-Backed Underlying marketing & sales objectives

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5 Keys Of Events As Content Marketing3. Behavior-Driven Seeks to change attitudes, actions, behavior

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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

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5 Keys Of Events As Content Marketing5. Targeted Targeted at specific audience

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5 Keys Of Events As Content Marketing5. Targeted Targeted at specific audienceBonus: Multi-SensoryEngages sight, sound, smell, taste, touch

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5 Keys Of Events As Content Marketing1. Relevant Valuable Story2. Marketing-Backed3. Behavior-Driven4. Integrated w/Many Platforms5. TargetedBonus: Multi-Sensory

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• Which of these keys are you good at doing?• Which do you need to improve? 55

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5 Keys Of Events As Content Marketing1. Relevant Valuable Story2. Marketing-Backed3. Behavior-Driven4. Integrated w/Many Platforms5. TargetedBonus: Multi-Sensory

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Goals For Content Marketing

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Goals For Content Marketing1. Brand Awareness2. Customer Acquisition

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Goals For Content Marketing1. Brand Awareness2. Customer Acquisition3. Lead Generation4. Customer Retention/Loyalty

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Goals For Content Marketing5. Thought Leadership6. Engagement

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Goals For Content Marketing5. Thought Leadership6. Engagement7. Sales8. Lead Management/Nurturing

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