2. Welcome!
• Soundcheck
• Q&A
• Recording will be sent to all registrants
• Tweet with us! @Informz | #Informz | @WitteJoe
Developing a Great (Event) Content Marketing Strategy
5. The Emergence of Live Events and Quality Content
Events
• Events industry is growing by 6% annually since 2003
• Event revenue is growing by 12% annually
• In 2014, 78% of event vendors expected growth (10% expected business to remain the same)
Content Marketing
• 91% of b2b marketers use content marketing (73% use video)
• The average cost to generate a leads via inbound marketing is half of outbound marketing (advertising)
• Marketers are spending nearly 33% of their budget on content marketing (53% of CMO’s are going to increase in
2015)
• 14% increase in page views when press releases contain a photo. 48% when both photo and video are included.
• Social Impact: 90% of visual information transmitted to the brain is visual = 37% increase in engagement in FB when
photos are attached; 76% of tweets shared had a photo or video attached.
Developing a Great (Event) Content Marketing Strategy
6. What is event content?
Developing a Great (Event) Content Marketing Strategy
7. Business Marketing Association- Tale of 2 Content Strategies
• 2013: 750 attendees
• No Integrated
Technology
• No Content Marketing
Strategy
• Heavy Investment in
Video & Photo
Developing a Great (Event) Content Marketing Strategy
8. The opportunities missed
• Attendee experience
• Developing (new relationships)
• Speaker Relations
• Measurement
• Monetize
Developing a Great (Event) Content Marketing Strategy
9. BMA 2014: The Difference!
• Technology Infrastructure
Developing a Great (Event) Content Marketing Strategy
10. BMA 2014: Efficient Content Management
• Fast and Easy!
• 2013: 8 weeks
• 2014: 3 days!!
SPEED KILLS!
Developing a Great (Event) Content Marketing Strategy
11. BMA 2014: Media Consolidation
• 4 to 1
SAY NO TO FRAGMENTED
CONTENT!!
Developing a Great (Event) Content Marketing Strategy
12. BMA 2014: Attendee Experience
• Give them what they want!
• (Free billboards are walking
around your conference)
Developing a Great (Event) Content Marketing Strategy
13. BMA 2014: Partner With Your Speakers
• Personalize their experience
• Deliver their content
• Rate Reduction?
• Measurable Results
Developing a Great (Event) Content Marketing Strategy
14. BMA 2014: Build Relationships
• Leverage your audience
• Increase attendees
• Build membership & emails
Developing a Great (Event) Content Marketing Strategy
16. Eyeballs equal Growth
• Email Growth
• New Attendees
• Increased Sponsorship
• 2013: 3,000 video plays
• 2014: 32,000 video plays
• 1000% growth!
Developing a Great (Event) Content Marketing Strategy
17. Looking back
• Have a sound technology infrastructure
• Speed Kills!
• Say NO to Fragmented Content
• Give attendees what they want (open it up!)
• Promote your content url heavily at your conference
• Partner with your speakers
• Build relationships
• Measure
• Grow!
Developing a Great (Event) Content Marketing Strategy
18. Q&A
Questions for Joe? Send then through the chat window!
Developing a Great (Event) Content Marketing Strategy
19. To learn more:
Joe Witte
VP of Business Development
ISEBOX
215 359 8898
Joe.Witte@ISEBOX.com
www.linkedin.com/in/joewitte/
Twitter: @wittejoe
Need a copy? Email me!
Developing a Great (Event) Content Marketing Strategy
Editor's Notes
Don’t worry about taking notes… just relax, I’m going to share a story that can hopefully help you.
I want you all to remember these numbers… tuck them away.
1st poll. Video…
3 areas of marketing growth: social, content marketing and growth
Social is about breadth – reaching a wide audience quickly, hopefully initiating and responding to conversations and developing relationships in ways we hadn’t imagined.
Content marketing- providing valuable information to people who need it, establishing your organization as a thought leader and a team that people want to work with
Events – really live content marketing, right? Shaking hands. Having a beer, educating, exchanging business cards and building trust
Poll 2. Get a sense for how well everyone feels they are doing in the leveraging their event content.
Poll Results: rapid changes in marketing. Not surprising, hard to keep up… I hope to share a couple easy tips that can push you forward in 2015
What is event content?
The presentations, video, text summaries, photos of a conference or event that people would be interested in:
Education
Entertainment
We worked with BMA in 2014
Extremely well put together event. Great speakers, organized, solid attendance, loyalty– open to new ideas and run very efficiently.
No simple way to capture, organize, publish and distribute the event content to not just attendees, but the world. They were stuck using the tools that were available.. YouTube, Slideshare, Flickr and were also at the mercy of their web adminstrators.
Ultimately… this led to missed opportunities that could be easily overcome
Attendee experience: No Content to access for attendees after the event
Engagement: Great stories were being told, new industry information was being released… and by Monday after the event, it’s as if it didn’t happen.
Speaker Relations: building deeper relations with speakers, who are heavy influencers in the industry… and knowing which speakers are resonating!
Measurement: What if you could determine how well your presentations were received, and collect 100’s more emails of potential attendees with the click of a button?
Monetize: Result? No way to take advantage of the seizing the opportunity in a building your contacts and email list resulting in increased revenue
So, now I want to look at what we did differently in 2014, and ultimately, the results
2 critical factors:
1) YOU- you guys are the foundation of the pyramid. You drive the strategy, get the best speakers, use your creativity, and build a simple process…
2) VERY IMPORTANT- Technology infrastructure.
Multimedia Content Mgmt
Social
Mobile
Easy to learn and use.
Cloud
Previously, BMA would post a portion their video content on YouTUbe, and a couple PPT’s on Slide share--- in in weeks.
But, in 2014- we were able to get ALL of their video content, PPT’s live in 3 days.
Spoke to an exec at 3M who shared the BMA content in his sales team meeting the next week!
Speed Kills – marketing folks are now part time journalists. Your event content is a story- it needs to be shared quickly.
With the right platform, your production team can upload it for you… and it’s live in days, not weeks without taking any of your time.
Scattered content- video on YouTube, PPT on Slideshare, Photos on Flickr… AAAH!
Us marketers we talk about “click throughs” and limiting the “click to conversion”.
Same goes for content. Conslidate. Say no to fragmented content. Say NO to fragmented content!
Attendees can’t make EVERY presentation. Sometimes they are busy doing more important things…like this guy.
Actually, some attendees come to learn…
80% of each presentation will be forgotten 15 minutes after its over.
You will make attendees DAY if you can give them an easy way to share presentations with their team.
And…they will make YOUR day when they begin to tweet and share your content with the world.
Having great speakers is critical!
Take care of them- give them easy ways to promote themselves if you aren’t paying them. Also, they will drive traffic to your content. Make it easy for influencers to distribute your content!
If you are paying them- this has value
Have a measured way to determine their impact
Ad Tech Story… “Joe, when the event is over, it’s over.” That year, they had P.Diddy, Puff Daddy, Sean Combs doing shots on stage, 10k people at the conference. Recorded, never shared. Creative marketers DREAM to do something fun with the video.
Marketers- but when content is captured… it’s not over. That’s whyTed Talks and TedX is flourishing. Most people aren’t THERE.
So- we were all ready to roll with BMA, and a discussion ensued which led to the perfect mistake. They wanted to password protect the content. I discouraged, but they are the client.
BMA- gated versus open content story… the perfect mistake.
This helped BMA BUILD NEW RELATIONSHIPS beyond their conference.
The results are what matters, right? So, any technology solution you work with will need to provide you information on what happened.
What if you had a platform that allowed you to see exactly WHO has downloaded the event content, what they downloaded, and collect their email address?
As we look at the next graphic, what if you could see how many page views each presentation had, where the visits were coming from, and what key words they used to find the page?
And finally, what if you knew which speakers had the greatest impact, by looking at their video plays?
All this information is going to help you as we look at how we can GROW with a content strategy.
Growth can come in many areas:
With the vision, the technology, basic strategies- the impact is incredible. BMA, in 2013, had 3000 video plays on YouTube… in 2014, they have 32,000 and growing. That’s 1000% growth in half the time, in their first year. They also have more than 2500 pieces of content that have been downloaded., and hundreds of new contacts.
This led to::
1- Building their email database. And, with ISEBOX, they are sharing videos and PPT’s with their contacts BEFORE the show. Giving something to them that’s meaningful, BEFORE they ask them to drop $1000 to attend their event.
2- BMA was able to build new relationships and expects to see 15% growth in attendance this year.
3- with a larger audience, and measurable online traffic, this year we will being to generate new sponsorships both on and offline.
