• Content Marketing – What you need to know
• Event Case Study: Content Marketing World
• Lets Talk About You
*What is your event?
*Who are your attendees?
• Your Content Strategy
• Before-During-After the Event
• Your Content Tactics
• Group Activity
• Putting it into action
• Wrapping up
• Graduated MBA, Thunderbird 1998
• Ford Motor Company – Dealer Marketing 1999-2002
• Founded copywriting agency in 2003
• Founded Content Launch in 2011
• Author, 2 content marketing books: 2008, 2012
• Next book arriving Q4, 2015 “FUTUREMARKETING”
• First content marketing software built for the Enterprise
AND SMB’s (feature rich & affordable)
• Agency version: July, 2015
• Plan, create, launch, promote and measure any type of
• Editorial calendars, complete workflow tools,
distribution to 15 integrated platforms
• Connect with industry influencers to amplify content
• 300 content writers
• Integrates with Hubspot and Act-on.
In 2015, Meeting Attendees Are:
• Self-directed: Involve them in the learning
• Knowledgeable: Leverage their experience
• Goal-oriented: Define clear objectives and
• Relevancy-oriented: Learning must be
applicable to their work
• Internally motivated: Relate learning to
So What Can You Give Them?
The Appreciative Inquiry Approach…
• Body Voting: For any size group, ask individuals to
stand or sit based on their answers to questions.
• Buzz Group: A small group breaks off from a larger
group in order to generate ideas to take back to the
• Case Study: An in-depth investigation of a single
individual, group, or event to explore what
• Critical Incident: The telling of an individual
experience in story format, which is analyzed
So What Can You Give Them?
The Ignite Approach…using 15 slides for 20
• Jigsaw: A small group where participants are
paired with experts to learn material and then
rejoin the group as instructor
• Mashups: Collection of random people and their
ideas making beautiful conversation together.
• Mini-Lecture: An abbreviated presentation,
sometimes followed by a facilitated discussion
for the remainder of time allotted.
So What Can You Give Them?
The Pecha Kucha Approach: A fast-paced, fun
presentation using 20 slides for 20 sec/each
• Poster Session: A presentation of peer-reviewed
research information with an academic or
• Simulated Encounter: An experiential format
representing real-life scenarios like a sales call.
• Spectrogram: An interactive exercise which
highlights the range of perspectives in a group. A
facilitator asks a question and participants line up
along a continuum.
What is Content Marketing?
Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to attract,
acquire, and engage a clearly defined
and understood target audience - with the
objective of driving profitable customer
Content Marketing Exploding
• $30 billion spent on content every year
• Marketers spend 25% marketing budget on content
• 62% of companies outsource content marketing
• 61% of consumers feel better about a company that
delivers custom content & will buy from that company.
• Blogs give sites 434% more indexed pages & 97% more
• B2B companies with blogs generate 67% more leads per
month on average than non-blogging firms.
• Avg cost to generate a lead through inbound
marketing ($143) is half the average for outbound
The Eight Prong Approach
1. Leverage testimonials and positive reviews
2. Use SEO to secure top placement in the search engines
3. Support your content building process with a free trial service
4. Guarantee your products and services
5. Monitor the competition
6. Actively pitch the media
7. Build partnerships with others in your industry
8. Get others to share your content socially
What Content Needs to Do
Your content should be
compelling to readers, visible to
search engines, linkable to
partners, shareable through
social media, and transferable
to mobile devices.
Ensure Content Impact
• Reciprocity - Provide valuable, exclusive content
• Commitment and consistency - Get them to opt in and
stay true to your brand message.
• Consensus - Use reviews, case studies, and
testimonials to get them to believe—and buy.
• Affinity - If they like your company, they’ll buy from
• Authority - As an expert, you are a known authority, so
• Scarcity - People don’t want to miss out. So show
them what they could miss.
Content Distribution Steps
1. Post it on your website with no strings attached. It’s
free and you require no personal information from
2. Blog about it
3. E-mail your in-house database
4. Post it on your social media profiles
5. Publish a press release (pitch it to the media too)
6. Create an ad campaign using banner and text ads
7. Reach out to popular and respected bloggers in your
industry and get them to blog about it
8. Mention it in your next monthly newsletter
9. Use it as a basis for a webinar or podcast episode
10. Produce a video about it
Eight Steps to Content Success
1. You learn who your customer is and where the pain
2. You develop consistent, relevant content in multiple
3. You let go of all control, and let your ideas spread.
4. People share your ideas and link to your content.
5. People find your content through social media and
6. Prospects and customers start relying on your
expertise—the relationship begins.
7. You become the trusted solutions provider in your
8. Your customers tell others about you.
Content Marketing Take Aways
Make all of your content:
• Relevant—your content needs to be managed
throughout its entire life cycle
• Optimized and sharable—the search engines and
social networks are a key channel for your content
• Leverageable—content needs to serve multiple
roles & be used to inform other pieces of the content
• Profitable—the success of content should be
partially measured by its impact on the bottom line
Content Marketing Best Practices
• Source content from everywhere within your company
• Align the “pain points” of your prospects with content
• Develop content that appeals to different types of
• Develop content for all three stages in the buying cycle
(awareness, consideration, purchase)
• Develop great content in all the different formats and
• Use social media to build, connect, and grow
• Seek to educate your prospects with compelling
• Measure your content marketing progress
Audit and Assessment
Most legacy content is inconsistent, irrelevant and
out-of-date. What should be reviewed?
• Existing content performance (web, social media,
SEO, print, etc)
• Internal roles and processes
• Content strategy readiness
• User expectations
• Competitors, influencers & partners
• Content supply chain
Strategy and Integration
All content should serve a purpose & be proactive. It
should support business objectives and meet user
goals. Important components:
• What types of content? And why?
Governance & Guidelines
For content to remain accurate, relevant and
valuable, it’s important to develop specific
governance policies, standards, and guidelines.
These can inform and even define your:
• Content-related roles and responsibilities
• Decision-making processes around content
• Content governance & measurement tools
What are Your Goals?
• Attract more attendees.
• Cross-sell current attendees into other products
• Create new sales opportunities for exhibitors.
• Drive more attendees to the exhibits.
• Lower attendee churn.
• ALL OF THE ABOVE?
Who is the Target Attendee?
• Who is the main attendee [delegate] that you are targeting
for the event?
• Begin to build out a buyer persona for that target
• Construct a list of their critical questions, by asking
yourself some questions first:
* What keeps the buyers up at night?
* What are their pain points?
* What kind of content should be created at the event?
* Tie programming content to these pain points
• If you were developing an educational trade magazine
around this event, what would it be about?
Your Content Marketing
Our content marketing plan’s goal is to attract more
prospects (why) to consider and sign up for our
event. The primary attendee prospects for the event
are plumbing contractors in the Northeast U.S. The
main informational challenge (as it relates to our
event) for these contractors is integrating online
marketing into their traditional marketing programs.
This means that our key content buckets should
include inbound marketing, social media training,
technology systems, and employee training for
What Content do You Have to
• Written articles
• Videos and presentations from the previous show
• Books and/or eBooks
• Audio interviews or podcasts
• Print material
• Pictures and designed images
• Match these assets up with the type of content
that will solve the prospects’ challenges and,
ultimately, get them interested in the event
Other Assets that may not be in Story Form
• Speakers and their current content (blogs,
articles, videos, etc.)
• Influencers in the community
• Exhibitor or sponsor content
• Employee or staff content
• Once this is complete, you can properly analyze
what is missing, and what kind of content you
need to create or purchase.
Where to Publish
• Should you use print?
• Should a blog be the center of your strategy?
• Is your printed content more strategic?
• Is your web content more actionable in nature
• Which social media channels should you focus
• What is the type of content that goes into each
• Your content marketing channel plan holds the
key to helping you decide the type of content to
create, your content velocity, and the metrics
(calls to action) for each specific channel.
Specific to online content marketing, there are four
key content marketing metrics:
• Consumption metrics: How many people viewed
or downloaded the content?
• Sharing metrics: How often is the content shared
• Lead generation metrics: How often does the
content result in some form of lead for the event?
• Sales metrics: How often is the content resulting
in event registrations?
The 1-2 Key Metric Punch
Subscription AND Sharing
• Subscription is the best method for event content
• If you can get the prospect to sign up for ongoing
content updates, that will enable you to nurture
them to ultimately attend the event.
• Sharing: Content marketing is so powerful for
events because it does more than a simple direct
mail or event solicitation — it gets the idea about
your event out to your network’s networks
Other Key Considerations
1. Are you taking advantage of all content opportunities
at your event to market throughout next year?
2. Are you leveraging media partnerships through co-
created content marketing projects
3. Are there opportunities to use speaker content (blog
posts, Q&As, podcast interviews) before the actual
event? Are you getting the most out of your
4. Could you create new sponsor opportunities with
educational content and your exhibitors that last the
BEFORE, DURING &
AFTER THE EVENT
1. Create Buzz
• It’s all about building the buzz and excitement for
• It helps increase word-of-mouth, and its goal is to
get more people to register for the event.
• This might include hints and event surprises or
giveaways of event schwag.
• Example: If you’ve planned a hashtag or other
community-generated content idea around your
2. Provide Information
• Informative event content marketing tells
attendees what they need to know.
• This might include information on registration and
deadlines, or sharing informative blog posts.
• If you notice a common questions popping up
from attendees, you can answer it.
• This isn’t “sexy” content, but it is useful content,
and it’s the information people need to know.
Before the Event
Before the event happens, your content marketing must:
1. Let your audience know about your event.
2. Get them excited enough to register and tell others.
3. Keep your audience updated so they feel in the know.
4. Help your audience remain excited about the event.
• Write headlines, descriptions, tags and make trackable
• Pre-write tweets, updates and decide on a hashtag.
• Submit your event to event listing sites; create events on
Facebook and LinkedIn.
• Create a contest or buzz around your event to inspire
others to tell their networks.
• Issue an optimized press release.
• Announce your event through email and social channels.
During the Event
During the event, your content marketing takes on a
kind of “live reporter” feel. You’re keeping both the
event attendees informed, as well as those who are
following along back home. And, you are still
keeping the buzz alive.
• Create content that attendees can participate
• Take photos of attendees and post to your
Facebook page so they can tag themselves.
• Use tweetable, shareable content at your event.
• Have someone on your team monitoring tweets
and buzz during your event. Interact as
After the Event
Post-event content marketing is the one most content
• We all need a bit of closure, especially if your event is
going to happen repeatedly.
• This is your chance to get testimonials or collect social
posts that are enthusiastic about your event.
• Reach out to attendees on social media.
• Thank them for coming. Ask their opinions on the event.
• Post some buzz content from the event, and hint at the
• Share downloads, videos, and helpful related content that
both attendees and non-attendees find useful.
• Thank any live bloggers that covered your event.
• Use media coverage from the event in your newsroom,
corporate email and other communications.
Give Away Tickets to Create Buzz
• Nothing motivates people more than the
opportunity to win something free
• So why not give away a ticket or two for your
event to really amp up the buzz?
• Contests provide a rapid way to generate interest
in your event—especially if you have the right
Create a “Group Tips” Blog Post
• Chances are you have great insight locked inside the
minds of your event speakers. Why not pool that
knowledge into a great blog post?
• This is where you ask experts to contribute a short
writeup on their favorite tip, tool or perspective on a
• Great way to involve the experts and they provide
ongoing exposure for your presenters.
• Example: Social Media Marketing World produced two
articles featuring the experience of their presenters:
* 24 Must-Have Social Media Marketing Tools
* 21 Social Media Marketing Tips From the Pros
Create a Special Graphic for Your Speakers
• Who doesn’t love to see their face in a cool sign?
Well, speakers are often very fond of this.
• So go to the effort to create custom graphics your
presenters can use
• You can encourage presenters to place these on
their blogs, in Facebook updates and much more.
Create a Tweet for Attendees
• If people are excited about attending your event,
why not ask them to click a button and tell their
friends about it?
• This is something easy that you can place on the
“Thanks for Registering” page.
• Click here to create the code for a customized
tweet and be sure to customize the “tweet text”.
Create an Event on Facebook
• A Facebook event listing provides an easy way
for attendees to share your event with their
• Each time someone shares that they are
attending your event creates the potential to drive
more people to your Facebook Page.
• Also a channel for asking questions, providing an
alternate means of customer service.
• You can also @tag event names in your
Facebook Page updates.
• Tip: Encourage attendees to visit your Facebook
Event Page and see who else is attending.
Plan Content Against an Editorial Calendar
• Build an editorial calendar that maps the
conversations, tactics, and channels you plan to
leverage leading up to the event.
• A key starting point is checking the content you
already have at your disposal that might be
• Organize your editorial calendar by monthly
themes — each one conveying a different
“chapter” or facet of your event’s story….
Plan Content Against an Editorial Calendar
* Industry’s top five pain points - Jan
* Latest strategies by industry leaders - Feb
* Give industry predictions - March.
• Add both your repurposed and newly created
content to the calendar each month, maintaining
variety in the types of content you publish.
• Each piece of content you add to your schedule
should tell a coherent, progressive story
* Speaks to issues that are relevant to potential
attendees of your live event.
Create a Dedicated Print Publication to
Accompany Your Event
• Hard-copy publication can be a good way to
capture the experience of your event in a
• Ask industry thought leaders (analysts,
customers, partners, etc.) to write articles
• Complement with content from internal subject
Take the Pulse of the Industry by
Conducting a Survey or Research Study
• Serve as a great source of original content that
can be repurposed for use across multiple owned
• Results can be newsworthy, potential for added
exposure on external channels.
• Research can be enriched by commentary,
questions, and analysis from industry’s best
• Can live beyond the event in the form of an
infographic, white paper or more.
Create an Online Community
• Attendees can engage with, both in advance and
• Great for prominent events, especially those that
have substantial and original content to
• Microsite that includes a knowledge bank with
event-related content (like white papers, digital
versions of articles, videos, slide decks, etc.)
Create an Online Community
• Great way to give the content a fresh platform —
and a longer life span.
• Can be used to improve event networking by
starting dialogue before the event begins.
• Can convey event-specific messaging, include
interactive elements (e.g., quizzes or polls), and
be more than just a listing of the event dates,
location, and agenda.
Record Speaker’s Presentations at the Event
• Most conference organizers are set up for audio, but not
• Content marketing output: white papers, articles, blog
• Tip: Post the original text transcript along with the audio
files, so that the keywords appearing in the content is
discoverable through search engines.
• Break down the videos into most relevant highlights.
• Content marketing output: Create a demo reel and post
on website or blog.
• Send it to relevant industry thought leaders and
journalists. Post on YouTube.
Making it About Attendees
• Answer attendee’s biggest questions and pain
• What are the biggest problems people in your
industry face? What are the biggest questions
they want answered?
• Trade shows are great opportunities to interview
your customers face to face and learn about what
they’re interested in.
• Instead of just thinking of a trade show as an
opportunity to sell to your audience, think of it as
an opportunity to learn from them.
The Past Feeds Future Marketing
• Document everything you do at the current event
• Record slide decks, pics, videos, statistics, social
media chatter, reviews etc.
• Publish and repackage when launching your next
event especially if it is a recurring fixture
• Statistical data and testimonials from previous
event feeds your call for event partners,
sponsors, and exhibitors for the next one.
The Past Feeds Future Marketing
• The audience reviews and visual content (video
and gallery shots not to mention positive press
reviews from the last event) are the teasers to the
• The slide decks from your presenters –
repackage as bit-size infographics will give your
new speakers a snapshot of what’s expected
when you begin the next open call.
360 Degree, Not One Dimensional Content
• It’s not just the stuff on the presentation slides
and the speakers on stage that you should be
• Look at the other stakeholders.
• Who was on the event team and what did they
think? Who attended the event?
• What exciting new products were launched at the
event by sponsors and exhibitors?
• What controversy was there, if any? What did the
venue look like?
Give the Audience a Voice
• Who arrived that was significant in the sector
• What was their demographic profile and did you
spot a trend?
• Did you create any user generated content via
crowd-sourcing content campaigns.
• What did they think? Was there Social Media
Chatter that you could storify?
• Is there an element of ‘fandom’ you can tap into?
• Did they agree or disagree with what was being
• Did they give you their reviews in a vox pop or via
Recycle & Repackage for your next Audience
For any one piece of content there are multiple ways to
recycle and repackage it for your next audience, whether
• Evergreen blog
• Survey results
• White paper
• Visual memes with soundbites in quotation
• Tagged Instagram photos
• and the list goes on…
Recycle & Repackage for your next Audience
• Fit the content tone and format to the key target
personas in your audience and their likely digital
• Distribute the material along appropriate points in
their user purchase journeys when interfacing
with your event.
Crowdsourced Content Opportunity
• An event is a fantastic place to get crowd sourced
• Ask attendees to contribute a photo or fill out a
• You can promote your campaign through social
media using the event hashtag, email blasts, on
your bag drop, or through other programs.
Live Twitter Chats w/Speakers Prior to Event
• Encouraging your audience to post questions
embedded with the event’s hashtag.
• Following the chat, post the conversation on your
event website or company blog.
• Accomplishes a number of key goals:
• It gets your Twitter followers interested in the event, and
encourages them to register in a very un-salesy way.
• It engages folks who have registered, and encourages
them to follow your social media activity.
• Through re-tweets and mentions, it reaches a broader
audience that may not have been aware of your event
Attract Sponsors & Exhibitors
• Create an infographic showcasing your event’s
attendance and buyer statistics
• Include overall reach through social and online
• This will help shape the conversation about return
Create an Event Hashtag
• Use it in presentations and when promoting your
content on social media.
• At the event, include signage with your hashtag
to encourage sharing.
• Your event hashtag should be unique,
• Short enough that it doesn’t take up too many
characters on Twitter.
• A unique hashtag will allow you to search for
social media posts related to your event.
• Help people remember it by including it in all your
event-related social media posts and graphics.
Plan Cross-Promotion Initiatives
• Share your content plans and assets with
speakers and sponsors
• Ask how you can promote their content back to
• They will be open to cross-promotional initiatives,
as this will help them get the most value out of
participating in your event.
• Ask your speakers to write blog posts about
topics in your industry as a prelude to their
• Get your sponsors to create videos that help your
audience prepare to attend.
Make Use of Twitter Lists
• Compile your event speakers, sponsors, and
attendees into separate Twitter lists.
• Make a point to check the activity feed for each
and engage with users on a regular basis.
Film Videos Showcasing Speakers &
• Develop short videos showcasing your event
speakers or sponsors.
• Speakers can give a sneak peek into their
• Sponsors can provide education surrounding the
value proposition of their product.
• By putting key event stakeholders in the spotlight,
you’ll increase the odds that they’ll share your
content with their audiences!
Interview Speakers & Sponsors
• Come up with interview questions to ask
speakers and sponsors.
• Email them the list of questions
• Give them the option to answer via email or via
video-chat, using a service like Google Hangouts
to conduct and record the interview.
• Make sure to request a company logo and
headshot so you can turn the interview into a blog
post or edited video!
Share Behind-the-Scenes Photos
• Take photos of the venue where the event will
take place or of your team preparing for the
• This type of human touch tends to do well on
• Share these photos on more personal, image-
driven platforms such as Instagram, Facebook
Make a Highlights Reel
• Edit a short video that showcases the best
moments from your previous event.
• Include a mix of footage that conveys the
professional and personal value of attending,
blending moments of people presenting and
Collect & Share Testimonials
• Ask speakers and attendees from previous
events to provide 1-3 sentences about their
experience at your event.
• Compile these into a blog post and/or share each
quote as a layered image on social media.
• Use a tool like Canva to batch create multiple
quote images using a pre-designed template.
Tag Photos of Attendees
• Take photos of attendees and speakers
• Make sure to @mention their Twitter and
Instagram profiles on each social network.
• Don’t forget to include your event hashtag in all of
Share Presentation Quotes
• These are the snippets that people following your
event from home are waiting for
• Give them more than just tweets by creating
quote images in the moment using a tool like
• Images have been proven to receive a lot more
engagement on social media than plain text
• Will take less time to create one of these quote
graphics than it does to cull your tweet to 140
Have an Event Hub On Your Website
• Compile and present all social media content
shared at your event in a single interface.
• A tool like Eventifier allows you to curate posts
from Facebook, Twitter, Instagram and more
• Gives those that couldn’t be there in person a
way to follow your event from home.
• Eventifier also includes an analytics platform that
gives you a breakdown of your social media
• Provides an easy way to contact and reward your
most socially active attendees
Provide Handout Materials
• Give your attendees tangible materials to take
• These should have some sort of educational
value pertaining to your event topic
• Include your event hashtag and social media
Offer Incentives for Social Media
• Now that people have your social media
information, provide a reason for them to follow
and engage with you
• Make this incentive clear in your handout
materials, event signage, and opening
• This incentive could be something that you could
profitably offer to everyone who takes the desired
social media action
• % or dollar amount off the admission price to your
Run a Sweepstakes or a Contest
• Offer a chance for one or a few people to win a higher-
• Have attendees follow your social networks or share a
post about your event in order to be entered to win.
• Make it clear that they must include the event hashtag
and @mention your company to be eligible.
• While sweepstakes involve choosing a winner at
random, a contest winner is awarded by merit.
• Ask attendees to share a funny photo or creative tweet
• Decide on the winner via an internal panel or by the
number of social media responses each post receives.
• Collect attendee information from social media
• Match these to contact information you collected
when people registered for your event.
• Use a tool like Eventifier
• Provides a record of your marketable audience
and prospective attendees for your next event
• Facilitates your social media outreach efforts.
Send Thank You Notes
• Email all speakers and attendees, thanking them
for participating in your event and helping to
make it a great success.
• Encourage them to follow you on social media by
conveying a clear “what’s in it for me?”
• Mention what sorts of interesting activity will be
coming up on your social networks in the
• Lke announcing promotion winners or sharing
photos and videos from the event.
Ask For Feedback
• In a separate email, ask attendees to tell you
what they thought about your event.
• Use a tool like Polldaddy or Surveymonkey to
easily create a questionnair
• Make sure to include both quantitative and
qualitative form elements.
• This allows you to quantify a big picture
sentiment on the quality of your event
• Can collect more nuanced insights that can be
used to create testimonial quotes to promote your
Share Event Recaps
• Create an album of event photos on Facebook
and ask people to tag themselves and the people
• Compile all event presentations on Slideshare
and share the link via email and social media.
• If you’re using a tool like Eventifier, you can
present all these different types of posts from a
single event dashboard
Build a Content Repository
• In addition to sharing content, save it so you can
reuse it later.
• Your next event will be around the corner before
you know it
• Repurpose all the great content you collected and
turn it into new great content