Drive attendance to your event with
these storytelling and content
marketing techniques
Christoph Trappe
Chief Content Engagement Director
Stamats Business Media
@ctrappe

Hi
Christoph Trappe
@ctrappe
Christoph.Trappe@Stamats.com
ChristophTrappe.com

Content marketing strategy overview
• The story and problem an event is solving
• Constant push, including from others!

The evolution of social
Others
sharing
PaidOrganic

Content marketing strategy overview
• The story and problem an event is solving
• Constant push, including from others!
• Personas
• Channels
• Refinement

Oversimplified, but content wins when:
It’s useful, relevant,
interesting.
Gets found,
distributed well, etc.
Business goals

Creating personas

Created goals (inspired by Ebner)

Created goals (inspired by Ebner)

Created goals (inspired by Ebner Verlag)

"This article exists because it's of interest to our
audience, but its goal is to drive readers to take a
survey. The survey results are then used to drive a
project with revenue attached to it."
- Valerie Dennis Craven, editor-in-chief,
Buildings Media

Print and digital
drive results based on
channel

Everything must performance and goal driven
Top performing writers:
1) Marcus 55 points
2) Emily 54 points
3) ….

Performance content culture
0
1000
2000
3000
50,000 plus
10,000-49,999
5,000-9,999
1,000-4,999
500-999
100-499
under 100
Article views

Questions? Comments?
Chief Content Engagement Director
Stamats Business Media
@ctrappe
Christoph.trappe@Stamats.com
319-389-9853