The success of your content marketing initiative depends on how well you execute 10 key areas. While none of this advice is difficult, skipping a step or starting without a well defined plan results in less effective results. This presentation was developed for the Professional Conference Organisers Annual General Meeting held in Canberra in December 2014.

1. Content Marketing
Essentials
for
Professional Conference
Organisers
Sarah Mitchell - @globalcopywrite

2. “Content marketing is a strategic
marketing technique of creating
and distributing valuable,
relevant, and consistent content
to attract and acquire a clearly
defined audience – with the
objective of driving profitable
customer action.” – Joe Pulizzi,
Content Marketing Institute

3. 1) Start with a documented strategy

5. 2) Follow your strategy

8. • Male,
• 65+
• Wealthy
• British
• Divorced, remarried
• Music lover
• Has a royal title

10. ‘Everyone’ is not your target audience

11. Narrow your criteria

12. Zero in on smallest area

15. 4) Focus
on the
right
tactics for
your
business

16. . . . and
know
what
works for
your
audience

17. 5) It’s not
about you!
Image credit: Jean-Francois Gornet at
Flickr

18. • We host the largest
conference in
Australasia delivering
great experiences to
delegates for more than
10 years running.

19. Flip the Perspective
• You’re part of the largest
conference in Australasia
receiving the benefits of a
long-running event
focused on the delegate
experience.

20. 6) Predictors for Success

21. Great writing

23. Great design/visuals

24. 7) Biggest predictor
for content marketing
failure

26. 8) You’re building
tangible assets

27. . . . assets you can re-use, repurpose and
recycle for years

28. 9) Measure,
adjust, refine

29. 10) Manage Expectations

31. Sarah Mitchell - @globalcopywrite
Content Marketing Consultant
Writer, Editor, Blogger,
Podcaster, Strategy freak
www.globalcopywriting.com
www.lushdigital.com