* How to use your event's premium content to compete with free content online * 10 ways to slice your event's content into value-add content * Measuring the effectivenss of your content marketing

1. How to compete with
Free Events
How can you create value add content to sell places to
your paid event

2. We work with fast-growing B2B,
Media and Event organisations
focused on marketing
transformation and growth.
From digital strategy to creative
automated campaigns, we help our
clients deliver leads and drive
revenue.
About BrightBull
300+ clients in the areas of Events, Publishing,
Training and Education, Financial Services, SaaS, Services,
Healthcare and Tourism.
60+ marketing and digital specialists
50+ successful inbound marketing deployments
with Hubspot and Oracle

3. Events: Spot the difference

4. What is the biggest differentiator of your
event, against your competitor(s)?
Content /
Speakers
Caliber of
attendees
Networking

5. What is the biggest differentiator of your
event, against your competitor(s)?

6. Introduc)on
”If your biggest
asset is
content then
share it, free*.
Repurpose it
to drive
engagement
leads and
sales”

7. 10 ways to
repurpose your
event content

8. Plan A:
Repurpose something that
exists

9. Research
and
produc)on:
content
assets
1
A producer
research
callCan be turned into a Top
Case Study, a Leading Guru
Interview, a series of these
can become Leaders Talk
about X,Y,Z.

10. Research
and
produc)on:
content
assets
2
Your speaker
line-up
Become "Top Gurus to watch out in
[Topic]". They made it onto the
program as they had something
meaningful to say….how many people
did your producers speak to assemble
the speaker panel of 10-15?

11. Research
and
produc)on:
content
assets
3
A conference
brochure &
sessionsHow about a guide on "X best kept secrets
to [topic] success”? The case studies/
presentations make a collection of the most
topical and successful strategies or cases
in a given area.
……..perfect assets to be expanded further
once the event has taken place.

12. Research
and
produc)on:
content
assets
4
Sponsorship
& Exhibition
leads
You can create a "Supplier Landscape
directory" or "Top Solution providers in
[Topic]”.... a great way to sell more
sponsorship too!

13. Research
and
produc)on:
content
assets
4
Sponsorship
& Exhibition
leads
You can create a "Supplier Landscape
directory" or "Top Solution providers in
[Topic]”.... a great way to sell more
sponsorship!

14. 5
Advisory board
meeting minutes
When can you gather a group of people of
such caliber to talk openly about your
industry? A ”The G7 of [industry] 20XX
outlook”

15. 6
Research papers
from sponsors
These can be used to create a blog
post on LinkedIn or a piece on “the X
research papers every [industry]
professional should read”

16. 7
Previous
presentations
Don’t just put them behind a form.
Summarise with key take aways for
each of them, get key statistics from
and repackage as infographic,
white paper, ebook or slide share.

17. 8
Record the most
topical sessions
If not live streaming the conference
pick the most topical sessions to video.
These can be used to create a series
of webinars, transcribe them into a
whitepaper or ebook

18. Key metrics for
successIf metrics/ways to measure success of a
particular process are covered you can create an
ebook, slideshare Presentation or
infographic on "Most important KPIs to
measure [Success/ROI/Effectiveness/etc]
on [Topic or area of interest]”.
9

19. Option B:
Content Multiplying

20. Raw
Content 4min Videos
15
Interviews
15
eBooks
2
Slideshares
2
Infographic
1
A blueprint we devised internally and we follow
with all our clients with content challenges

21. key elements
that will ensure the success
of your Content Strategy

22. Have a blog and publish regularly

23. Amplify

24. Use a data collection page / landing page

25. Measurement KPIs
• Visitors to the site
• Leads generated
• Conversion rate to
opportunities/sales

26. Questions?
Ricardo Molina - @brightbull
Ricardo@brightbull.co.uk - www.brightbull.co.uk/blog
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