This presentation was given on 2/19/13 as part of MPI TechCon 2013. It covers event promotion techniques through content marketing. Fun stuff!

1. Content Promotion
Andy Crestodina
@crestodina

2. How it works
Where does traffic come
from?

3. “If you have more MONEY than brains,
you should focus on outbound marketing.
If you have more BRAINS than money,
you should focus on inbound marketing.”
- Guy Kawasaki

4. How
content
works…

5. Where there’s traffic, there’s hope...

6. Traffic: Social, Email, Search

8. Sharable Content
The foundation of promotion

9. Good Event Page
• Overview
• Where, when
• Speakers
• Who should go
• Image / video
…all traffic goes here!

10. Bad Event Page
• No overview
• No image
• No fun to post
…how am I supposed to share this??

11. The Blog Post
…build your army before you need it!

12. Always use an image
…of a pygmy hippo

13. Hot or cold, but never warm
Source: HubSpot, Science of Email Marketing, February 2011

14. Emotions
that get
shared…
Source: “What Makes Online
Content Viral?” Berger, Milkman,
Wharton Business School

15. Social Basics
Twitter Promotion 101

16. Twitter: Rule of Thirds

17. Types of Tweets
Quotes
Mentions …don’t use an @ as the first character!
Use a #hashtag, always!
…tweet, then follow

18. Post to the Networks
Facebook, LinkedIn, G+, Local networks, Industry forums
• Tag and mention people
• Make sure the image appears
• Share within groups
• Mention event in conversations and comments
• Use event hashtag, link to event page
…add the event link to your social profiles

19. Tweets: Echo …Echo …Echo
1. Registration Open (schedule)
2. Early Bird Registration Ending (schedule)
3. Countdown: X Days until event (schedule)
4. Thank for the RTs, shares and comments
5. Cross the streams for influencers
6. Reminder of the location (mention organizers)
7. Thank you sponsors (mention sponsors)
8. “Just saw the presentation” (mention speakers)
9. “See you at the event!” (mention registrants)

20. Targeted Sharing
Twitter Research and Mentions

21. Finding Relevant People
Source: Twitter Advanced Search

22. Finding Relevant People

23. Finding Relevant People
Source: ManageFlitter.com

24. Finding Relevant People

25. Don’t Forget Your Peeps!
• Speakers
• Sponsors, vendors
• Members, prospects
• Friendly bloggers, press
• Related organizations
…and anyone else you know who might be interested.

26. After the Event
Follow up!

27. Post Event Email
Send to all registrants…
• Link to survey (gather testimonials, email opt-in)
• Event pictures (sharable pictures)
• Link to presentations (available for a limited time)
• Invite them to follow you in the social networks

28. Post Event Blog Post
• Summary of presentations (mentions)
• Event pictures (sharable pictures)
• Social mentions / Top Tweets (Storify?)
• “Would you like us to contact you before the next
event?” (email opt-in)

29. Post Event Social Activity
• Thank you tweets: speakers, sponsors, attendees
• Event Photos: post, tag people, tweet, mention
• Listen: tweets, mentions and blog posts by others

30. Top Email Trick
How do I grow my list?

31. Before…
After…

32. 1900% increase. Not bad!

33. Why it works
1.Prominence
2.Promise
3.Proof

34. GOOD

35. BAD

36. Oh My! What a big list you have…

37. Top SEO Trick
How do I find keywords?

38. 3 Criteria for Choosing Keyphrases

39. Search Volume
Text
Resource: Google Keyword Tool

40. Search Trending
Resource: Google Trends

41. Regional
Interest
Resource: Google Trends

42. Competition
Competition is high if the sites on page one…
• Are famous (wikipedia, etc.)
• Have title tags that begin with the keyphrase
• Lots of AdWords ads
• Have a higher domain authority than you*
*see Open Site Explorer

43. Check for Universal Search Results
•Local (change tactics/choose another phrase)
•Videos (opportunity?)
• Images
• Products
• News

44. Relevance
Text

46. 52 Headline Hacks
More here: Headline Hacks

47. Where
do I put these keywords?

48. On-Page SEO
• Once at the beginning of the title <title>
• Once in the first header <h1>
• Four to six times in the body of the page
• In links on other pages that link to the page.

49. More Internal Linking

50. Template &
Tools

51. Thank you!
Andy Crestodina
@crestodina