The document outlines how to develop an effective content marketing plan for events companies. It recommends generating at least 15 pieces of raw content from various sources over 3 months. The content should then be amplified across multiple formats and channels, including blogs, eBooks, slideshares and videos. All content assets should include calls-to-action linking to lead generation and the event website to drive traffic. The goal is to repurpose content across these channels to reach potential customers at different stages of the buying process.

1. How to develop
a good looking
content marketing
Plan
Ricardo Molina – Co-founder & Director - BrightBull

2. About BrightBull
We are a B2B marketing agency and consultancy reinvigorating the way in
which B2B event companies generate leads and revenue through inbound
marketing.
Our team has been developing event marketing strategies and campaigns
for over 15 years focusing on the results that matter most to events
businesses, growth and revenue.
Trusted by:
#ppaconnect www.brightbull.co.uk/ppaconnect @BrightBull

3. Objectives of
Content
#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

4. Traffic
Engage = Adding value = Not about your event
Social media engagement

5. The Boss
Time
Resources
Obstacles to creating content

6. How to sell
This to the big
boss
#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

7. Great
Content
but I need to
sell my stuff?
#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

8. 96%of website visitors are
not ready to buy
Source: HubSpot
50%
of qualified leads are
not ready to purchase
immediately.
Source: Gleanster

9. Blogs attract traffic to your
website & drive SEO
Each blog has a link to
downloadable ebook
Every content asset will contain
CTA to
Lead Generation + event
website
All leads will be sent
event information
many times
Each blog will have a CTA to
your event too
Leads will be on your DB to
promote other events too

10. This model works
#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

11. A simple
Content
Marketing
amplification
Plan
#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

12. The goal is to repurpose the same content
and create as many assets as possible
Raw
Video
It is not rocket
science.
It is meant
to be simple
#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

13. A blueprint we devised internally and we
follow it with all our clients
Content Assets
15Raw
Content =At least 3 months worth of
content. 1 every week
#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

14. Applies to any content generated from
events or even your own publications
Presentations
from speakers
Event programmes
Conversations with potential
speakers at research stage
#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

15. Raw
Content
Blueprint
eBook Slideshare
s
InfographicInterviews
4min Videos
15 2 2 1
Speakers,
end users,
reaseach
calls
Lead
Generation at
Top of Funnel
ebooks
Based on ebook +
Stats gathered
If you have
footage

16. Most event businesses stop here, and dump all
content somewhere on their site with everything behind
a gate
- Content is not picked up by
SEO
- There is no visibility for the user
- No value add
- You are not driving additional
traffic to your site
- This is no lead generation
campaign
#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

17. Amplification
#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

18. Our own case study: When you blog
sporadically vs blogging consistently
It is meant to
be simple
The blog

19. Raw
Content
Your blog is your tool
eBook Slideshar
e
Infographic
Blog
Interviews
Blog Blog Blog
15
15
2
2
2
2
1
1
Blogs

20. Groups Profiles Company
D1 D2 D3 D4 D5 D6
Event Website / Blog
1
Blog
Actions to promote blog
Resist the temptation to sell event
The aim is to drive traffic to site and
add value through content
Content
1

21. Add CTAs in your blog page + Links to your
event

22. The Tech tools
That will make this very
easy
#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

23. Tools: Blogging
Your own
CMS will
have one

24. Tools: Content and Blog Writing

25. Tools: Simple Design of Content Pieces
Self-serve

26. Tools: Landing Page Design + Forms
Your own
email
platform

27. Tools: Amplifying
Aggregator with
amplification

28. Tools: SEO
Not cheap but very
good

29. Thank you!
Ricardo Molina - @brightbull
Ricardo@brightbull.co.uk
Download the slides here:
info.brightbull.co.uk/techfest
Image credits:
https://www.flickr.com/photos/wscullin/3770016707
https://www.flickr.com/photos/7953061@N02/14265784357
https://www.flickr.com/photos/92414546@N04/14441260000
https://www.flickr.com/photos/mbiddulph/5310895988
https://www.flickr.com/photos/streetmatt/15851429459/
https://www.flickr.com/photos/wiertz/10610370136
https://www.flickr.com/photos/rpmarks/16971428607
https://www.flickr.com/photos/gozalewis/3351037214/