It's the power of story. Discover how to transform your event into a storytelling factory, engaging your prospects and customers in all the right channels with the right messages. A recent report showed that 9 out of 10 organizations market with content regardless of their size or industry. 62 percent of those B2B marketers use events as an important tactic in their marketing strategy. In fact, face-to-face events is the third most popular form of content marketing behind social media and articles. Discover how to position your event as a memorable content marketing experience.

1. Drape Your Event
In The New
Black:
Content

2. 2

3. 3

4. 4

5. 5

6. 1. Discuss what attracts people to
content
2. Define content marketing &
how events fit in CM mix
3. Identify 5 key components of
events as content marketing
4. Explore what defines rich
content marketing event
experience Peer2Peer
6

9. Enormous opportunity to
engage w/ new clients
© 2011 Institute of Food Technologists

10. 10

11. 11

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13. 60% plan to increase their
spend on content marketing
13

14. 14

15. Other strategies
79% Article Posting
74% Social Media
65% Blogs
63% eNews
58% Case Studies
15

16. 16

17. Content:
Information Annuity
Jay Baer
17

18. Content:
The Ultimate Gift That
Keeps On Giving
Marcus Sheridan
18

19. Advertising is a luxury,
But content is survival.
Joe Pulizzi
19

20. Old-School Way
Interruption, broadcast
push, bugging
© 2011 Institute of Food Technologists

21. No longer
chase after

22. New-School Way
Pull, attract, entice

23. What attracts people
to content?
Peer2Peer

24. Customer-focused
© 2011 Institute of Food Technologists

25. Authentic
© 2011 Institute of Food Technologists

26. Compelling
© 2011 Institute of Food Technologists

27. Entertaining
© 2011 Institute of Food Technologists

28. Surprising

29. Valuable

30. Fun

31. Interesting

36. Cultivate base of fans
move lurkers
engaged participants

37. Loyal customers, fans
ambassadors, advocates

39. Content Marketing:
Umbrella term encompassing all
marketing formats that involve
creation & sharing of content
w/ purpose of engaging current
& potential customers

40. Content Marketing:
Umbrella term encompassing all
marketing formats that involve
creation & sharing of content
w/ purpose of engaging current
& potential customers

41. Content Marketing:
Content: creation of great story
Marketing: act of buying & selling
in a market

42. Types of Content Marketing:

43. Types of Content Marketing:
Articles
Social Media
Blogs
eNews
Case Studies

44. Types of Content Marketing:
Videos
White Papers
Webinars
Microsites
eBooks, Research Papers

45. • What type of events have
you experienced that were
used for content
marketing?
45

46. Truvia Voyage of
Discovery

47. 5 Keys Of Events As
Content Marketing

48. 5 Keys Of Events As
Content Marketing
1. Relevant Valuable Story
editorial, informative, education,
entertaining

49. 5 Keys Of Events As
Content Marketing
1. Relevant Valuable Story
editorial, informative, education,
entertaining
2. Marketing-Backed
Underlying marketing & sales
objectives

50. 5 Keys Of Events As
Content Marketing
3. Behavior-Driven
Seeks to change attitudes,
actions, behavior

51. 5 Keys Of Events As
Content Marketing
3. Behavior-Driven
Seeks to change attitudes,
actions, behavior
4. Integrated w/Many Platforms
Print, digital, audio, video, social
media

52. 5 Keys Of Events As
Content Marketing
5. Targeted
Targeted at specific audience

53. 5 Keys Of Events As
Content Marketing
5. Targeted
Targeted at specific audience
Bonus: Multi-Sensory
Engages sight, sound, smell, taste,
touch

54. 5 Keys Of Events As
Content Marketing
1. Relevant Valuable Story
2. Marketing-Backed
3. Behavior-Driven
4. Integrated w/Many Platforms
5. Targeted
Bonus: Multi-Sensory

55. • Which of these keys are
you good at doing?
• Which do you need to
improve?
55

56. 5 Keys Of Events As
Content Marketing
1. Relevant Valuable Story
2. Marketing-Backed
3. Behavior-Driven
4. Integrated w/Many Platforms
5. Targeted
Bonus: Multi-Sensory

57. Goals For Content Marketing

58. Goals For Content Marketing
1. Brand Awareness
2. Customer Acquisition

59. Goals For Content Marketing
1. Brand Awareness
2. Customer Acquisition
3. Lead Generation
4. Customer Retention/Loyalty

60. Goals For Content Marketing
5. Thought Leadership
6. Engagement

61. Goals For Content Marketing
5. Thought Leadership
6. Engagement
7. Sales
8. Lead Management/Nurturing

63. • Kuzeytac • Nettsu • AraPehlivanian
• Pink Sherbert • CPThuh • dsevilla
Photography • Andreas Kollegger • Xia Ming
• Stuck In Customs • Mag3737 • Corporate Monkey
• Minxjl • Patrick Hoesly • Funchye
• Denis Collette • Danard Vincente • Mad-King
• Peter Fuchs • Transcam • Bobby Gret
• Green Kozi • ExpressMonorail • Stevetookit
• A Germain • Pfala • twm1340
• Robert Vander Steeg • Trushu • ChicagoGeek
• Cornerstones of NYC • Tanakawho • Jesse Draper
• Xose Castro • Markus Bollingmo • Storybehind
• Bahman • Julep67 • Moriza
• ArkansasSupportsPhotog • Kenjonbro • Juhansonin
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