Delivered by CMO Kristy Sadler at the CSAE Winter Summit in 2018.

1. Your Secret Weapon to
Inspire, Engage and Inform
Kristy Sadler, Chief Marketing Officer
EventMobi @eventmobi
@kristysadler
linkedin/in/kristysadler

2. Only about 37% of organizations
have a documented content strategy

3. What are your goals?
● Acquisition - Get new members
● Retention - Keep existing members
● Grow Non-Dues Revenues -
Through sponsorship or paid content

4. Your Content Strategy will only be
successful if you know the needs, pains
and motivations of your members

5. A persona is a general representation of the
needs values and goals of your members

6. 6 Questions Your Personas
Should Answer
1. What do they do during the day?
2. Who they interact with and report to?
3. What are their pains and frustrations?
4. What are their motivations and buying triggers?
5. How we can solve their problems?
6. What are they like as people?

8. Where to get your data?
● Reports from your AMS
● Member interviews
● Member surveys
● Behaviour on your website
● Behaviour on social media

9. Exercise 1

10. Exercise
Who are your top 3 personas
Jot down some basic characteristics, bio, pains, drivers
Identify how you will validate your assumptions
1
2
3

11. The Member
Journey

12. The Member Journey
I have
a need!
I’m searching
for a solution
I’ve found
so many
alternatives
I choose
YOU!!
Am I
getting
value?
Time for me
to renew
Awareness Discovery Evaluation Selection Value Renewal

13. Map Content Types to the Stage in the Journey
Awareness Discovery Evaluation Selection Value Renewal
Thought
Leadership
Whitepaper /
Webinar
Topical Blogs,
Guest Posts,
Infographics
Member Case
Studies,
Comparative
Matrices,
Testimonial
Video
Getting Approval
Guide, Free
Templates and
Tools
Newsletter,
Peer Survey,
Events,
Topic Briefs,
Webinars,
Satisfaction
Surveys
ROI of Learning,
What You Get
for Membership
Video from the
ED, Best of Last
Year Summary

14. Exercise 2

15. Exercise 2
1. Identify a potential topic for each phase of the member journey
I have
a need!
I’m
searching
for a solution
I’ve found
so many
alternatives
I choose
YOU!!
Am I
getting
value?
Time for me
to renew
Awareness Discovery Evaluation Selection Value Renewal

16. But….everyone is strapped for both
time and money

17. ...Get More for Less
Curate, Create or
Co-Create

18. Great ways to source content
Ask expert members to contribute a blog, webinar, opinion piece
Interview a respected expert on the specific content
Partner with an active blogger who might write for you
Work with a freelancer
Purchase a customized piece of content

19. Whatever you do...make each piece
of content go a long, long way

20. Start with a
cornerstone
piece

21. Infographic
Blog 1
Blog 2
Blog 3
Video
Mini eBook
Then slice and dice it into
consumable chunks in different
formats

22. Other forms of content
Checklist
Survey
Book
Summary
Tool /
Template
Webinar
List
Glossary/
Dictionary
Interview
Quiz
Vlog
Podcast
Predictions
Quotes
Timelines

23. Distribution Channels

24. How to create the buzz
Email marketing / newsletters
Social Posts - paid or organic
Word of mouth programs
Content syndication services
Search marketing

25. Measurement

26. 6 Components of
Successful Measurement
1. Establish your goals and targets up front
2. Don’t get sucked in by vanity metrics
3. Tag all of your content for effective tracking
(free using Google Analytics)
4. Ensure you can track multiple attribution points
5. Validate how you did against your goals
6. Follow the flow through members’ journey

27. Thank You!
Kristy Sadler
CMO, EventMobi
@kristysadler
linkedin/in/kristysadler
www.eventmobi.com