Drape Your Event

In The New

Black:

Content

2

3

4

5

6

1. Discuss what attracts people to

content

how events fit in CM mix

events as content marketing

2. Define content marketing &

3. Identify 5 key components of

experience

content marketing event

4. Explore what defines rich

Peer2Peer

© 2011 Institute of Food Technologists

Enormous opportunity to

engage w/ new clients

10

11

12

13

60% plan to increase their

spend on content marketing

14

15

Other strategies

79% Article Posting

74% Social Media

65% Blogs

63% eNews

58% Case Studies

16

17

Content:

Information Annuity

Jay Baer

18

The Ultimate Gift That

Keeps On Giving

Marcus Sheridan

Content:

19

But content is survival.

Joe Pulizzi

Advertising is a luxury,

© 2011 Institute of Food Technologists

Old-School Way

Interruption, broadcast

push, bugging

No longer

chase after

New-School Way

Pull, attract, entice

What attracts people

to content?

Peer2Peer

© 2011 Institute of Food Technologists

Customer-focused

© 2011 Institute of Food Technologists

Authentic

© 2011 Institute of Food Technologists

Compelling

© 2011 Institute of Food Technologists

Entertaining

Surprising

Valuable

Fun

Interesting

Cultivate base of fans

move lurkers

engaged participants

Loyal customers, fans

ambassadors, advocates

Content Marketing:

Umbrella term encompassing all

marketing formats that involve

creation & sharing of content

w/ purpose of engaging current

& potential customers

Content Marketing:

Umbrella term encompassing all

marketing formats that involve

creation & sharing of content

w/ purpose of engaging current

& potential customers

Content Marketing:

Content: creation of great story

in a market

Marketing: act of buying & selling

Types of Content Marketing:

Types of Content Marketing:

Articles

Social Media

Blogs

eNews

Case Studies

Types of Content Marketing:

Videos

White Papers

Webinars

Microsites

eBooks, Research Papers

• What type of events have

you experienced that were

used for content

marketing?

45

Truvia Voyage of Discovery

5 Keys Of Events As

Content Marketing

5 Keys Of Events As

Content Marketing

1. Relevant Valuable Story editorial, informative, education,

entertaining

5 Keys Of Events As

Content Marketing

2. Marketing-Backed Underlying marketing & sales

objectives

1. Relevant Valuable Story editorial, informative, education,

entertaining

5 Keys Of Events As

Content Marketing

3. Behavior-Driven Seeks to change attitudes,

actions, behavior

5 Keys Of Events As

Content Marketing

4. Integrated w/Many Platforms

Print, digital, audio, video, social

media

3. Behavior-Driven Seeks to change attitudes,

actions, behavior

5 Keys Of Events As

Content Marketing

5. Targeted Targeted at specific audience

5 Keys Of Events As

Content Marketing

Bonus: Multi-Sensory

Engages sight, sound, smell, taste,

touch

5. Targeted Targeted at specific audience

5 Keys Of Events As

Content Marketing

5. Targeted

Bonus: Multi-Sensory

1. Relevant Valuable Story

2. Marketing-Backed

3. Behavior-Driven

4. Integrated w/Many Platforms

• Which of these keys are

you good at doing?

• Which do you need to

improve?

55

5 Keys Of Events As

Content Marketing

5. Targeted

Bonus: Multi-Sensory

1. Relevant Valuable Story

2. Marketing-Backed

3. Behavior-Driven

4. Integrated w/Many Platforms

Goals For Content Marketing

Goals For Content Marketing

1. Brand Awareness

2. Customer Acquisition

Goals For Content Marketing

1. Brand Awareness

2. Customer Acquisition

3. Lead Generation

4. Customer Retention/Loyalty

Goals For Content Marketing

5. Thought Leadership

6. Engagement

Goals For Content Marketing

5. Thought Leadership

6. Engagement

7. Sales

8. Lead Management/Nurturing

• Kuzeytac

• Pink Sherbert Photography

• Stuck In Customs

• Minxjl

• Denis Collette

• Peter Fuchs

• Green Kozi

• A Germain

• Robert Vander Steeg

• Cornerstones of NYC

• Xose Castro

• Bahman

• ArkansasSupportsPhotography.com

• Nettsu

• CPThuh

• Andreas Kollegger

• Mag3737

• Patrick Hoesly

• Danard Vincente

• Transcam

• ExpressMonorail

• Pfala

• Trushu

• Tanakawho

• Markus Bollingmo

• Julep67

• Kenjonbro

• AraPehlivanian

• dsevilla

• Xia Ming

• Corporate Monkey

• Funchye

• Mad-King

• Bobby Gret

• Stevetookit

• twm1340

• ChicagoGeek

• Jesse Draper

• Storybehind

• Moriza

• Juhansonin