why content marketing is important - shepard...• fuel your social channels with visual content •...

Webinar #2

Why Content Marketing is Important

CONTENT MARKETING Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

• Email• Social• Collateral

• Educates• Inspires• Shareable

“Customers are now smarter, more connected, more informed, more influenced and influential socially, and less likely to respond to campaign-bait.

Marketing has to create content people actually want.”

Sample Event Objective • Attract more attendees.• Cross-sell current attendees into other

products and services.• Create new sales opportunities for

exhibitors.• Drive more attendees to the exhibits.• Lower attendee churn.

Create a Mission Statement for your plan and use it to test all tactics.

Find Your Story by Understanding Their Story• What keeps the up at night?• What are their pain points?• What do they need to help them be

more successful?• What is valuable, useful, relevant &

compelling?

You already have a gold mine• General Session Presentations• Education Sessions• Social Media• Photos & Videos• Press Releases• Exhibitor Content

Where/What/How to Publish• Develop a Content Marketing Channel

Plan

http://bit.ly/1Lohwlj

7 Steps to Creating Your Content Marketing Channel Plan

Content Forms§ Articles§ Blog posts§ Case studies§ Cheat sheets§ Checklists§ Ebooks§ Email§ Infographics§ Kits§ Podcasts

§ Reference guides§ Slideshares§ Surveys§ Templates§ Videos§ Visual content§ Webinars§ White-papers§ Workbooks

Where Content comes from• Speakers & their content (blogs,

articles, videos, etc)• Influencers in the community• Exhibitors & Sponsors• Staff Content• Curation

Key Metrics• Consumption metrics: How many people

viewed or downloaded the content?• Sharing metrics: How often is the content

shared with others?• Lead generation metrics: How often does

the content result in some form of lead for the event?

• Sales metrics: How often is the content resulting in event registrations?

Key Takeaways• Put the end-goal first• Map audience interests• Lead with purpose• Keep it real/authentic• Fuel your social channels with visual content• Tie it all together with consistent look & feel• Repurpose content across multiple platforms• Create Community • Have a Plan

Key Takeaways“Content is king, but distribution is the queen and she wears the pants.”

-- Jon Steinberg, President, Buzzfeed

Richard [email protected]

why content marketing is important - shepard...• fuel your social channels with visual content •...

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