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Drape Your Event
In The New
Black:


                   Content
2
3
4
5
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
Using Events As Content Marketing
Using Events As Content Marketing
Enormous opportunity to




engage w/ new clients
   © 2011 Institute of Food Technologists
10
11
12
60% plan to increase their
spend on content marketing




                        13
14
Other strategies
79% Article Posting
74% Social Media
65% Blogs
63% eNews
58% Case Studies
                      15
16
Content:
Information Annuity




               Jay Baer
                      17
Content:
The Ultimate Gift That
     Keeps On Giving



           Marcus Sheridan
                        18
Advertising is a luxury,
But content is survival.




                Joe Pulizzi
                        19
Old-School Way




Interruption, broadcast
               push, bugging
    © 2011 Institute of Food Technologists
No longer
       chase after
New-School Way




      Pull, attract, entice
What attracts people
to content?




                       Peer2Peer
Customer-focused




  © 2011 Institute of Food Technologists
Authentic


© 2011 Institute of Food Technologists
Compelling




© 2011 Institute of Food Technologists
Entertaining




   © 2011 Institute of Food Technologists
Surprising
Valuable
Fun
Interesting
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Using Events As Content Marketing
Cultivate base of fans
                    move lurkers




         engaged participants
Loyal customers, fans
     ambassadors, advocates
Using Events As Content Marketing
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

Marketing: act of buying & selling
                      in a market
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
1. Relevant Valuable Story
  editorial, informative, education,
                       entertaining

2. Marketing-Backed
  Underlying marketing & sales
                        objectives
5 Keys Of Events As
          Content Marketing
3. Behavior-Driven
  Seeks to change attitudes,
                  actions, behavior
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
5 Keys Of Events As
          Content Marketing
5. Targeted
  Targeted at specific audience
5 Keys Of Events As
          Content Marketing
5. Targeted
  Targeted at specific audience



Bonus: Multi-Sensory
Engages sight, sound, smell, taste,
                              touch
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
•   Which of these keys are
    you good at doing?
•   Which do you need to
    improve?
                              55
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
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
Using Events As Content Marketing
•    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
    raphy.com

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Using Events As Content Marketing

  • 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
  • 12. 12
  • 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
  • 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
  • 30. Fun
  • 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 raphy.com