The journey of every successful event starts with content. Compelling, targeted content resonates with your audience and builds trust in your brand. It is the main reason behind content marketing events as well as event marketing strategies which have become quite popular today and widely used in marketing conferences.
The marketplace we live and work in today is radically changing from the time where salespersons and store keepers used to be experts and businesses will spend so much money on advertisement to find prospects who needed their services. Today, the buyer is the expert and the one pro activelyreaching out to brands and businesses for help. And this is what content marketing is about.
Content marketing overall is about information
Simply put, it's the marketing of a business or brand through sharing of educational, entertaining, and targeted informationthat will ultimately help readers better their lives.
Content marketing is a strategic marketing approach based on creating and distributing valuable, important and consistent content to attract and keep a clearly defined audience — and, purposefully to drive profitable customer action.
This improvement may take the form of a change in personal behavior or, as most marketers hope, it could take the form of a purchase decision. It's not about throwing a sales pitch at people, but helping them move towards the best course of action (that just may be buying from you).
Content is the present and future of marketing
Marketing is impossible without great content, reasons why the success of your event or indeed any marketing conference relies so much on it. Regardless of what type of marketing format you use, content marketing should be part of your plan, not something separate. it is therefore imperative that content marketing events are included in your budget and event marketing strategies taking into consideration while planning.
Quality content is part of all forms of marketing
Social media marketing: Content marketing plan comes before your social media strategy. SEO: Search engines reward businesses that post quality, consistent content. PR: Successful PR strategies address issues readers and customers care about, not their business. Inbound marketing: Content is the main key to driving inbound traffic and leads. Content strategy: Content strategy is part of most content marketing plans.
To harness the true power of content marketing, you have to build an audience. Doing so allows you to sendthe right information to the right audience at justthe right time. It builds your brand fasterand fosters relationships, adding the depth and visibility you need to be successful in today's marketplace.
Reason why you have to know how to successfully promote your brand, attract more qualified leads, and nurture customer relationships through content marketing.
As an event planner, you cannot be left behind on this trend, so below are some guides on how to promote your event using content marketing.
Firstly, before you dash out to begin your content marketing plans, have at the back of your mind that; the benefits of content marketing are in three-fold:
Increased brand awareness: As prospects and buyers search the web for answers to their questions and solutions for their problems, your brand continues to show up.
Increased brand preference: Content marketing helps to further establish your brand as a thought leader in your industry, which strengthens relationships with buyers.
Greater reach at lower cost: It is not a short-term strategy, but over time, a library of great content will continue to reach more qualified leads and interested buyers.
However, If your content is to stand a chance at being successful, it has to be lovely, colorful and lively. There’s a lot of content out on the internet, and although this saturation of content may constitute a lot of noise as a whole, your own needs to stand out. Your content should speak the loudest.
More specifically, content marketing refers to the act of sharing knowledge, advice, or entertainment in a consumable pattern. To achieve these goals, you could adopt any of the following content formats:
Blog post: A blogis a discussion or informational website published on the World Wide Web consisting of discrete, often informal diary-style text entries.
When informative content is shared through a blog, you inevitably present yourself as an industry expert, which will not only keep visitors returning to your blog, but can also turn these readers into potential buyers.
Through social sharing, comments and guest posts, blogs give the basis for building a targeted community. In fact, HubSpot‘sresearch proves that blogs top other forms of social media for effectiveness.
Another advantage of including blogging into your marketing plan is;
Blogs drive sales
That is, to support sales, write blog posts about how to use your products. Furthermore, have them in context to provide prospects and customers with product information they need. Then link to your specific product pages to support the sales process. Upgrading your knowledge on content marketing events and event management services could be a good place to start from.
However, In order for your blog to be the epic of a strong content marketing plan, you’ll need to make sure you build your blog on a firm foundation.
Also, before you begin blogging, you’ll need to know who you’re writing for and what they’re interested in reading. In other words, know your audience. One way to find out more about your audience is to use marketing personas.
Marketing personas are very important for your blog, as well as other forms of content and for event marketing strategies.
Blog articles pioneered content marketing. As an event planner, it is important to distillyour content marketing strategy into your blog schedule/strategy.
Nevertheless, just publishing your content isn’t sufficient to reach a broad audience, hence plan your content promotion. You will need to promote your content so that more of the right people see it. There's no need spending much time to write when no one will read . As much time you spend in writing, allocate even more planning on how to promote the content .
However, here's what you will need to do to in order promote your content.
Firstly, you have to set up automatic blog content delivery
Build your blog to enable readers receive your posts via email and feeds without stress. For bloggers especially, it is one of the most important event marketing strategies.
Also, organize social media to distribute. Social media is a very strong distribution tool also great at hosting content marketing events. You can reach as many people as you want with your content via social media . And to achieve that , you have to ;
Share your content across the social media platforms which is important to your audience. You can automate this, but tailored sharing is preferable to maximize the impact. Add this to your content marketing plan.
Moreso, endeavour to add up social sharing buttons with each blog post and other content to enable readers to share your content.
Ebooks:The goal of an ebook is to educate (rather than entertain). They allow for an extensive amount of information to be shared regarding some aspect of your business. Ebooks usually focus on the most frequently asked about part of a business, and go to great lengths to explain and point readers in the right direction.
One outstanding strength of eBooks is that they’re downloadable. Instead of feeling like another blog post or video, a downloadable eBook feels more like a real object of value.
Writing an eBook also gives you the ability to showcase your authority on a particular subject in a greater level of depth than a blog post allows.
The popularity and assumed value of eBooks has made them a favorite of on-line marketers. In fact, Neil Patel; A digital marketing expert lists eBooks second on his list of ways to create lead generating content, behind data-driven case studies.
With the use of e-books, you can strengthen your brand . In fact one of the best form to show people how trustworthy you are , is by developing an eBook on a subject that concerns them and answering their questions or concerns in a creative, engaging way.
Videos: Video and marketing go together like bread and butter .
From traditional television adverts in the early days to today's YouTube, Snapchat, Vimeo, and even Facebook Live, it's no secret that video has become a trend of our everyday lives.
Have fun with it, as the great ones have a tendency to go viral, which can bring all kinds of traffic and attention to your brand. However, the trick to effectively using video as part of a content strategy is keeping it as timeless as possible. High-quality video content can also be used to expose your brand to YouTube’s large and active audience.
Nonetheless, A video is worth a million words. In other words, with videos you have little or no explanation to give any further . Also, Over 70% of content is set to be video by 2019. So this is the kind of content you don't want to miss out on.
Research has shown that; Nearly 50% of all video is watched on a mobile device. Also, by 2019, Internet video traffic will account for 80% of all consumer Internet traffic. And lastly Videos up to 2 minutes long get the most engagement.
YouTube is the second most popular search engine after Google. Which shows videos are the most used format of content .
Humans love to share what they like and videos are appealing to them. Videos make it easy for educational content , entertainment etc. Videos are easy to understand and can easily invoke reactions.
Infographics: As a brand, you have a very limited amount of time to get your content across. You should know this if you attend marketing conferences. Nowadays, people are constantly being bombarded by messages and are taking in more content than ever, across multiple devices, over several mediums.
However, 55% of website visitors spend less than 15 seconds reading information on a page.
Here, all you need to do is give readers info and graphics. In other words, infographicis a visual representations of information, data or knowledge intended to present information quickly and clearly.
The best infographicstransform difficult information and data into graphics that are both easy to grasp and visually appealing.
Hence while designing them, make sure to have these two things in mind ; it should be grasping and appealing . If not, then your effort will go down the drain.
As a marketer, you should know that Info-graphics are good because, a picture is easier to scan and remember. Pictures stick in the mind for a longer period of time . Plus this format of content is the best . Reasons why businesses on Instagram have a higher chance of blossoming because it deals with graphics .
Also, Infographics are 30x more likely to be read than text articles because 90% of information transmitted to the brain is visual. Visuals can increase someone's willingness to read content by 80% and if a relevant image is paired with text information, people retain up to 65% of it three days later. That is why infographics remains an important tool for any marketing conference. Fact is Content with relevant images get 94% more views than content without images.
In terms of publicity, infographics lend themselves to being shared easily and are “liked” and shared on social media five times more than other any other type of content. They are also cost-effective visual assets that can be used and scheduled in many ways, not only by yourself but a wide variety of media outlets.
From comparisons to survey data, infographics can be presented in many tangible ways. If you are thinking about turning your content into an infographic, then it’s likely you will be able to pick one of the following types to suit your needs.
Explaining complex information, statistics & survey results, Checklists, How-to or installation guides, Timelines ,Comparisons etc.
However, the most important thing after creating your graphics is to know how to promote the content. This could be through content marketing events or other content and event marketing strategies. Like any form of content marketing, if you don’t have an promotion strategy in place, you risk wasting a lot of useful time and resources.
Posting on your social media channels just once isn’t enough, share until everyone gets the message . Make sure you’re rescheduling your message and using different images to capture people’s attention. If you’re going to be selective about which social networks to share on, pick Pinterest and Facebook where infographics are shared much more regularly than on other networks. You may also try paid ads to make your content be seen faster and help it spread to a wider audience.
Overall, infographics can be very effective in your event marketing strategies as they help you grab people’s attention, connect with your audience and tell a story.
Email Marketing: Marketing your products or services by email can be a fast and cost-effective way of reaching new customers and keeping existing customers. Email marketing gives you the opportunity to create more targeted and personalised messages.
If you have as goals to attract new customers and keep existing clients coming back, then email marketing is the perfect format to use.
People often like to do business with people they know, like, and trust. Email will give you the ability to build credibility with your audience by sharing helpful content. Hence builds credibility for your company’s brand too.
Email marketing is a cost-effective solution that gives businesses the momentum to reach their customers in a place many people visit every day , which is their inbox.
This format also helps to strengthen customer , seller relationship. If you want to build strong customer relationships, it’s good to have an effective tool to communicate with the people who are important to your business. Email gives you the ability to stay on top and keep people engaged with your business during your busy period and the slower moments of the year.
Having email subscribers allows your brand to share more content, nurture leads, and eventually close those leads into sales through various email campaigns. Most of what is done through the advent of content marketing is done in hope that businesses can obtain the reader's contact information. Whether the readers are subscribing to your newsletter, or simply filling out forms to access eBooks or other helpful tools, they are granting you future contact with them by giving you their personal email address.
Other content formats that can be used for content marketing include:
Podcasts, Social media posts, Webinars, Cartoons, Quizzes Generators/Calculators, Assessments, Apps
These content formats are the engine behind your content strategy,and if your strategy can be viewed as a plane flying towards success, then it soars on two wings that you have already:
A set of robust, strategic personas, and
An understanding of your typical buyer’s journey.
Each content asset should appeal to one (or two) personas at each stage of their buying journey, gently nudging them to the next stage.
Moreover, just as content marketing works well with social media, it also cannot do without seo.Also, in the same way that you take a couple extra steps to help your content succeed on social, take a couple more to help your content succeed with search engines. Weaving some SEO best practices into your content will help make a good impression with Google and move your website up the rankings list. In fact, for many companies the bulk of their SEO efforts should be focused on content marketing.
"SEO demands content. Content marketing is content.
There is no such thing as SEO without content. You need words, articles, substance, keywords, verbiage’’. Neil Patel explains the connection between content marketing and SEO.
When you rank in search engines, you rank for specific keywords in your written content. More content equals more keywords, meaning you have more opportunities to rank in Google.
This is why keyword researchis essential for successful content marketing. The strength of a good content marketing strategy is in providing the information and answers that your target audience is looking for, but your hard work is all for nothing if they can’t find it! Make sure you’re creating content for the user, but that search engines will also favor.
Lastly, an event is an incredible opportunity for a business to raise its profile as an industry thought leader, while engaging with and learning more about its target audience, promoting products and services, and generating leads.
For your business to realize these benefits, you need to complement your event with compelling and highly relevant content. Absolutely, Content is king, it is key to any successful engagement at events.
Promoting your event with content is as simple as:
At the pre-event, create content such as blog posts, videos and infographics that tie in with the event’s key themes in the weeks leading up to the relevant dates in order to drum up awareness and encourage the target market to register to attend.
During the event, focus on providing real-time information for attendees to use and share on social media so non-attendees can see what they’re missing out on. Make use of live tweeting, facebook lives, hashtags etc. then Once the show is over, attendees and non-attendees will be interested in hearing about the highlights and learning the key themes speakers raised about your industry.
Publishing content related to the topics covered during the event and summaries of the best presentations can position your blog as an authoritative, informational resource on key market trends. Sustain the dialogue with attendees post-event by publishing content such as:Behind-the-scenes video content and exclusive interviews with speakers and sponsors etc.
We're past the point where doing content marketing gives your business a big advantage over the competition and transitioning to a phase where notdoing content marketing puts your business at a tremendous disadvantage.
All markets and demographics are consuming information online and quite simply; content marketing ismarketing by today's standards. No professional event planner should be left out. The right content makes you memorable.
Nevertheless, before mapping out any marketing plan, it is relevant to prepare or take note or have in mind the disadvantage. You have to be prepared for the unforeseen or obstacles so when they come, you will quickly handle it.
That said , aside the variety of advantages content marketing has ( build brand awareness, trust , cost effective etc) , has its own disadvantages . Some of which are :
The benefits of content marketing aren’t immediate. Sometimes it can be a long process. There is normally a period of trial and error to find out what works best before the results are known.
Secondly, it requires a lot of skills and resource. That is, content marketing can be time-consuming. You need to develop content, publish it across your marketing channels and bring out the impact, it's a whole process. To create certain kinds of content such as infographics and videos, you may need to outsource which is costly or build your in-house skills.
Also, it's kind of hard finding content ideas. You won't be inspired at every time and it can be tricky to bring up ideas for effective new topics and formats.
One last disadvantage of Content marketing is Evaluation. it is easy to calculate the effect your content marketing has on web traffic and online conversions. But it can be harder to determine the impact of your content on brand reputation and awareness .
Conclusively, content is king. No marketer should ever skip out content marketing in their marketing plan. With content, your event is sure to get the desired results.
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