Events As The New Black In Content Marketing

View more presentations from Jeff Hurt

Here is the slide deck from my recent presentation at Event Solutions’ Idea Factory 2012 in Las Vegas.

Possible Event Content Marketing Business Goals

What type of goals might your clients have when considering a face to face event as a content marketing strategy?

  • Brand Awareness
  • Customer Acquisition
  • Lead Generation
  • Customer Retention/Loyalty
  • Thought Leadership
  • Engagement
  • Sales
  • Lead Management/Nurturing

5 Keys Of Event Content Marketing

Here are the five keys your event needs for an effective and success content marketing strategy. These pillars have been identified by Joe Pulizzi of the Content Marketing Institute.

1. Relevant, valuable story

Editorial, informative, educational, entertaining

2. Marketing-Backed

Underlying marketing and sales objectives that organization trying to accomplish

3. Behavior-Driven

Seeks to change attitudes, actions and behaviors. Social behavior change at its core.

4. Integrated With Multi-Platforms

Print, digital, audio, video, social media with F2F events

5. Targeted

Targeted towards a specific audience. Can’t name the audience, not content marketing.

Bonus: Multi-Sensory

Uses multiple senses – sight, sound, smell, taste, touch – to create unique experience.

Which of these five pillars is the most challenging for you to implement? What are some of your experiences with events that were used as content marketing?

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1 comment
  1. Tola Adebiyi says:

    Content marketing, in any form or through any media, requires adept knowledge of audience perception. Leading with value and addressing audience pain points is the first step in winning their trust. Using the power of storytelling to trigger their interest and desire sets them up for the sales pitch, which just nudges them to taking action. But if they can see through your presentation or speech as a sales pitch initially, you lose the audience.

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