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Content Marketing for Conferences and Trade
Shows:
Selling Tickets with Entertainment and
Infotainment
19 May 2015
IMEX Fr...
Clients
What is your story?
Overview
Content Marketing for Events
The Ingredients of a Content
Marketing Campaign
Some Cases
8 Hands-on Tips
Pic: www....
What is Content Marketing?
„The overarching practice
of using information and
entertainment to promote
a brand or a product“
Source: Contently
Content Marketing ≠ Social Media Marketing
The Furrow / John Deere
Since 1895
Circulation of 1,5 Mn.
40 countries, 12 languages
Multimedia publication
What Are The Challenges Of Content
Marketing?
We now live in the information age
NYT: The psychology of sharing
We share
MORE
content
from
MORE
sources
with
MORE
people...
Content
Explosion!
www.flickr.com/photos/markchadwick/14533358719
Just lucky punches or
good planning?
Pic: www.flickr.com/photos/sadjina/4099877085/
Objectives and KPIs: You want more...
• traffic on your website, views on your blog
• newsletter subscribers
• clicks on y...
Buyer Personas (prototype customers)
• Put yourselves in the shoes of
your target audience
• Demographic data, lifestyle,
...
Let‘s try this!
• What are the daily challenges
of Mary and Peter, typical
IMEX visitors?
• What motivates them about
thei...
Why do people
share stuff?
The New York Times
Customer Insight
Group „The Psychology
of Sharing“
To bring valuable and entertaining content
to others
carefully consider how the information
they share will be useful to t...
To define ourselves to others
share to give people a better sense of
who they are and what they care about
68%
To grow and nourish our relationships
share information because it
helps them connect
with others who share their interest...
Your customers want
to connect with each
other
It is not about you!
Pic: www.flickr.com/photos/kalexanderson/6667747963/"
Keep it simple... and
it will get shared…
and it won't get
muddled
Easy to read, easy to
share
No emotion =
no impact!
Fun, emotional, scary,
exciting, surprising,
anecdotal experiences
Pic: www.flickr.com/photos/ligh...
Blog Event-Website
Newsletter
Personal emails
Classic PR work
Print-brochure
Print-Mailing
On-Site Design
Facebook
XING
Li...
Useful Informative
Entertaining
Content types
Infographics Meme Animated
Videos
Guides Book reviews
Opinion Product
tests
How-to Lists Link
lists
Ebook Ca...
Visual Content
Marketing
Images beat text
Video beats image
Vine, Youtube, Vimeo,
Instagram Video
Facebook Video
Golden formula (Content Marketing Institute)
• 4 – 1 – 1
• 4 = Curated content (opinion leaders, leading
blogs)
• 1 = Your...
Some cases
Melanie, 40, NEOCOM visitor
• Head of eCommerce
• Big Multichannel Retailer
• How to earn money
online? How to keep up
wit...
Core benefits of NEOCOM for Melanie
• Gets to know latest trends
and benchmarks
• Shows that she is part of a
community
• ...
Wrap-up: 8 hands-on tips to get your content
marketing rolling!
Fail early, fail often, fail
cheap!
www.flickr.com/photos/thomasletholsen/8373437317/
Copy with pride,
and give credit
Pic: www.flickr.com/photos/kioan/3518691708/
Create shareable images
Create a lot of video
content Screencasts
Browser-based movie creation
Adobe Voice
Mobile phone
video capture
Create interactive infographics
Find free photos that you can use to illustrate
your posts
Cross-publish as widely as possible
Re-purpose, re-package, re-use content
already created
What are your experiences
with Content Marketing?
michael@cocosocial.de
Twitter @michaelheipel
Blog: michaelheipel.wordpre...
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
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Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)

Content marketing has become very relevant for event organizers. By offering entertaining, informative and/or useful content, event marketers can spread the word about their conferences or trade shows and, ultimately, sell more tickets. But with so much content out there, a good strategy is required to make the most of the content marketing efforts.

My recent presentation at the IMEX 2015 Inspiration Hub was aimed at presenting current trends in content marketing, strategic advice, the psychology of sharing and some best practice examples from the events and exhibitions world.

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Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)

  1. 1. Content Marketing for Conferences and Trade Shows: Selling Tickets with Entertainment and Infotainment 19 May 2015 IMEX Frankfurt Michael Heipel Concept & Consulting, Frankfurt www.concept-consult.info
  2. 2. Clients
  3. 3. What is your story?
  4. 4. Overview Content Marketing for Events The Ingredients of a Content Marketing Campaign Some Cases 8 Hands-on Tips Pic: www.flickr.com/photos/nostalgifabriken/6860462642/
  5. 5. What is Content Marketing?
  6. 6. „The overarching practice of using information and entertainment to promote a brand or a product“ Source: Contently
  7. 7. Content Marketing ≠ Social Media Marketing
  8. 8. The Furrow / John Deere Since 1895 Circulation of 1,5 Mn. 40 countries, 12 languages Multimedia publication
  9. 9. What Are The Challenges Of Content Marketing?
  10. 10. We now live in the information age NYT: The psychology of sharing We share MORE content from MORE sources with MORE people MORE often MORE quickly
  11. 11. Content Explosion! www.flickr.com/photos/markchadwick/14533358719
  12. 12. Just lucky punches or good planning? Pic: www.flickr.com/photos/sadjina/4099877085/
  13. 13. Objectives and KPIs: You want more... • traffic on your website, views on your blog • newsletter subscribers • clicks on your registration page • registrations, ultimately • leads for your sales team (exhibition, sponsorships)
  14. 14. Buyer Personas (prototype customers) • Put yourselves in the shoes of your target audience • Demographic data, lifestyle, needs, requirements, daily challenges etc. • Motivation to attend • Obstacles to overcome
  15. 15. Let‘s try this! • What are the daily challenges of Mary and Peter, typical IMEX visitors? • What motivates them about their job? • What makes them attend IMEX? Pic: www.makemypersona.com
  16. 16. Why do people share stuff? The New York Times Customer Insight Group „The Psychology of Sharing“
  17. 17. To bring valuable and entertaining content to others carefully consider how the information they share will be useful to the recipient 94%
  18. 18. To define ourselves to others share to give people a better sense of who they are and what they care about 68%
  19. 19. To grow and nourish our relationships share information because it helps them connect with others who share their interests 73%
  20. 20. Your customers want to connect with each other It is not about you! Pic: www.flickr.com/photos/kalexanderson/6667747963/"
  21. 21. Keep it simple... and it will get shared… and it won't get muddled Easy to read, easy to share
  22. 22. No emotion = no impact! Fun, emotional, scary, exciting, surprising, anecdotal experiences Pic: www.flickr.com/photos/light_seeker/6119578069/
  23. 23. Blog Event-Website Newsletter Personal emails Classic PR work Print-brochure Print-Mailing On-Site Design Facebook XING LinkedIn Twitter Flickr YoutubeInstagram Google+
  24. 24. Useful Informative Entertaining
  25. 25. Content types Infographics Meme Animated Videos Guides Book reviews Opinion Product tests How-to Lists Link lists Ebook Case studies Podcast Interviews Polls/ Research
  26. 26. Visual Content Marketing
  27. 27. Images beat text
  28. 28. Video beats image Vine, Youtube, Vimeo, Instagram Video Facebook Video
  29. 29. Golden formula (Content Marketing Institute) • 4 – 1 – 1 • 4 = Curated content (opinion leaders, leading blogs) • 1 = Your own content marketing • 1 = „Salesy“ content
  30. 30. Some cases
  31. 31. Melanie, 40, NEOCOM visitor • Head of eCommerce • Big Multichannel Retailer • How to earn money online? How to keep up with the competition? How to find skilled staff?
  32. 32. Core benefits of NEOCOM for Melanie • Gets to know latest trends and benchmarks • Shows that she is part of a community • Interacts and presents herself. Cool party! • Job fair NEOCOM
  33. 33. Wrap-up: 8 hands-on tips to get your content marketing rolling!
  34. 34. Fail early, fail often, fail cheap! www.flickr.com/photos/thomasletholsen/8373437317/
  35. 35. Copy with pride, and give credit Pic: www.flickr.com/photos/kioan/3518691708/
  36. 36. Create shareable images
  37. 37. Create a lot of video content Screencasts Browser-based movie creation Adobe Voice Mobile phone video capture
  38. 38. Create interactive infographics
  39. 39. Find free photos that you can use to illustrate your posts
  40. 40. Cross-publish as widely as possible
  41. 41. Re-purpose, re-package, re-use content already created
  42. 42. What are your experiences with Content Marketing? michael@cocosocial.de Twitter @michaelheipel Blog: michaelheipel.wordpress.com

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