Content: Optimizing the Events Channel
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This document discusses optimizing the events channel through content marketing. It provides tips on building an effective content marketing process for events, including gathering team members, understanding the buyer persona, creating a content campaign plan, scheduling content pieces, and tracking what content works. The presentation also provides examples of how Kapost and Marketo approach content marketing for events, such as creating pre-event, during event, and post-event content like blogs, videos, and resources. Finally, it outlines 5 best practices for an effective modern sourcing strategy through event content marketing.
Content: Optimizing the Events Channel
- 1. Content: Optimizing the Events Channel Presented by:
- 2. Housekeeping Your Participation Open and hide your control panel Join audio: • Choose “Mic & Speakers” to use VoIP • Choose “Telephone” and dial using the information provided Submit questions and comments via the Questions panel Note: Today’s presentation is being recorded and will be provided to attendees. ©2013 Certain, Inc. - Confidential 2
- 3. Presenters Patrick Cava Jesse Noyes Dayna Rothman Sr. Manager Product and Partner Marketing Sr. Director Content Marketing Sr. Manager Content Marketing ©2013 Certain, Inc. - Confidential 3
- 4. About Certain Proven Platform Support for Millions of Attendees Experience in Enterprise Technology Seasoned Team +600 Customers Execute Complex Events at Scale Established SaaS Business Robust Infrastructure ©2013 Certain, Inc. - Confidential 4
- 5. Integrated, Comprehensive Platform PLAN & MANAGE UNDERSTAND Capture Data & Measure Event Success • • • Rich Attendee Profiles Accurate Event Costs Event Intelligence Flawlessly Execute & Control Costs • • Collaboration, Planning, Sourcing and Budgeting Tools Event Lifecycle Management ENGAGE Personalization & Participation • • • • Personalized Experiences One-to-One Appointments Mobile, Social Participation Consistent Branding ©2013 Certain, Inc. - Confidential 5
- 6. About Kapost Kapost is the leading provider of Content Marketing software that enables companies to manage their content marketing as a structured business process. Through its platform that manages the ideation, production, distribution, audience development and analytics of content marketing, Kapost empowers marketers to generate more content, more traffic and more leads. Kapost customers include brands like Intel, AT&T, mongoDB, and Allstate. ©2013 Certain, Inc. - Confidential 6
- 7. About Marketo Marketo provides a leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships. Spanning today’s digital, social, mobile and offline channels, the Marketo solution includes a complete suite of applications that help organizations acquire new customers more efficiently, maximize customer loyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing’s contribution to revenue growth. ©2013 Certain, Inc. - Confidential 7
- 8. Agenda • Why content marketing? • Building the process • Putting it into practice • 5 best practices • Q&A ©2013 Certain, Inc. - Confidential 8
- 9. Events are Content Delivery Opportunities • Most effective content marketing channel • Education/content is the number one reason for attending events • Every type of participant has content to deliver and consume 70% of Attendees evaluate ROI by the quality of sessions -2013 Certain User Conference Survey Content Marketing Institute's (CMI) most recent report, B2B Content Marketing: 2012 Benchmarks ©2013 Certain, Inc. - Confidential 9
- 10. Challenges • Multitude of content channels within a single event • Maintaining quality and relevance • Variety of participant types with unique goals • Measurement and refinement • • • • Product Usage ? • • ? Market Trends Thought Leadership Product Capabilities Differentiators Product Training Customer Integration Capabilities Late Stage Prospect New Product Releases • • ? ? Early Stage Prospect Analyst VP ©2013 Certain, Inc. - Confidential 10
- 11. Building The Process Jesse Noyes Sr. Director, Content Marketing @noyesjesse ©2013 Certain, Inc. - Confidential 11
- 12. Any Event Marketer will Tell You, You Need a Good Checklist ©2013 Certain, Inc. - Confidential 12
- 13. What Can Content Do for Events? 1. Drive registration and attendance 2. Drive engagement and interaction 3. Drive leads and sales opportunities ©2013 Certain, Inc. - Confidential 13
- 14. Treat Your Content Like Campaigns There’s a “before.” There’s a “during.” And there’s an “after.” ©2013 Certain, Inc. - Confidential 14
- 15. Gather Your People ©2013 Certain, Inc. - Confidential 15
- 16. Know Your Buyer ©2013 Certain, Inc. - Confidential 16
- 17. Sketch Out Your Campaign ©2013 Certain, Inc. - Confidential 17
- 18. Schedule Your Content Pieces ©2013 Certain, Inc. - Confidential 18
- 19. Set Your Tasks and Keep Track of Deadlines ©2013 Certain, Inc. - Confidential 19
- 20. Collect Feedback ©2013 Certain, Inc. - Confidential 20
- 21. What’s Your Engagement Strategy? 1. Live tweeting and blogging 2. Use hashtags 3. Social ads with relevant content ©2013 Certain, Inc. - Confidential 21
- 22. Finish Strong ©2013 Certain, Inc. - Confidential 22
- 23. Give Sales a Chance ©2013 Certain, Inc. - Confidential 23
- 24. Go After Longtail Value ©2013 Certain, Inc. - Confidential 24
- 25. Track What Worked (And What Didn’t) 1. Blog stats and inbound activity 2. Email opens and click-throughs 3. Tweets, likes, shares 4. Sales opportunities ©2013 Certain, Inc. - Confidential 25
- 26. Recently, at Kapost… ©2013 Certain, Inc. - Confidential 26
- 27. Let’s Review 1. Take a checklist approach to content 2. Think of content like campaigns 3. Gather your people – collaborators and approvals 4. Create workflow – tasks, schedules, and campaign synopsis 5. Track what works – and what doesn’t ©2013 Certain, Inc. - Confidential 27
- 28. How Marketo Does Content for Events Dayna Rothman Sr. Manager, Content Marketing @dayroth ©2013 Certain, Inc. - Confidential 28
- 29. Promoting Your Event Presence with Content What does your event presence look like? • Expo hall • Speaker sessions and other thought leadership • Ancillary events • Parties? • Customer events? • Breakfasts/lunches, etc? • Contests (pre-event, during, and after) © 2012 #RevEngine Marketo, Inc. Marketo Proprietary and Confidential
- 30. Targeting and Segmentation Who is attending your event? Do you have content speaks to your different personas? • Targeted event content for different attendee audiences • Targeted email sends • • • • Executive Practitioners Customers Prospects • Targeted session tracks • Executive • Practitioner • Partner/customer © 2012 #RevEngine Marketo, Inc. Marketo Proprietary and Confidential
- 32. Infographics Amplify your presence and engage your audience in a fun way. © 2012 #RevEngine Marketo, Inc. Marketo Proprietary and Confidential
- 33. Blog Posts • • • • • © 2012 #RevEngine Session information Expo hall information Event best-practices City best-of lists 1-2 blog posts per week starting 3 weeks out from event Marketo, Inc. Marketo Proprietary and Confidential
- 34. Event Planning Best-Practice Content • Provide helpful best practices for how to have an incredible event presence • Help partners and customer ramp-up for an event • Help attendees get the most out of their experience © 2012 #RevEngine Marketo, Inc. Marketo Proprietary and Confidential
- 35. Pre-Event Content Promotion • • • • © 2012 #RevEngine Include content in email promotions leading up to event Promote content on social channels Create PPC ads linking to your event content Include partners and customers in your content and have them help promote Marketo, Inc. Marketo Proprietary and Confidential
- 36. Content During an Event
- 37. Booth Content • Go beyond the datasheet! • Print out an infographic • Print out an ebook (as long as it is engaging!) • Offer a USB with your high value content • Offer any books your employees have written © 2012 #RevEngine Marketo, Inc. Marketo Proprietary and Confidential
- 38. Live Blogging • • • • • © 2012 #RevEngine Session recaps Keynote recaps Photo posts Expo hall musings Influencer interviews Marketo, Inc. Marketo Proprietary and Confidential
- 39. Visual Notetaking • • • • © 2012 #RevEngine Visual representation of your session content Extends the conversation and builds buzz Enables a better understanding of key takeaways Gets attendees to look up from their devices! Marketo, Inc. Marketo Proprietary and Confidential
- 40. Influencer, Customer, and Partner Interviews • Interview influencers on an industry-related topic and film (or blog) their answers • Interview customers to get testimonials • Interview partners or have them involved in an event video © 2012 #RevEngine Marketo, Inc. Marketo Proprietary and Confidential
- 41. Event Photography • Capture attendees having fun! • Show off your event presence • Do daily photo recaps and post on social channels and Slideshare • Use photos for additional post-event content © 2012 #RevEngine Marketo, Inc. Marketo Proprietary and Confidential
- 42. Session Content • Design session tracks based on: • Persona • Interest • Buying stage © 2012 #RevEngine Marketo, Inc. Marketo Proprietary and Confidential
- 43. Content After an Event
- 44. Wrap-Blogs • Summary wrap-ups of: • Sessions • Expo hall • Photos • Include wrap-up posts in event follow-up emails and on social media © 2012 #RevEngine Marketo, Inc. Marketo Proprietary and Confidential
- 45. Session Recordings • • • • • © 2012 #RevEngine Every session should be recorded—live and virtual Send out recordings to attendees/registrants Create a resource page for your recording Promote your recording on social channels Include recording in lead nurture tracks Marketo, Inc. Marketo Proprietary and Confidential
- 46. Ebooks and Other Content Assets • • © 2012 #RevEngine Collect quotes from attendees (customers and partners) Quotes can be about your product or service OR they can be about best practices Marketo, Inc. Marketo Proprietary and Confidential
- 47. 5 best practices for a modern sourcing strategy 1. Understand your audience 2. Build a plan for the entire event lifecycle 3. Target and personalize your content to the audience 4. Repurpose! 5. Track what works – and what doesn’t – refine. ©2013 Certain, Inc. - Confidential 48
- 48. ©2013 Certain, Inc. - Confidential 49
- 49. Resources User Conference Whitepaper: Technology Guide to Exceptional User Conferences discover.certain.com/exceptional-user-conferences-tech-guide.html Personalized Event Experiences Whitepaper: Designing more powerful and productive event experiences for all participants certain.com/index.php/resources/white-papers/personalized-event/l Kapost’s Blueprint of a Modern Marketing Campaign: Streamline your content marketing efforts into a structured and successful system kapost.com/landing/blueprint-of-a-modern-marketing-campaign kapost.com/resources/ Marketo’s Definitive Guide to Event Marketing: marketo.com/definitive-guides/event-marketing/ marketo.com/resources/ @certain @kapost @marketo ©2013 Certain, Inc. - Confidential 50
Editor's Notes
- #3: Before we begin, a couple of housekeeping issues. You may join the audio portion of the event using your phone or using your computer audio.Throughout the event, please feel free to enter any questions through the questions panel on the right. There will be time at the end for us to answer your questions. Also a recording of the event will be made available after the event.
- #6: .
- #9: dayna (20+ minutes)how does marketo use content at eventssession, booth, collateral, promotional (before, during, after)targeted content (e.g. specifically designed for audience)e.g. different tracks (social, etc.)content-creation techniques (possibly research)jesse (how to use a 'checklist' approach. developing a business process around content marketing) (how kapost organizes content around eventworkflow planning, approvals, editorial calendarreal example of event content marketing (j. miller event)how can kapost be used to target different personas & channelsvalue for event person, is that they can work out of one technology and publish to every channelcross-departmental collaboration on eventdifferent types of content (written, video,etc.)
- #11: There are a multitude of content channels within a single eventEvery channel leveraged in a normal marketing program is leveraged within an eventDatasheets, presentations, video recordings, social media, email, advertisingHow do you leverage the right ones effectively?Maintaining quality and relevanceCreating quality content is essentialRequires collaboration and the expertise to createVariety of participant types with unique goalsEvery attendee and partcipant has their own goalsCustomers, prospects, and partners want to consume education and trainingExhibitors and sponsors want to deliver their message to motivateHost organizations want to maintain competitive edge, deliver value, and drive salesMeasurement and refinementRequires the same amount of measurement as other marketing programsHow do you know it provided value?How do you choose the right channels and content for your event and demonstrate ROI
- #12: jesse (how to use a 'checklist' approach. developing a business process around content marketing) (how kapost organizes content around eventworkflow planning, approvals, editorial calendarreal example of event content marketing (j. miller event)how can kapost be used to target different personas & channelsvalue for event person, is that they can work out of one technology and publish to every channelcross-departmental collaboration on eventdifferent types of content (written, video,etc.)
- #28: Possible Best Practices:Understand your audienceWhat types of content do they respond to.Does your messaging match their personaBuild a plan for entire event lifecycleAddress before, during, and afterUse technology for greater efficiency, collaborations, etc.Leverage the right event content channelsTo which do your attendees best respond (e.g. social, print collateral, short presentations, long presentations, etc.)Design your content to each channelUnderstand the purpose of each content marketing channel (e.g. different audience, stage in buying cycle, etc.)Collaborate with expertiseUse tool to collaborate on content creationMeasure your content marketing effortsMake them trackableTechnology enablement (e.g. content marketing tools, integration with marketing automation & CRM, etc.)Refine your content marketing efforts for subsequent events
- #49: Possible Best Practices:Understand your audienceWhat types of content do they respond to.Does your messaging match their personaBuild a plan for entire event lifecycleAddress before, during, and afterUse technology for greater efficiency, collaborations, etc.Leverage the right event content channelsTo which do your attendees best respond (e.g. social, print collateral, short presentations, long presentations, etc.)Design your content to each channelUnderstand the purpose of each content marketing channel (e.g. different audience, stage in buying cycle, etc.)Collaborate with expertiseUse tool to collaborate on content creationMeasure your content marketing effortsMake them trackableTechnology enablement (e.g. content marketing tools, integration with marketing automation & CRM, etc.)Refine your content marketing efforts for subsequent events