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.
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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.)
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
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.)
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
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
