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.
Content Marketing for Conferences, Trade Shows and Events (IMEX 2015)
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
6. 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/
15. Just lucky punches or
good planning?
Pic: www.flickr.com/photos/sadjina/4099877085/
16. 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)
17. 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
18. 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
19. Why do people
share stuff?
The New York Times
Customer Insight
Group „The Psychology
of Sharing“
20. To bring valuable and entertaining content
to others
carefully consider how the information
they share will be useful to the recipient
94%
21. To define ourselves to others
share to give people a better sense of
who they are and what they care about
68%
22. To grow and nourish our relationships
share information because it
helps them connect
with others who share their interests
73%
23. Your customers want
to connect with each
other
It is not about you!
Pic: www.flickr.com/photos/kalexanderson/6667747963/"
24. Keep it simple... and
it will get shared…
and it won't get
muddled
Easy to read, easy to
share
25. No emotion =
no impact!
Fun, emotional, scary,
exciting, surprising,
anecdotal experiences
Pic: www.flickr.com/photos/light_seeker/6119578069/
41. 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?
42. 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