conference content as a marketing machine 2012 pcmalwehking_omnipress.v3
TRANSCRIPT
omnipress.comProviding Big Ideas for Your Educational Content
Conference Content as a Marketing Machine
Paul WehkingV.P. of Strategic Accounts
23Prin
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Flash Drives
Online
Community
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Source: Capitalizing on Content Survey, Omnipress, July 2011
Content as a Marketing Tool
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Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases.
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Consuming Content
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Finding and Sharing
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What’s This Content Stuff?
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Event ContentMarketing Social Educational Event
Articles Tweets Papers Program Info
Videos Photos Presentations Session Descriptions
Interviews Reviews (like, sharing)
Recorded Sessions
Biographies
Surveys/data Technical Papers
Abstracts
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WIIFT?
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Content Channels
► Event web site/Community (people & content)
► Blog (Org or event)
► Knowledge Centers (vast content = many views)
► Automated Marketing – Pardot, Eloqua, etc, etc
► Social Media Outlets
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Event Websites/Communities
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People and Content
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Updates to Popular Sessions
► BIO screen shot here
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omnipress.comProviding Big Ideas for Your Educational Content
Fact! – Blogs Drive Traffic
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Blogs are Drip Marketing Machines
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omnipress.comProviding Big Ideas for Your Educational Content
► Journal articles ► Recorded sessions► Session snippets, summaries► Keys:
▪ Set up to capture▪ Manufacture nuggets▪ Push meaningful content
40%
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► Knowledge Center opens pre-event► TRB marketing kicks in
▪ E-newsletter, conference updates, searches, post event mktg
► Seed Social Media, Speakers Evangelize► Post event: Point to 2012 Reg.► Findable, shareable
Online Knowledge Centers
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Google Analytics stats here
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Other interesting TRB stats
78% of these are NEW visitors
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Drip marketing is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time.
► Email ► Timed► Based on behavior
omnipress.comProviding Big Ideas for Your Educational Content
omnipress.comProviding Big Ideas for Your Educational Content
EVENTJan Dec
Blog: Articles
Event Website/Community
Knowledge CenterPapers
Handouts Recorded Sessions
Emails / Drip Programs
Automated “Drip” Marketing
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Plan
► When: Pre, During, After► What: Content Assets ► How/Where: Channels► Who: Segment
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Thank You!