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. Clients 3. What is your story? 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. What is Content Marketing? 6. The overarching practice of using information and entertainment to promote a brand or a product Source: Contently 7. Content Marketing Social Media Marketing 8. The Furrow / John Deere Since 1895 Circulation of 1,5 Mn. 40 countries, 12 languages Multimedia publication 9. What Are The Challenges Of Content Marketing? 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. Content Explosion! www.flickr.com/photos/markchadwick/14533358719 12. Just lucky punches or good planning? Pic: www.flickr.com/photos/sadjina/4099877085/ 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. 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. Lets 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. Why do people share stuff? The New York Times Customer Insight Group The Psychology of Sharing 17. To bring valuable and entertaining content to others carefully consider how the information they share will be useful to the recipient 94% 18. To define ourselves to others share to give people a better sense of who they are and what they care about 68% 19. To grow and nourish our relationships share information because it helps them connect with others who share their interests 73% 20. Your customers want to connect with each other It is not about you! Pic: www.flickr.com/photos/kalexanderson/6667747963/" 21. Keep it simple... and it will get shared and it won't get muddled Easy to read, easy to share 22. No emotion = no impact! Fun, emotional, scary, exciting, surprising, anecdotal experiences Pic: www.flickr.com/photos/light_seeker/6119578069/ 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. Useful Informative Entertaining 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. Visual Content Marketing 27. Images beat text 28. Video beats image Vine, Youtube, Vimeo, Instagram Video Facebook Video 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. Some cases 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. 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. Wrap-up: 8 hands-on tips to get your content marketing rolling! 34. Fail early, fail often, fail cheap! www.flickr.com/photos/thomasletholsen/8373437317/ 35. Copy with pride, and give credit Pic: www.flickr.com/photos/kioan/3518691708/ 36. Create shareable images 37. Create a lot of video content Screencasts Browser-based movie creation Adobe Voice Mobile phone video capture 38. Create interactive infographics 39. Find free photos that you can use to illustrate your posts 40. Cross-publish as widely as possible 41. Re-purpose, re-package, re-use content already created 42. What are your experiences with Content Marketing? michael@cocosocial.de Twitter @michaelheipel Blog: michaelheipel.wordpress.com