How to develop a good looking content marketing Plan Ricardo Molina – Co-founder & Director - BrightBull
About BrightBull We are a B2B marketing agency and consultancy reinvigorating the way in which B2B event companies generate leads and revenue through inbound marketing. Our team has been developing event marketing strategies and campaigns for over 15 years focusing on the results that matter most to events businesses, growth and revenue. Trusted by: #ppaconnect
Objectives of Content #LoveEventTech
Traffic Evergreen Content Engage = Adding value = Not about your event Social media engagement
The Boss Time Resources Obstacles to creating content
How to sell This to the big boss #LoveEventTech
Great Content but I need to sell my stuff? #LoveEventTech
96% of website visitors are not ready to buy Source: HubSpot 50% of qualified leads are not ready to purchase immediately. Source: Gleanster
Blogs attract traffic to your website & drive SEO Each blog has a link to downloadable ebook Every content asset will contain CTA to Lead Generation + event website All leads will be sent event information many times Each blog will have a CTA to your event too Leads will be on your DB to promote other events too
This model works #LoveEventTech
A simple Content Marketing amplification Plan #LoveEventTech
The goal is to repurpose the same content and create as many assets as possible Raw Video It is not rocket science. It is meant to be simple #LoveEventTech
A blueprint we devised internally and we follow it with all our clients Content Assets 15 + Raw Content = At least 3 months worth of content. 1 every week #LoveEventTech
Applies to any content generated from events or even your own publications Presentations from speakers Event programmes Conversations with potential speakers at research stage #LoveEventTech
Raw Content Blueprint eBook Slideshare s Infographic Interviews 4min Videos Speakers, end users, reaseach calls Lead Generation at Top of Funnel ebooks Based on ebook + Stats gathered If you have footage
Most event businesses stop here, and dump all content somewhere on their site with everything behind a gate -Content is not picked up by SEO -There is no visibility for the user -No value add -You are not driving additional traffic to your site -This is no lead generation campaign #LoveEventTech
Amplification #LoveEventTech
Our own case study: When you blog sporadically vs blogging consistently It is meant to be simple The blog
Raw Content Your blog is your tool eBook Slideshar e Infographic Blog Interviews Blog Blogs 2020
Groups Profiles Company D1 D2 D3 D4 D5 D6 Event Website / Blog 1 Blog Actions to promote blog Resist the temptation to sell event The aim is to drive traffic to site and add value through content Content 1
Add CTAs in your blog page + Links to your event
The Tech tools That will make this very easy #LoveEventTech
Tools: Blogging Your own CMS will have one
Tools: Content and Blog Writing
Tools: Simple Design of Content Pieces Self-serve
Tools: Landing Page Design + Forms Your own platform
Tools: Amplifying Aggregator with amplification
Tools: SEO Not cheap but very good
Thank you! Ricardo Molina Download the slides here: info.brightbull.co.uk/techfest Image credits: