1. How to develop a good looking content marketing Plan Ricardo Molina – Co-founder & Director - BrightBull

2. 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 www.brightbull.co.uk/ppaconnect @BrightBull

3. Objectives of Content ‪‪#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

4. Traffic Evergreen Content Engage = Adding value = Not about your event Social media engagement

5. The Boss Time Resources Obstacles to creating content

6. How to sell This to the big boss ‪‪#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

7. Great Content but I need to sell my stuff? ‪‪#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

8. 96% of website visitors are not ready to buy Source: HubSpot 50% of qualified leads are not ready to purchase immediately. Source: Gleanster

9. 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

10. This model works ‪‪#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

11. A simple Content Marketing amplification Plan ‪‪#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

12. 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 info.brightbull.co.uk/techfest @BrightBull

13. 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 info.brightbull.co.uk/techfest @BrightBull

14. 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 info.brightbull.co.uk/techfest @BrightBull

15. Raw Content Blueprint eBook Slideshare s Infographic Interviews 4min Videos 15 2 2 1 Speakers, end users, reaseach calls Lead Generation at Top of Funnel ebooks Based on ebook + Stats gathered If you have footage

16. 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 info.brightbull.co.uk/techfest @BrightBull

17. Amplification ‪‪#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

18. Our own case study: When you blog sporadically vs blogging consistently It is meant to be simple The blog

19. Raw Content Your blog is your tool eBook Slideshar e Infographic Blog Interviews Blog 15 2 2 2 2 1 1 Blogs 2020

20. 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

21. Add CTAs in your blog page + Links to your event

22. The Tech tools That will make this very easy ‪‪#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

23. Tools: Blogging Your own CMS will have one

24. Tools: Content and Blog Writing

25. Tools: Simple Design of Content Pieces Self-serve

26. Tools: Landing Page Design + Forms Your own email platform

27. Tools: Amplifying Aggregator with amplification

28. Tools: SEO Not cheap but very good

29. Thank you! Ricardo Molina - @brightbull Ricardo@brightbull.co.uk Download the slides here: info.brightbull.co.uk/techfest Image credits: https://www.flickr.com/photos/wscullin/3770016707 https://www.flickr.com/photos/7953061@N02/14265784357 https://www.flickr.com/photos/92414546@N04/14441260000 https://www.flickr.com/photos/mbiddulph/5310895988 https://www.flickr.com/photos/streetmatt/15851429459/ https://www.flickr.com/photos/wiertz/10610370136 https://www.flickr.com/photos/rpmarks/16971428607 https://www.flickr.com/photos/gozalewis/3351037214/