The document outlines how to develop an effective content marketing plan for events companies. It recommends generating at least 15 pieces of raw content from various sources over 3 months. The content should then be amplified across multiple formats and channels, including blogs, eBooks, slideshares and videos. All content assets should include calls-to-action linking to lead generation and the event website to drive traffic. The goal is to repurpose content across these channels to reach potential customers at different stages of the buying process.
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How to develop a great content marketing plan in 3 simple steps
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
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
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
15Raw
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
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
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 Blog Blog
15
15
2
2
2
2
1
1
Blogs
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