Since traditional marketing vehicles have lost traction in recent years, event marketers have been forced to reconsider their options for attracting attendees to their events. Email open rates are often hit-or-miss propositions, direct mail expenses are on the rise and telemarketing campaigns sometimes fall victim to the voicemail delete button. Social media marketing is one way of reaching prospective attendees, but some campaigns fall flat because they don’t engage the reader. Engagement – or the act of drawing the participant into your conversation and interacting with them – is what makes social media campaigns successful. Retweets, “Likes” and “Shares” are all great examples of engagement. By employing content marketing via social media, event marketers can achieve even greater and more meaningful visibility with prospective attendees.
Content marketing and a related movement, content curation, have become ubiquitous buzzwords in marketing and social media circles. More than just hype, many brands have gained consumer visibility – and loyalty – by delivering regular, valuable content to their social media followers. A brand that is unable to deliver meaningful resources and practical content to its customers will stagnate or fail. Simply put, if your organization doesn’t deliver value, your customers will flock to your competitors or other resources that do. The same holds true with content marketing.
While content marketing offers great promise for meeting planners, it’s important to understand how these concepts work, especially with your current social media platforms:
Consider content marketing as an indirect sell to a prospective customer by offering information that will interest them. By sharing this information, your organization demonstrates its relevance to the consumer. Posting or repurposing information from your promotional brochure is not an example of content marketing. In fact, it’s the direct opposite because it doesn’t deliver valuable or practicable information to readers.
As more content floods the Internet and inundates social media sites in particular, brands must find ways to manage, organize and deliver relevant content to their audiences. This is precisely what content curation seeks to accomplish and many companies are lining up to offer this service. Social media sites like LinkedIn and Twitter, for example, continue to add features to help marketers segment content and to deliver it to relevant audiences.
Next – tips for getting started with a content marketing program!