How to develop a good looking content marketing Plan

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

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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

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

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Leads Traffic Evergreen Content Engage = Adding value = Not about your event SEO Social media engagement

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The Boss Time Resources Obstacles to creating content

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

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

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

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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

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

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

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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

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A blueprint we devised internally and we follow it with all our clients Raw Content = At least 3 months worth of content. 1 every week ?#LoveEventTech info.brightbull.co.uk/techfest @BrightBull

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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

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Raw Content Blueprint eBook Slideshares 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

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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

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

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

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Raw Content Your blog is your tool eBook Slideshare Infographic Blog Interviews Blog Blog 15 15 2 2 2 2 1 1 Blogs 20

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Actions to promote blog Resist the temptation to sell event The aim is to drive traffic to site and add value through content

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Add CTAs in your blog page + Links to your event

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

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Tools: Blogging

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Tools: Content and Blog Writing

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Tools: Simple Design of Content Pieces Self-serve

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Tools: Landing Page Design + Forms

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Tools: Amplifying Aggregator with amplification

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Tools: SEO Not cheap but very good

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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/