1. Articles in category: Events

    1-6 of 6
    1. How to Intertwine Content Marketing With Event Promotion

      How to Intertwine Content Marketing With Event Promotion

      Eighty three percent of B2B marketers are heavily invested in events. And 45 percent of event planners say budget is the biggest challenge when planning an event. One way marketers can improve event performance without inflating their budget is to focus on promoting the event digitally. This is beneficial not only to an event's success, but your marketing strategy as a whole.

      Leila Dorari at Site Pro News argues that event promotion can also be beneficial outside of increasing attendance:

      With appropriate advertising, you are not only ensuring your event will be visited by enough people, you’re also building a name for yourself and setting the groundwork for future marketing efforts.

      Use these tactics pre-event for promotion and post-event to create excitement.

      • Create a dedicated event page optimized for SEO.
      • Create blog posts and other content around the event.
      • Schedule out email campaigns around the event.
      • Send thank you emails (or actual letters!) to event attendees.

      Promotion prior to, and repurposing post-event, are integral to event marketing's success. But don't forget to also leverage digital during the event, to generate excitement, spur conversation, and increase brand awareness. This can include:

      • Using the event hashtag, sharing pictures, and asking questions during the event.
      • Creating blog posts and other content summarizing key takeaways from the event.
      • Networking, and sharing printed content at the event.

      Dorari offers more tactics for improving your event marketing strategies via the link below.

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    2. Buyer's Journey Myths Unmasked

      Buyer's Journey Myths Unmasked

      Marketers are constantly adjusting their strategies around the buyer's journey and what we believe to be true about how our customers interact with us - but to what extent are the rumors surrounding the buyer's journey true? Lori Wizdo of Forrester took on buyer's journey myths during a recent event in Boston. Myth #1: the funnel is dead.

      Lori was quick to point out that contrary to what some folks say, the funnel is not dead. “Marketing has significantly improved their nurturing process, with 22% more campaigns launched than in the past, four or more touches of leads within the nurturing cycle, and execution of lead scoring. There is more early funnel activity, and greater impact by marketing on the sales funnel; however, we are not where we need to be.”

      She goes on to discuss buyer personas, gathering leads and the impact of sales reps in the buying process. Interested in gaining more insight into the buyer's journey? Check out the full article. 

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    3. The Next Stage in the Evolution of Content Marketing = Content Curation

      The Next Stage in the Evolution of Content Marketing = Content Curation

      Michael Brenner provides a good wrap-up of the recent Content Marketing World event which had 1,700+ attendees.  No doubt, content marketing is here to stay. Michael's #4 comment about the future of content marketing is especially powerful:

      Customer-centricity must be at the heart of content marketing objectives. We have to make it all about the customer. And if we do execute on the vision of “brand journalism,” buyers will learn to trust us. And this will ultimately influence sales."

      This is why I am such a strong proponent of content curation (in the spirit of full disclosure, I am the CMO of Curata, a content curation SaaS provider) Too many marketers today are under the impression that they can be the sole source of original content for their audience. (refer to STOP Egocentric Marketing) Best-in-class marketers (e.g., IBM, Adobe, Intel) have already come to the realization that to best meet their audiences' needs, they must complement their created content with curated content. Buyers want to view different opinions and perspectives as they vendors' created content; and if you can deliver to them the best that the Web has to offer along with your own insight (i.e., through curation), then you've increased your value add and audience engagement. I believe that the next stage of evolution in content marketing is to better leverage content creation by complementing it with content curation.

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    4. Free Webinar - Content Marketing: Make It work

      According to the Content Marketing Institute, 9 out of 10 marketers are using content marketing these days. At the same time, approximately 64% of marketers report that creating sufficient content is a constant challenge that prevents them from truly succeeding with content marketing.

      In this webcast, Pawan Deshpande, CEO of Curata and Aaron Dun, VP of Marketing at Percussion, will walk you through real-world examples of organizations that have tackled the content "problem" and provide you with tactics you can implement today.

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    1-6 of 6
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