What You Need to Know About Content Marketing

By Dawn Reiss, April 4, 2017

The rules of content marketing have changed over the last five years, and now more than ever, quality trumps quantity. “Anyone can create content,” says Joe Pulizzi, founder of Content Marketing Institute, which produces the annual Content Marketing World Conference & Expo, “but very few companies do it right.” Consider this breakdown of everything you need to know about content marketing for your 2017 events.

Who?

Events are multigenerational, and your content should be too, says Sherry Beck Paprocki, author of “Content Marketing: 50 Ways to Tell Your Story” and president of American Society of Journalists and Authors. “Planners expect to reach 25- to 75-year-olds,” says Paprocki, who has overseen a variety of national conferences. “When you span a wide age demographic, [you need] niche printed materials, websites, apps, daily e-blasts and sessions specific to each age range.”

What?

Paid social media content is in; organic posts are out. This wasn’t the case several years ago when many content creators tried to build an audience organically. Over time, companies saw little engagement as Facebook made changes to its algorithms, which act as gatekeepers to content shown in fans’ newsfeeds. “A lot of companies now see social media as pay-to-play,” says Pulizzi. “They know if they are doing something on social, they can’t control Facebook algorithms.”

When?

“Instead of [promoting content] for the week of a conference only, do it all year,” says Pulizzi. Communicate with attendees and deliver value every day. Doing so will make your audience more likely to come to events, as well as spend more money while they are there, he continues.

(Visited 140 times, 1 visits today)

We asked and you answered. Behold, our list of your favorite venues in the East to conduct events and meetings. Congratulations to all.

Event tech probably will never replace face-to-face meeting. But new technology can drive those interactions to make events more meaningful.

Learn about communication styles and how best to listen and speak to those who appear to be critical and confrontational.

AV experts break down the seemingly complex audiovisual world, sharing knowledge that event professionals from all levels of experience can use.

Orlando World Center Marriott, with 450,000 square feet of meeting space and loads of kid-friendly amenities and nearby attractions, appeals to attendees

The Latest