What You Need to Know About Content Marketing

By Dawn Reiss, April 11, 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 125 times, 1 visits today)

During a recent speech at Leadercast, Andy Stanley challenged the way leaders often delegate.

Home-based and remote work are steadily increasing trends that are inspiring shared meeting and non-traditional work spaces.

Stephanie Donoho, administrative director of the Kohala Coast Resort Association dispels myths from the Big Island’s 2018 eruption.

Here are four ways to incorporate mindfulness into meetings.

Explore L.A., where the great outdoors awaits groups.

The golden formula for all meetings, incentives and event professionals is as simple as SOUP.

Here are the latest trends to help you combat stress during your workday

Adding to your rotation of industry podcasts could take your business to the next level.

The best social media practices for meeting planners to engage your event attendees from start to finish

Great Wolf Georgia proves to be the perfect spot for meeting and event planners or simply a quick family getaway.

Explore Monterey, California, where the great outdoors awaits groups.

Katherine Lo, founder and president of Eaton Workshop and Sheldon Scott, director of culture at Eaton DC give us an inside look into the trendy DC stayover.

Stephanie Klett, Wisconsin’s Secretary of Tourism for the past eight years, was named as the new president and chief executive officer of VISIT Lake

Explore Squaw Valley, California, where the great outdoors awaits groups.

Read More