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Video is the fastest growing format online, but most events organisers fail to cash in on this global online trend. Instead they are wasting their money on video designed for the last century – completely ignoring how peopele are consuming video today. Our advice is based on research and it goes like this: be short, to the point and on message. And this: it’s 90% planning and 10% execution.
Engaging content is about storytelling. Since humans gathered around the fire stories have fed people’s imagination and whoever tells a good story is sure to capture her or his audience. But how do you tell the story of your event? We asked Sarah Gaffney, Senior Marketing Manager at UBM, who runs a content marketing campaign for ‘Sleep’, an annual event for hotel design.
Digital Asset Management may sound like a boring thing to get into, but with the proliferation of content marketing many brands and agency need to get their house in order if they want to scale their content output. However, the market is fragmented and confusing. Here are our top tips on how to navigate through the DAM swamp.
This year Kontenthaus is supporting the Festival of Marketing with content marketing services, which has been great fun. We spoke to Commercial Director Kate McVeigh about what makes this event so different and how her team goes about creating great content with Festival partners to provide value to visitors before, during and after the event.
We spoke to Liam Harrington, CEO and Co-founder of UNILAD, about marketing to young people. His piece of wisdom? Young people don’t mind being marketed to, but you have to get the tone right. It’s all about content marketing, which is “a bit like a spoonful of sugar makes the medicine go down”.
Tim Headley from Briefing Media talks about why content marketing has become such an important tool for event marketers. It’s all about “giving your audience what they want” according to Tim. Where hard sales messages fail, quality content can create real engagement. Read the full interview here.
We caught up with Richard Waddington, Chair of the Event Marketing Association, to discuss how the role of the corporate event planner has changed over the past years. “You have to understand the objectives to be able to deliver, which means you have to think and behave like a marketer”, Richard explains.
Michael Oakes, Head of Programmes at the Economist, told us how his team managed to launch a global event from scratch by using social media. Find out how he and his team leveraged LinkedIn and Twitter to reach out to their target audience and engage the right people and experts.
We spoke to Ben Wood, Marketing Director at Incisve Media, about how new challenges are shaping the events industry, from technology to content marketing and social. Ben told us how Incisive is driving better engagement with editorial content. Watch the video or read the transcript here.
Informa is undergoing a massive transformation to grow its audience via content marketing and a renewed focus on digital channels. We caught up with Informa’s Chief Audience Officer Isobel Peck to discuss the changes at Informa and how it has impacted her marketing and recruitment strategy.
LinkedIn is the world’s biggest social platform for professionals and an excellent tool for B2B marketers. However, we have met very few marketers who truly understand how to unleash the power of LinkedIn. Here is our five-step guide for event marketers on how to rocket-fuel your campaign at a ridiculously low cost.
We spoke to Susanna Kempe, CEO of WTG Events, about the main challenges for the events industry. “We have the opportunity to fly or go crashing into the rocks”, she told us. Whilst the industry faces great challenges from free and cheap events, there is also opportunity with the growing demand for better intelligence and face-to-face gatherings.
For the last three years Kontenthaus has run many content marketing campaigns for large and small events organisations. We learned that the same rule applies to marketing as to all other editorial content: it as has to be relevant and actionable. This will make the difference between a good and a bad content marketing campaign.
Is nobody reading you content? The most likely reason is that you are not following to the “good content guide”. To succeed in publishing brands need to think like publishers. That means content has to be useful and valuable. And by that we don’t mean valuable to your board directors, but to your audience. Here are our 10 rules for creating “good content”.
Content Marketing ROI – does such a thing exist? Or is it just the figment of imagination of overzealous content marketing sales people trying to convince you that there’s a simple formula to measure your return on investment? Here we are debunking the myths and talk about how to realise the compounding return of content marketing.
Pre-event marketing can be a difficult balance between PR demands and the need to produce quality content for lead generation. Here is a short guide how event marketers can involve sponsors and speakers in creating content delegates and visistors want by talking more about the ‘why’ and less about the ‘what’. A tactic that ensures everybody wins.
Question: how can brands build an audience? Answer: by building relationships. And we all already know how to build relationships as we’ve been doing it all our lives. Just think about when you tried to find your first partner in life. Here we explain how easy it is for brands to build relationships of mutual trust and affection. It’s love, actually!
Here we talk about how events companies can grow engagement and visitor numbers by deploying a smart content marketing techniques. The great thing about event companies is that they already produce amazing content. The challenge, however, is how to effectively capture and harness the power of it.
Many B2B marketers wrangle with the question of content frequency and mostly this is a matter of budget. Particularly marketers with limited resources, ie. mostly those working for start-ups or medium sized companies, need to be smart when it comes to investing in content. So how often do you need to publish content?
Online users don’t trust travel companies to provide them with reliable information when it comes to researching their next holiday. This damning verdict was announced by UK’s travel industry body ABTA as part of its annual Consumer Survey. So why do UK consumers trust Google more than their holiday provider? It’s a simple content marketing failure.
Opening up can be a scary principle for financial brands. However, American Express have shown the way with their OpenForum Platform. We are sharing the main lesson learned: 1. Be in it for the long haul 2. Remove barriers 3. Follow your customers and they will follow you 4.Build relationships on the principle of reciprocal atruism.
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