Developing a content strategy for your meeting or event can be daunting, but by pulling your team together and asking a few questions you can get a good handle on what needs to be done. Here are a few ideas to get you started.
I will be on the blogtalkradio show, Breakthrough Business Strategies with Michele Price at 1:15 pm est, December 24 (yes, Christmas Eve) to discuss these tips in more detail.
Michele and I will focus on the following points:
How to Assemble Your Team
Your fresh, quality content should be the fulcrum of your content marketing strategy.
To ensure that all aspects of your marketing coneys the same voice, collaborate with all relevant departments. These might include, public relations, traditional marketing, search engine optimization and/or design. Also consider enlisting non-marketing related employees from within your company who may be able to share their expertise in blog articles.
Identifying Who and Where Your Audience Is
Create persona profiles of your ideal customers/clients/attendees. Are they mostly men? What is the average age? What other interests do they have? What strong opinions do they hold? Search the topics they are interested in on the major social media platforms and in discussion groups.
Getting Clear on Your Topic/Message
You may want to boil it down to a tagline that you use beneath your logo or on your website. Aim for a topic or message that carves out a particular niche. For instance, if you create promotional materials, do you emphasize sustainability? A more narrow topic or message helps you to stick out and rank higher with the use of long-tail keywords.
Finding Captured Content You Can Use
If you are an event organizer, chances are you are creating excellent content for your target market at your face to face events. Make sure that you are capturing this content in summaries, videos, audio recordings and photos. Have your speakers sign waivers granting you permission to post versions of their presentations on your blog. Make sure what you post is web-friendly; keep video to 20 minutes or less, write blog posts that are chunked and not more than 1,000 words in length (600-700 words, ideally.)
Assessing Your Current Position & Establishing Clear Objectives
Conduct a social media and website audit. Use analytics tools such as Google Analytics, Hootsuite and Facebook Insights to get a clearer picture of the amount and type of engagement your content is receiving at present. Identify demographics of those who are interacting with you already. Set up clear objectives for how you would like this to improve in the next 6 months, year, etc.
If you have any specific questions about content marketing strategy you’d like us to address, please share them here in the comments!
Again, I will be on the blogtalkradio Breakthrough Business Strategies with Michele Price at 1:15 pm est, December 24 to discuss this more. I hope you can join us!