Exactly what is content marketing? It’s the practice of attracting, acquiring and engaging prospects and customers by distributing relevant and valuable information. It’s a strategy built on the belief that if we establish a relationship with potential customers by regularly delivering valuable data, they will eventually return to us with their business.
It works for some of the savviest brand marketers in the world. It also requires a steady stream of content, which creates challenges for many already under-staffed marketing departments.
That’s where event programs come into play.
Think of all the materials produced for trade shows, meetings and conferences. Keynote speeches and executive presentations. Session handouts. Videos. Market research, competitive analyses and more. Re-purpose these materials and suddenly event programs become a remarkably efficient delivery mechanism for content that can be leveraged across other marketing channels like white papers, webcasts, slide share sites, blogs and even YouTube posts, Twitter campaigns and Flickr shares.
It’s a whole new way of looking at the value of trade shows and conferences.