Use Your Digital Content to Generate Engagement IMEX Tech Hub

Use Your Digital Content to Generate
Engagement
IMEX Tech Hub, May 22, 2014
Speaker:
Johanna Fischer, Managing Director
tmf dialogue marketing & piranha content & pr
May 2014
Content marketing is any marketing format that involves the
creation and sharing of media and publishing content in order to
acquire customers.
This information can be presented in a variety of formats,
including news, surveys and their results, photos, videos, white
papers, e-books, infographics, case studies, how-to guides,
question and answer articles, photos, etc.
Content marketing creates interest in a product through
educational or informative material („stories“)
(source: Wikipedia, key word content marketing)
•
Content in Companies
Corporate content includes advertising and public relations
content (including press releases), as well as other types of
content produced for profit, including marketing information
and research.
Advertising can include auto-generated content, blocks of
content generated by programs or bots for search engine
optimization.
TARGET GROUPS in the MICE industry
Media
Event planners
Interaction of the target groups
Channels
COMPLEXITY MANAGEMENT:
For each WORKFLOW, PROJECT or PRODUCT you have
USERS and CONTENT
Internal and external USERS
Internal and external CONTENT
Connectivity and co-creation
Bundling of services and information
Complexity management =
CONTENT and ways to USE it smartly
CONTENT
CHANNELS,
TOOLS AND
TECHNICAL
POSSIBILITIES
Creators and curators
Creators:
content marketers post original texts, photos or
videos online that they themselves or involved
users have created.
Curators: content marketers take information,
photos or videos that they have found online and
repost them on sites designed for sharing images
with many people.
Content on curation platforms like paper.li and
Scoop.it
IMEX: Online Inspiration Hub - IMEX's favourite online content focussed on
incentive travel, meetings, events and exhibitions.
Mix it!
Good content marketing should be a mixture of
own (= created or user-generated)
and third-party /foreign content (curated or selected
content)
matching with relevant topics and strategies.
CONTENT
=
TRUST
Complexitiy Management Technology Content & Information Flows
PRISMAHUB technology (webservice)
• Sources need to be filed and sorted
• Archives will store media, pics, videos, campaigns etc. to be used again
(re-purpose)
• Creation of meta-data/tagging (not only for texts, but also for videos and
pictures)
• Sophisticated distribution into channels like Plasma/LED Screens, Apps,
website or newsroom, social media and e-marketing
Etc.
Complexitiy Management –
Delivers Structure for Content and its
Communication
How much engagement can you expect?
The scale is in balance
The orchestra sounds clear and perfectly tuned-in
Complexity management is also:
•
Consolidation and optimisation
•
Working in different global teams
•
Finding solutions for different projects
•
Re-purpose content
Complexity management helps to
Develop new service to clients, stakeholders and
readers/users
Provide brand portals
…. and
What`s the secret?
The “secret” to elite content marketing is realizing that part of
success depends on chance. We just bend those odds in our
favor by writing a steady stream of amazing content.
As you become more experienced, your success rate will
improve, but the key to content marketing success is always
simple:
Elite content marketers have short memories. They don’t
remember failure or rest on laurels.
(Nate Desmond, the Beginners Guide to Content Marketing)
THANK YOU!
Please don`t hesitate to contact me
for any further questions you might
have.
Follow me on
: @johannadialogue
Follow me on
: Johanna Fischer
Groups in Linkedin:
tmf-connect, mice-box,
experientialplanner
tmf dialogue marketing
Germany and India