Content Marketing in the Age of COVID

I am writing this post as we are now about six weeks into a pandemic like we’ve never experienced in our lifetimes. People around the globe have added words and phrases (social distancing) to their vocabulary and changed their behaviors (work from home) in ways they never had imagined at the start of 2020. So what does it all mean for business? For marketing? And specifically content marketing? Continue reading “Content Marketing in the Age of COVID”

5 Takeaways from March’s Virtual Events #expochat [Infographic]

The world changed overnight. We are now and for who knows how long physical separated- socially distanced. Obviously, this has been devastating to the events industry. Many have outright canceled, others postponed and still others are going virtual. Last week, I moderated an #expochat on the topic of virtual events. If you missed it, you can read through the full archive of the discussion. 

Continue reading “5 Takeaways from March’s Virtual Events #expochat [Infographic]”

5 Takeaways from January’s All About Event Marketing #expochat [Infographic]

Last week I moderated #expochat on Twitter and engaged with industry leaders on the topic of event marketing in 2020. When I started in event marketing with an association about two decades ago, we printed and mailed 35,000+ (yes!) multi-page brochures about “Annual Conference” to the membership. I think that approach would now be called “blanketing”. We put it out there to all to see what would stick. And I promise we weren’t crazy. If you’ve been in the industry a decade or less, I swear that was the industry norm.

Thankfully, things have changed steadily in the 20 years since this century began. Event marketing today is less about “butts in seats” or “exhibit hall aisles filled with bodies that may or may not be interested in the exhibits”. Rather than just getting people in the door and calling it a day, marketers today are reaching and then connecting with the right audience and demonstrating an event’s value to them and leaving an impression. Continue reading “5 Takeaways from January’s All About Event Marketing #expochat [Infographic]”

User Generated Content: Who, What, When, Where and Why

Have you noticed your friends sharing recent purchases or products they love on their social platforms? That’s a marketer’s dream: user generated content. Free advertising. 

User generated content is today’s brand advocacy. Officially, user-generated content (UGC) is defined as any form of content, such as images, videos, text and audio, that have been posted by users on online platforms such as social media and wikis. As consumers turn to their online acquaintances for purchasing advice more often, it’s become a critical component in marketers’ content marketing strategies. Think of it as an additional form of your content curation strategy (if you don’t have one of those, read this.

Here are the answers to the key questions (the who, what, when, where and why) marketers need to employ user generated content effectively in their strategies. Continue reading “User Generated Content: Who, What, When, Where and Why”

The Essential Guide to Business Blogging

Blogs are great things. They give businesses the opportunity to add fresh content to their websites and share their expertise while building thought leadership. But the downside of blogs as anyone who’s ever had to manage one knows all too well, is they can be hard to maintain consistently week in and week out. Yet, a blog’s success relies on doing exactly that. 

Unfortunately, many things get in the way of creating a powerful, successful blog including writer’s block, lack of time and lack of buy-in from colleagues. These challenges all limit productivity and value of the blog suffers.

The good news is that you don’t have to flounder. Here’s your guide through the best ways to overcome these challenges. By doing these things you’ll keep your blog current and full of relevant content that is valuable to your readers which in turn drive more traffic to your site, converts leads and positively impacts your bottom line!

So let’s go get it!

Continue reading “The Essential Guide to Business Blogging”

5 Digital Marketing Strategies To Stop Using Right Now

Remember film strips? (If you don’t, you’re probably under 21 and can learn more about them here.) But if you were a kid in the 60s-90s, that film strip projector rolling out was exciting. And they did the job well until something better—first VCRs, then DVDs and computers—came along and made them obsolete. Similarly, digital marketing has changed over the past few years and today some strategies that were popular maybe just five years ago aren’t generating results (and in fact, may be doing the exact opposite) now. Continue reading “5 Digital Marketing Strategies To Stop Using Right Now”

5 Takeaways from June’s Matchmaking #expochat [Infographic]

Last week, I moderated an #expochat on the topic of formal matchmaking programs at events. If you missed it, you can read through the archive of the discussion. One of the top reasons attendees come to events and exhibitors make the investment to showcase their products at events is to increase connections with the right people. Instead of allowing all of the networking and connections to happen organically, by chance or through hours of tedious work by attendees, show organizers can develop more engaging experiences for their participants by implementing formal matchmaking programs using technology to automate and refine the process. Continue reading “5 Takeaways from June’s Matchmaking #expochat [Infographic]”