When flipping through a magazine, watching TV, or listening to the radio, how often do you skip a full page advert, or become inattentive whilst an advert is playing? That’s because 70% of people would prefer to learn about a brand through articles – and meaningful content – than they would through advertisements.
For this reason, content marketing generates three times more leads than traditional marketing. Whilst advertising is an effective tool, content marketing and earned media offers third party credibility through media endorsement, driving a brand’s messaging, generating awareness and supporting in lead generation.
Are you using content marketing effectively to publicise your events, trade shows and conferences? Kirsten Roos and Samantha Thomas, Managing Partners at Pulse Communications, provide their top tips to use content marketing effectively in your overall marketing strategy:
PR is not an afterthought
In order to maximise efforts, and get placed in those coveted long-lead titles, ensure that you start your PR and content marketing efforts at minimum three months prior to your event (where possible). This is because most business and trade magazines work according to a three-month lead-time on content, and it also allows broadcast and digital platforms to build your content into their calendars.
Utilise your thought leaders
Your speakers, exhibitors, sponsors and own internal staff are all leaders in their own fields. Commentary from these thought leaders provides an abundance of content, insight and expertise for media titles to ensure you’re reaching a myriad of different audiences who all may be interested in your event.
Your event is done and dusted, but there is huge power in your post-event media relations (so don’t go quiet now). Recapping on highlights, statistics (such as number of attendees compared to previous years) drives the credibility of your event and ensures you’re marked in the diary for the next one.
For more information on Pulse Communications, and to connect with the team on your content marketing needs, visit www.pulseconnect.co.za