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Published in Business Value category on (12/03/2014)

“Content for Conversion” Recap: Why Events Need Content Marketing

matt-heinz-thumbnailLast month we were lucky enough to welcome Matt Heinz, President of Heinz Marketing and contributor to the book Making Rain with Events, for a live webinar hosted by author Scott Ingram. Matt shared key tips and insights for really stretching the limits of your content at events to drive more targeted leads.  The webinar, Content for Conversion, served as a virtual how-to guide for building and justifying a content strategy for events. Matt highlighted the importance of content marketing and exactly how you can leverage content before, during, and after each event.

Matt acknowledges one of the biggest challenges for content marketers is the ability to prove the results of their efforts to the organization. Instead of measuring things like impressions or traffic, we need to be measuring conversions. And when it comes to content marketing for events, we should be measuring direct, qualified prospect engagement and interaction, lead capture, and sales opportunity creation. These are the metrics that really matter. And it’s entirely possible to bring these metrics to your event content.

According to Heinz, there are five key reasons to prioritize content marketing at events:

  1. To expand at-event reach with more leverage and less cost.
  2. To extend the lifetime value of event-related content well beyond the event.
  3. To participate, even if you’re not at the event, and make your presence look significantly larger than it is.
  4. To tap into the budgets, tactics, and audiences of other event attendees more effectively
  5. To impact and convert everyone who wishes they could attend but didn’t make it.

Matt is an industry luminary and expert in marketing, sales, and business development – focused on helping his clients to drive greater revenue.  His insights into how to drive conversion with your content are a must-have for all marketers.

In case you missed the live webinar, we invite you to watch the replay here. You won’t be disappointed!

We also invite you to download a preview chapter of Making Rain with Events, a new book for marketers that is filled with tips from industry luminaries to improve the results of your events.


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