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How to you use content marketing to help drive people to a virtual event?
Also how does this help during the sales process?This question was asked during the March 31 roundtable on "Tips and Strategies for Marketing Your Virtual Event" with Cece Salomon-Lee, Michelle Bruno and Shannon Ryan. FocusMarketingRT
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2 Answers
Content marketing is all about providing value to potential buyers and delivering targeted messages over channels specific audiences use. When you do it right, you will create an audience of leads that want to listen to what you have to say and look forward to your next communication. With this, you will become a part of their buying process and create the clamor for your virtual event.
When you have generated tons of leads from your virtual or physical event, most of them are not ready to sign a contract, purchase or even talk to a sales rep. They are usually early in their buying process. Content marketing helps you stay in front of them until they decide they are ready to buy.
Content marketing creates value oriented messaging upfront, which helps drive conversion. Theme alone is not enough. People are constantly making decisions with how to best utilize their time thus, the onus is on event producers to clearly articulate what the event content will be and why their experience is unique (v. finding the content elsewhere on the web). In addition, if you create conversations around the featured content in advance, there will be bigger buzz and anticipation around your event.
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