The key to content marketing is to get the relevant information to your chosen prospect, or customer at the right time. How has today’s marketing environment affected that?Read More
Marketing Show North 2019 (MSN 2019) was previously known as Prolific North Live, and is the largest marketing expo outside London, which covers the broad interests of marketing and media.
That makes it an ideal fit for M3 Media Publishing to partner with them, via our Marketing Aspects Magazine.
The Importance of Content in Marketing
We talk a lot about the importance of content, but that’s because it really does matter.
One of the topics we’ve discussed is the way that content and expos complement each other, and how digital and physical marketing activities dovetail to maximise opportunities.
MSN 2019 provides us with the opportunity to put our words into practice.
The expo provides professionals from across a range of marketing disciplines to come together. It’s also an excellent opportunity for buyers and suppliers to connect with different marketing businesses.
We aim to showcase the power of content, and the huge potential of content marketing in raising the awareness of target audiences and helping businesses engage and connect with them
In this, we have our own unique publishing platform in Marketing Aspects Magazine.
At the expo, you’ll find us in the Media Partner Zone.
About MSN 2019
Marketing Show North promises to be an unmissable opportunity for anyone connected to – or interested in – marketing and its various strands.
Expect to see key figures representing leading brands in the world of marketing. There’ll be seminars and workshops to attend, along with expert speakers and dynamic demos.
For its networking value alone, MSN 2019 is a key event in the marketing calendar, and a dynamic destination for making new contacts and meeting potential prospects and clients.
Marketing Show North runs for two days, on 27 and 28 February 2019, in EventCity, next to the Trafford Centre, Manchester.
For more information about Marketing Show North 2019, or to register, please visit marketingshownorth.co.uk.Read More
The marketing activity you do before a business exhibition plays a vital part in deciding whether it is successful. A content strategy is critical to this.
Business events are unlikely to be effective in simply selling themselves. Marketing is essential.
This means putting in the necessary work in advance, and much of this should focus on content marketing.
How Content Marketing Helps Events
The point of content marketing is to use content to raise awareness, both of the event and of its exhibitors.
This content should be shaped, refined and distributed with the aim of changing people’s behaviours and actions, to ensure they attend the event.
To do this, it must work to fulfill certain key objectives, such as:
- Attracting more attendees to the event
- Attracting prospects for the event’s exhibitors
- Driving event attendees to specific exhibition stands
- Cross-selling products or services, or highlighting opportunities on the back of the event
Exhibitions will typically have a broad range of exhibitors, with different target audiences, so it must be clear who this content is aimed at
What Kind of Content is Effective?
Content comes in a variety of forms, including videos, audio and written words. However, one kind of content that works across these different media and is highly effective is storytelling.
Making storytelling a focus for content means finding the hook that will attract audiences to you
This includes discovering your audiences’ pain points and how you demonstrate your understanding of them, and what you can do to ease them.
Content marketing is not about direct sales messages.
Distributing and Sharing Content
Which channels you choose to ensure your content reaches its target audience is also a hugely important decision.
It relies on you developing a clear understanding of your audience and where you’re most likely to be able to engage with them, including the social networks and platforms they use.
A useful way of making content attractive to target audiences is through the use of a third party platform.
This is where someone talks about you, and quotes you as an expert in your field, rather than you addressing your audience directly.
Our portfolio of sector specific magazines offers this kind of third-party platform for content marketing.
What Happens After the Event?
This is as important as preparation before the exhibition, and activity during it.
For following up leads, content can continue to add value by refining and repurposing it to help further engage and connect with leads, turning them into prospects
These follow-ups should be relevant and you should make them a priority.
It is important not to let your content go to waste. Use it as a vital strategic tool in marketing your business exhibition, and to support your exhibitors.
To discover how content can improve your chances of success before, during and after your next business exhibition, please click here.Read More
M3 Media Publishing’s recent Marketing Challenge event, held at The St James’s Club in Manchester City Centre, focused on storytelling as a prospecting tool.
Pitching to prospects, or even starting a conversation, can be an important part of your marketing strategy, and it should involve content.
The Marketing Challenges of Storytelling
What sort of introduction should you make when meeting potential prospects?
You might provide an answer that may just be a job title or role. You may describe the nuts and bolts of what you do. Instead, you should capture concisely how you help others.
The legacy of what you do is what counts. If you have substantially made a difference to a business, or saved or made them lots of money, that will immediately get your potential prospect’s attention
How does this translate into a narrative?
It’s like constructing a plot. How many films or books have you seen where they begin with something riveting and explosive? They might even begin with a climactic event, then work back to show you how this event has come to be.
In our recent Marketing Challenge event, we encouraged our guests to look again at how they communicate on a personal level, and how to leverage storytelling to help them become pitch perfect.
What Content Marketing Means
One of the marketing challenges is that people don’t always realise that certain aspects of their communication and interaction are marketing activities.
Content marketing is not restricted to words or images, or things posted online or put into print, as it can also be about the verbal delivery of content
This is one of the ways our Marketing Challenge events set out to challenge thinking: it’s about how marketing is integral to your business objectives.
It’s not simply to do with whether you choose to spend your budget on campaigns, or enlist specialist help.
You are marketing yourself whether you intend to or not, by the very act of communicating to others about your business
That means that it makes sense to make this marketing activity count.
What marketing challenges do you face? Contact us to find out how we can help you think differently about addressing them.
Alternatively, to discover more about our Marketing Challenge events, or to book onto a future event, please click here.Read More
Business prospecting has certain things in common with a much older form of prospecting.
The California Gold Rush began in 1848, drawing approximately 300,000 people to what became a frantic scramble for gold. For many of these prospectors, they relied on basic, labour-intensive techniques to extract gold from streams and riverbeds, such as panning.
Later, more advanced mining technology allowed people to recover the modern-day equivalent of billions of dollars of gold. However, by the end of the Gold Rush, relatively few prospectors had significant riches to show for their efforts.
In business prospecting, competing for the attention of potential prospects, it can also feel a touch primitive, involving lots of energy for little return
What if there a was a way of striking a richer seam of reward, using more sophisticated methods to attract prospects?
This is what dynamic content marketing offers.
Is There an Alternative Route to Prospecting Success?
There’s a potentially valuable online business audience looking for answers, for guidance and for things that will make their lives easier.
How would you get their attention? How do you attract, engage and connect with these valuable business leads?
Like the original Gold Rush prospectors, do you run with the crowd? Are you attending the same networking events as everyone else, or looking for the same kind of contacts, the managers and decision-makers?
What if there was an alternative route to success, a different map to lead you to the richest seams for prospecting? And what if you could use it to partially pre-qualify your prospects?
This is where using powerful content can make a difference.
Content marketing is the map to your gold seam. But there’s a twist. You supply the map to your prospects, so that instead of you spending all your time looking for them, it brings them to YOU.
Will You Take the Marketing Challenge?
What’s the best way of discovering alternative routes for business prospecting, how to use content to attract your target audience, and how to help you build useful and potentially profitable relationships?
M3 Media Publishing’s regular, dynamic Marketing Challenge events, held at The St James’s Club in Central Manchester, answer these questions and more.
The Marketing Challenge event, on 3 October 2018, focuses on how you can avoid the competition when prospecting. To attend this event, or to discover more about future events, please click below:
For an accompanying read about our previous events, please visit:
- M3 Media Publishing Affirms the Power of Storytelling
- Marketing Challenge Event Explores the Power of Legacy