Use In-Person Events to Create Valuable Content

There are two interesting findings from the Content Marketing Institutes annual study:

  • The #1 top challenge of B2B marketers is producing enough high quality content
  • The #1 top marketing tactic of B2B marketers is in-person events

This begs the question:  If events are so widely used and there is not enough content, why don’t more marketers use events to generate more quality content?

As a former head of marketing, I have a hunch. It comes down to time and resources.

Here’s one solution:   engage your audience with live polling and collect valuable insights to create fodder for great content. One good poll can power content marketing for weeks, with insights that can be turned into infographics, used in social media, presentations, emails, blogs etc.

There are many audience participation tools available but Lively was uniquely built for marketers.  In seconds, you can use Lively to create fun trivia games, live audience polling and more— with a custom message/content pushed to attendees.  There’s high-impact branding opportunities and contests for participation.  It takes no more than 30 seconds to set up.

In addition to generating fodder for great content there are other marketing benefits:

  1. Drive more traffic to your trade show booth. Rent a charging station at a trade show, and use Lively to make it interactive…with messages automatically sent to the cell phones of attendees to stop by your booth.  (Or do the same with any other signage).
  2. Collect the interests and social media profiles of specific prospects, so you can discover the interests of leads and message them after the event.  Lively’s patented reporting provides it all.
  3. Gain insights into the minds and hearts of your audience. If you invest in-person events and getting in front of the right people, why not document what’s on their mind and use the insights in your product marketing and development?

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