Using content marketing for events

Using content marketing for events

We were asked by the Kentucky Life Sciences Council (KLSC) to help with content marketing and event planning for the Derby Partnering Summit in May in Northern Kentucky.

The Derby Partnering Summit brings together students, advocates, entrepreneurs, business leaders, academics and researchers from disciplines across the life sciences industry, including therapeutics, diagnostics, medical devices, healthcare information technology, health and wellness technology, nutrition and agriculture. A diverse crowd, for sure.

We met with the KLSC team to find out what they needed help with specifically.  There were event details to consider (hotel/venue, registration, catering), which we have experience with because of our annual MediStar Awards.  There was also the larger task of reaching both new and established audiences. One new audience to this year’s event is grad students, PhDs, and post-docs in the life science disciplines. Returning to this year’s event will be life science startups, researchers and entrepreneurs.

Why is content marketing important in this process? Because content marketing will allow KLSC to create and distribute valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

We took KLSC through our planning process using the three levels of content marketing found here.

  1. First, we helped them make a clear, executable plan by clarifying the story, developing goals and objectives, developing editorial calendars and style guides, creating content mapping and creating a channel strategy.
  2. Next, we implemented that plan by populating the web site with valuable, relevant, and compelling content (both curated and original) using the style guide and writing guidelines and editorial calendar mentioned above. Then we posted content using content mapping and channel plans.
  3. The result: a community of listeners was built by building an audience through e-news sign up, Twitter, facebook and LinkedIn. We created conversations and established listening posts and responded to those conversations with additional content. We developed and implemented a promotion strategy as well as measured progress using the analytics pyramid.


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Sally McMahon is with IGE Media in Louisville, Ky. IGE Media helps connect business leaders to new customers through content marketing, custom publications, and advertising strategies.