One of the most popular seminars at the 2014 Snow Show was “Your Content Plan Is Your New Marketing Plan,” presented by Danielle Kristmanson & M-J Legault, of Origin Design + Communications.
The seminar explains that content marketing is the art of communicating with your customers and prospects without selling. Instead of pitching products or services, businesses are delivering information that makes the buyer more intelligent. The essence of this content strategy is the belief that if businesses deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. With case studies relevant to the winter sports industry, Origin presents the seven elements that form the building blocks for marketers to reference as they build their own content marketing programs. You’ll gain a clear understanding of how to apply this to your own marketing program and get some concrete tools and templates to get started or to improve your existing plans.
“Branded content has emerged as a key component of every outdoor sport marketers marketing plan,” Kristmanson said. “While developing content is often the fun part, marketers also need to take a strategic approach to planning, executing, distributing, promoting, monitoring and adjusting that content. Doing anything less is irresponsible. The ‘build it and they will come’ philosophy doesn’t apply to content marketing. This presentation lays out some of the basic steps to creating a content plan to ensure that you’re protecting the investment you’re making in developing good material.”
Click here to download the presentation. For more information about Origin Design + Communications, and to supplement the seminar download information, check out this blog post on their website. To see all of the 2014 Snow Show seminars available for download, go to SIAsnowshow.com/seminars.