content_marketing_content_king_creation

meetings are part of any organisation’s day-to-day life

Q: Why does content marketing matter for the meetings industry today?

Meetings are something every industry and every organisation have in common. Just like projects, marketing campaigns and invoices, meetings are a part of any organisation’s day-to-day life. However, not every organisation has its own department for event management; we often find people who are involved in the event process in different departments and hierarchy levels. So, if you start it in your own company, you might open Pandora’s box if you do not know who you want to reach with your activities.

Q: Does content marketing carry any real substance or is it just a buzz word?

I think that many companies are way over the content marketing buzz. So if it is your goal is to sell something by producing content and spending budgets on marketing this content, it is without any substance. It is more the intention you produce content with and how well you know your audience and database.

Q: What makes for a remarkable piece of content?

Really good content helps people re-think and innovate in their existing mindset. When they find out that you give them something, the benefit from it eventually succeeds. Content does not only mean text and imagery, it could be a piece of a video, too. In any circumstance, the content must be of value for readers and must not only satisfy the product owner’s image cultivation.

Gernot-Marx-Salzburg-CVB
Gernot Marx, Managing Director of the Salzburg Convention Bureau

measure what the readers of an article do after they read it

Q: How do you decide what topics to focus on and what format to use?

We listen to our clients very carefully. For example, we produce video footage together with our clients who attended product experience tours in Salzburg. This footage is used by agencies, for example, to promote Salzburg in general and certain sequences are even used within their pitches. When it comes to text, it is a little trickier. We started writing articles as many of our clients come up with similar questions. So content can also be used for support and it is not always a perfect shiny blog article. Last but not least, content can also be generated by clients. We involve clients in the production of new content pieces as this raises the interaction rate.

Q: What makes content successful?

The relevance for readers and correct distribution in the right channels.

How do you know whether your content has performed well?
We get immediate responses from our clients very often, but we have also defined KPIs to measure whether our content is relevant to users. So rather than measuring how often the content is read, we measure what the readers of an article do after they read it. Very often this leads to a close relationship with new clients.

Q: What is your ultimate definition of content marketing?

If you have to market the content you produce, you have to ask yourself what resources I have for paid media to reach the people, as the organic reach of most content is weak. This is because of the business models of social media and search engine networks. We ask: What are the needs of the people with whom are first in contact. Once you have clients who interact with content, you can start producing and marketing new content for similar personas—because if there is one person out there interacting with your content, there must be another, and another, and another one.