In a previous column, I talked about how a good content marketing strategy can lead to invitations for your organization’s thought leaders to speak at relevant industry events. This time, let’s take a look at how those public speaking engagements can, in turn, be repurposed and leveraged into new content marketing products.
As we did last time, let’s imagine that you’re the managing partner of a boutique urban planning firm and you’ve just made a key hire, “Alice,” who is an expert in the field of high-rise residential design. As part of your marketing efforts to increase brand awareness, one of your goals is to raise Alice’s thought leadership profile in the urban planning community. So from a content marketing perspective, you are looking for ways to gain the greatest possible benefit from a speech she’s been booked to deliver at an upcoming industry conference.Continue Reading