Now comes content.
BrightBull founder Ricardo Molina offers four keys to unlocking the time you need for content marketing:
1. Repurpose. Event production is a treasure trove of content. Your list of speakers and the producer’s notes about their expertise are "a quick polish away from being a 'who’s who' list." Transcripts of production research calls are "blog posts in the making." "Think about all the possible sources of content that already exist in your organization," Molina says. "You’ll be amazed how much there is."
2. Outsource. Why tackle the chore alone? "The world is full of great content creators," Molina says. Buying or bartering for third-party content can be a great way to acquire super stuff, quickly. Combine the task with your search for email lists.
3. Repackage. "Take one kick-ass piece of original content, e.g. an industry survey, and create a whole content series out of it," Molina says. Publish the findings as a report, an e-book and an infographic. Ask speakers to write responses to the findings for your blog.
4. Email less. Invest less time in emails, to free time for content. "Emails are "the event marketing security blanket," Molina says. "Event marketing plans are littered with them." But with all your time spent writing and blasting emails, you have none to spare for content. Change that.