Exhibition News September 2018 - Page 59

COLUMN: MARKETING MATTERS Thinking psychologically Giuseppe Caltabiano, head of content strategy – EMEA & APAC at Contently, takes an academic look at marketing strategy I t’s a common misconception that content is only a useful tool for marketers. In reality, quality branded content can, and should, affect all the departments in a company, acting as the nucleus for all communications. Of course, telling professionals in every department to start creating their own content isn’t likely to go over well. A company’s marketing team should shoulder the burden of integrating each department’s needs into a single, overarching strategy. Most companies create content, but only a select few marketers adhere to a strategy. The best way to strategically use the entire company’s resources in content production is to interview key stakeholders in each department to define their goals and KPIs. What content does your events team need for each convention? Do you have blog posts, infographics, interactive experiences, giveaways, and email blasts to be distributed before, during and after an event? Let’s say your events team needs need help getting people engaged with their booth on a crowded convention floor, and they need content with clear calls to action (CTAs) to hand out and refer leads to. From there, craft a content marketing strategy that’s aligned with the overall company and its many needs. Each department will eventually have its own model for assessing the content you create to support them. I find it helpful to note Cialdini’s Principles of Persuasion, a psychological theory published in 1984. Dr. Robert B. Cialdini defined what he believed to be the building blocks of persuading a person to think or act a certain way, and his findings can be helpful to marketers. In his keynote speech on using his principles in marketing, he says: “There is an important distinction between persuasion and manipulation. The approaches advocated in this program can be used