Marketers should be combining content and event marketing, Mykel Nahorniak writes. That tactic can connect offline activity to online content such as in an online event calendar or lead to e-mails as a follow-up reinforcement of a marketing event. Think of the event itself as a form of content. "Communicating key highlights of your organization's culture and goals through event listings can help you attract prospective leads and customers," Nahorniak writes.

Related Summaries