Your event needs a content marketing strategy

You’ve planned the best event. You’ve confirmed speakers, vendors, and sponsors. You’ve secured a venue that fits your needs and has ample space for the number of guests you expect to attend. What more can you do to ensure a successful event? The answer is: content marketing. Content marketing is the process of promoting a product or service through content like blogs, videos, infographics, white papers and more. It’s similar to public relations in that it uses media to spread awareness about something—but it’s different because it does so through a non-salesy format that provides value to your target audience rather than focusing on a specific sales pitch.

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What is a content strategy?

A content strategy is a deliberate plan to create, organize, and distribute material that will connect your brand with your audience. Content can be anything: blog posts, social media posts, photos, videos, text or audio. By developing a content strategy that prioritizes producing valuable and engaging material for your users and customers, you’ll have the opportunity to build relationships with them and deliver your message, maximising awareness of your event.

Don’t fall into the trap of thinking good content is only necessary for when you want to directly sell something. Instead, think of content as the foundation upon which all other marketing campaigns will stand. You can’t have a successful email campaign without content, and you can’t have a successful social strategy without creating material for people to share. If you don’t start with good content, all those other marketing efforts will ultimately fail because people won’t be interested in what you have to say or share.

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What are the benefits of Event Content Marketing?

Content marketing is one of the most powerful tools in our industry’s arsenal. This strategy uses well-crafted content to attract new audiences and convert them into customers or attendees. It allows you to go beyond mere ad space and reach people who aren’t actively looking for your specific event. It offers exposure to an audience you might not otherwise reach, and it can build anticipation for an upcoming event.

The added benefit of content marketing is that it naturally takes advantage of tried-and-true SEO strategies. By incorporating keywords into your website copy and blog posts, you’re helping your website rank higher in search results lists. Better positioning in search engine results means that more people will find your event

Where to start

Every content marketing strategy should begin with the creation of an editorial mission statement. An editorial mission statement is a concise, unambiguous statement that defines how your event will use content to deliver value to customers and prospects.

Before you start you should be able to answer the following questions:

• What business objective does the content serve?
• Who is the target audience for the content?
• How will you measure success for this campaign?
• What is the budget for creating and distributing the content?

The cornerstones of your strategy

Once you have answered these fundamental questions, you can start building your actual content marketing strategy.
The first step is to research your competitors, target audiences and overall marketplace. What are they doing? Who are they targeting? Where is their content going? What platforms are they using?
Once you have done this, you can shift the focus onto your event and define the unique story that will set you apart from the competition and interest potential attendees. How will your event be different from the rest? What makes it more interesting? How will it make attendees feel? This constitutes the basis on which to build your actual content, be it visual, text, sound or any other format.

Conclusion

Blogs, email newsletters and social media are some of the most popular and effective methods content marketers use to promote their events, but there are plenty more options to explore. Content marketing is one of the most effective ways to reach a larger audience and promote an event. If you’re planning one in the near future, call us now! We’d love to help you!

Looking for the right strategy to promote your event? Call us today!