Quality content is a collection of messages that create and deliver — while planning your event. Creating relevant, trustworthy, and factual content about your event is key to developing a content strategy that is consistent with your event’s branding and purpose. The content you create prior to, during, and after your event should reflect the distinctive values of that event.
An effective content strategy helps you increase registrations, build brand recognition, and establish how guests interact at events on top of presenting the event’s assets. As per a report by Semrush, 30% of the businesses will now participate in the selected events offline and will focus on a few specific online events like webinars.
How do you sit down and actually create the content that will make the event exciting to your clients and customer — and suitable? Of course, you already know — there is not a quick fix that works for everyone. However, there are several effective techniques you can deploy. But before opting to understand the strategy, it is essential to gain more understanding of content strategy.
Let’s begin with gaining a clear understanding of content strategy:
What is Content Strategy?
There are millions of words published every day. To bluntly define, content strategy is the planning and management of the content that is published by any source on the current media platforms.
The aim of content strategy is to provide the right content, on the right platform, at the right time. The high-level planning and governance of content lifecycle that sustains as key to successful business initiatives. Content strategy aligns the efforts towards marketing and business goals.
One of the major aspects of content strategy is SEO strategy. Both content strategy and SEO strategy work synergistically. One must ascertain the issues, concerns, needs, and obstacles that the audience is facing in order to be successful in either situation. Then, perform strategic adwords to ascertain how the audience looks for access to data to meet their demands. Create extraordinarily good user interactions and top-notch content on these subjects, too.
Many event marketers battle to figure out the kind of content that our target audience needs from them. Just pay close attention to any issues they offer, as well as the solution will be much easier than you think.
It’s highly unlikely that your event’s theme is so unusual that nothing has been published about it. Research the hottest subjects that connect to the message of your event on Reddit or LinkedIn, interview people who have previously attended events with such a specific concentration, or just conduct an extensive keyword analysis. You have to hunt at them; the environment is brimming with hints.
What is the Importance of Content Strategy in Event Marketing?
Marketing in itself is a huge platform housing various niches. One of the essential niches is content marketing. There are various reasons to cater event marketing online.
Developing intriguing and innovative content can enhance the impression of events to another level. In addition to attracting new users, great content can provide the company with frequent attendees.
To create such quality content effortlessly, you can use an AI tool like ChatGPT. If you are wondering how to use ChatGPT, all you need is to enter the prompt, and the tool will generate the content for you. Such tools not just save time and energy but also deliver highly polished content.
Several companies today are relying on paraphrasing tools to make things easier, quicker, and seamless for them. You, too, should make good use of such tools and stay ahead of the curve.
Types of Content for Events
There are various categories of content.
No matter what type of content you choose for your event:
- It should teach potential attendees about important information about your event as a fantastic place to start.
- Also, it is important to notify them of the essentials—what, when, and also where in addition to the panelists and advertisers, membership costs, itineraries, and, most importantly, the reasons they ought to participate.
- Finally, the content must guide them in earning the most out of one’s day.
Types of content — there are mainly three content types you must know
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Blogs
The content published in a blog includes a defined description of the event. In simpler words, blogs are particularly used as a tool to clearly describe the motto of the event.
The blogs published on any platform provide vital information that leads to encouraging the engagement of the target audience. The facts established inform the audience of the enlisted story of the event.
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Promotional Videos
It’s nothing new to say that the present generation is interested in visual content rather than written forms. Hence, promotional videos or vlogs have lately become an essential part of content marketing strategy for any event.
However, making promotional videos is not as easy as it sounds. That’s not to say that it’s difficult, either. Just make sure you share all the important details of your event, such as the date, time, etc., in the video. To make it more appealing, you can also add creative visuals and title cards.
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Landing Pages
You just have to create a high-quality landing page, and it will do all the talking.
The only resource attendees can access before, during, and after an event is your website. Creating a landing page specifically for the event is a great way to drive traffic to your website and gather all of your pertinent materials in one location.
Include a prominent CTA to entice prospects who might not have had the opportunity to interact with any of your content at the event to sign up for emails or schedule a meeting with a product expert.
How to Build a Content Strategy For Event Marketing?
Building content strategy requires various details that can be mended in the long run in building a promotional roadmap for marketing. Remember that the strategy built in the initial days holds the possibility of how successful the event will turn out to be.
The present generation has its eye on and in the digital world. With every passing day, the millennial or gen Z has everything available at their fingertips. From food to transportation to any form of medical benefit.
The increased presence in the digital world has increased the requirement of shifting the focus in any form of promotion to digital platforms. This is why content strategy for event marketing plays an essential role. Various stages are included in building content strategy.
Let’s take a tour on step by step guide on building content strategy for event marketing:
Select The Right Channel
Opting for the right platform to promote any event plays an essential role in content strategy. Each platform has a niche audience that engages in various formats.
For instance, you can use LinkedIn to grow your business as it has a crowd that entails towards informative format, and it caters to the students or corporate world. Other platforms, such as Facebook or Instagram, cater to providing information in a crisp manner as the audience on such platforms scrolls down pages at leisure.
So, it is essential to choose the right platform to aim to provide the right information at the right time. It is one of the essential pillars of content marketing strategy.
Answer The Right Questions
When it comes to promoting any event via any form of blogs, press releases, or ads, it does not only aim to publish any ads but also to provide the required information about the event. Yet after any event has concluded, content still holds a significant amount of value.
By delivering them relevant data that improves on the things they’ve already learned, one could continue the discussion with the event attendees.
Examples of this might be informative recaps or tumble of the presentations they might see, companion articles that go into further depth about the matters covered at your event, or just a compilation of the most valuable lessons that are gained.
Offer Value
An engagement executive summary is indeed a concise overview of the event that you might provide to someone who has never heard about that before. It is an opportunity to spark someone’s enthusiasm and cognition.
Consider the best method for conveying the goal and benefit of your event in just a few phrases or in seconds. This offers value with each post on each platform.
Developing personas representing your association’s vital contributors and stakeholders is one way to improve your communications and offer value.
Write Professionally
Writing anything will not give you the desired results. Your content requires it to be in a certain format to yield a good number of attendees or subscribers.
Yes, you should write your content like a pro. With the introduction of AI in the content space, you can use ChatGPT for content creation to help and assist you. Also, understand that every material collected at the event would be essential for marketing future events. In order to avoid being in a bind whenever it comes time to market your next event, be sure to take pictures, speak to attendees and speakers, and build a content library.
You can use this library every time you have an event. Such content materials not just build more credibility but also help you gain more attendees.
Include Your Audience
Create a website that narrates the tale of your event from the standpoint of the attendees, either collecting some greatest bits or moments during the event or categorizing attendee tweets.
By doing so, you will help include those who just couldn’t attend or serve an effective feature or reinforce their recall of key findings. This is why it becomes essential to add the required features and content that will cater to your target audience.
Maintain The Connection
B2B events provide an important chance to market your business and interact with potential clientele. Likewise, every website or page aims at building a story between you and your clients.
That means the efficiency of the content marketing strategy will have a significant impact on the outcome of the event. Content draws guests to events and intrigues people, even if they’re there or watching at home. So — last but not least, ensure all your content is clear and easy, especially focused on your value proposition.
Bottom Line
If there is one rule to remember when creating event content, it is this: value must always come first. Even if your primary goal is to obtain registrants, it is crucial to offer valuable information that the audience can understand and use.
So, make sure to deliver high-quality and compelling content that convinces the public that the event seems worth visiting.
Keep these suggestions and ideas in mind, and at the ready — you’ll see an effective event marketing strategy.
Rock all your future events!
Featured Image Credit: Photo by Alena Darmel; Pexels; Thank you!
