Tips to Build an Effective Content Strategy for Your Event Marketing
Learn the top tips to build a successful content strategy for your next event.
When planning an event, most event managers focus on the speakers, the topics, or the venue- if the event isn’t online. While these are crucial elements for a successful event, there’s a more critical priority. It’s getting the people to attend the event. Therefore, proper event marketing is the key if you want people to learn about it, get interested, and ultimately attend it.
And, the path to successful event marketing is in the content. It’s everywhere – in your social media posts, blogs, emails, and videos. That means that building a successful content strategy is the number one concern for your event marketing. This guide has the tips you need to do it like a professional.
Let’s take a closer look.
Choose Your Channels
Before you start writing your content, you have to think about the channels you’ll use to distribute it. These channels will depend on the type of audience you’re trying to reach and their online engagement.
You need to know who’s your audience and where do they spend their time online the most. The channels you can use to distribute your content and reach your audience include:
- social media, including Facebook, Instagram, Twitter, and Pinterest
- an internal blog
Choose and prioritize the channel so that you can move on to the next step.
Answer the Right Questions
You need to build your event content around your audience’s preferred topics. They won’t pay any attention to it unless it mentions their pain points, interests, and dilemmas.
So, find out what questions they want you to answer. You can try different strategies:
- read social media comments and DM
- create surveys and questionnaires
- read forums such as Quora
- do keyword research
Once you learn what the buzz is about, you’ll be able to use it for your event content marketing. These topics and keywords will draw the attention of your target audience and help them find your content.
To make your content truly stand from your competitors, you’ll need to make it valuable to the reader and informative. That means that the content has to add some value to the reader by either:
- solving a problem
- identifying and discussing a pain point
- covering a trending topic
Let’s say you’re promoting an event for job seekers that will help them learn the nuts and bolts of the job-seeking process. They will likely be interested in resume writing samples, networking, interviewing tips, or career coaching. By covering these topics, you’ll be adding value to their lives and helping them improve their success in the desired field.
Your content isn’t just supposed to inform or entertain since that wouldn’t contribute much to promoting your event. It’s also supposed to inspire people to act upon their wishes and take action on the ideas, interests, or problems they’re facing.
Inspirational and motivating content will help you promote your event as:
- a chance to learn, develop, and grow
- a place to find answers and information
- an opportunity for solving a problem
Here’s an example. You’re targeting job seekers and trying to promote a recruitment event. You’re writing a blog post about optimizing one’s chances of being selected for a job. In the blog post, you’ll mention such events and add a link to yours.
It’s that simple.
This way, you’re sharing information and ensuring your event gets the attention it needs.
Write Like a Professional
Every word of your content aims to draw the audience closer to your brand and the event you’re promoting. But, if you don’t write it professionally, you could do more damage than good.
Your content needs to be:
- accurate & error-free
- consistent in tone, voice, and personality
- backed up with facts
- valuable and objective
If you don’t feel confident in your writing, you could consider outsourcing this to professional writers or copywriting agencies.
Include Your Audience
User-generated content is still a powerful and striking way to send your message and, in this case, promote your event. Consider leveraging your audience to reach those who still haven’t heard of your event.
So, make sure to invite and inspire people to create and share content regarding your event:
- come up with an event hashtag and ask them to use it
- set up a giveaway to have them share your posts or tag friends
- ask them to send images or videos from your previous events
- do a live video where they can ask questions
- share their stories
Be creative and think of different ways to include real people in your event marketing strategy and have them contribute to the whole story.
No matter how much research you do or how creative you are, you can’t predict with certainty how your content will perform. Until you measure the engagement, click-through rates, and conversions, you won’t be able to make the correct conclusions.
That means that you constantly need to test and learn from the results.
You can run A/B tests of your content or measure the success of separate pieces of content. The critical point is that you understand what works best for your audience. Test everything – from email subject lines to blog images.
Maintain The Connection
The people who attended one of your events need to be your top priority for the future one. Maintaining your attendees is a significant part of your event marketing strategy.
So, use your information about them to reshape and improve your content efforts. Know their likes and dislikes, pain points, and interests. Use them to cover the topics they care for and write specifically for them.
Work hard to build a solid and successful strategy for your event marketing. Ensure it’s informative, inspiring, and distributed using the proper channels.
The tips we’ve covered above will help you build your strategy and reapply it for your future event marketing ventures.
Author’s bio. Jessica Fender is a copywriter and blogger at EssayPublish with a background in marketing and sales. She enjoys sharing her experience with like-minded professionals who aim to provide customers with high-quality services.