Events and tradeshows are the perfect canvas to connect brands with a highly focused audience of potential leads – it’s why they go from strength to strength year-on-year. The difficulty? Getting people there in the first place.
With traditional print and advertising methods tailing off and many online practices becoming ‘pay to play’, it can be difficult for event marketers to find affordable, effective routes to market. This is one of the reasons why content marketing has become a key practice for many event marketers over the past few years.
So if you’re looking for some inspiration for your content, or just want to take it to the next level, here are seven easy methods to revitalise your content marketing strategy for the months ahead.
Connect across all channels
The benefit of great content is that it can be distributed and repurposed across a variety of channels. A great video will service your YouTube channel, website and email marketing and can even be sent as a direct link to potential customers. An interview with an industry leader can be written up as a blogpost, made into short snippets on Snapchat and turned into a webinar learning experience. Sometimes it is the channels you least expect that can prove most fruitful to your audience. Always experiment with connecting and sharing content across Google, social media, email, guestblogs and more, to ensure you have the best chance of reaching your target audience.
Providing real value
Demonstrating ‘industry leadership’ through content is a tried and tested method to increase event registrations. Thought content, particularly when this comes in the form of video interviews and one-on-one discussions, gives a teaser to the event audience of what they could expect – and more – by attending your event. Rather than enticing visitors in with traditional ‘early bird’ and ‘book now’ offers, an interesting and informative video containing an interview with a leading industry figure, gives real, tangible proof that your event will be a valuable learning experience.
We’re often told by marketing managers that they’d love to create more video for their marketing collateral but that it’s too expensive or difficult to produce. This is one of the aims behind our Event TV platform: to capture strategic content during an event in a cost-effective way, so that it can be reused on digital marketing channels throughout the year. Video content allows a visitor to see what an event is really like, more than heavy brochures or PDF floorplans and this type of enhanced content can be reused for years after the event has passed. Our video and production teams capture different forms of content, including vignettes, interviews, key executive opinion pieces and long and short-form content that will give you vibrant material to use across every channel.
Focus on the power of visuals
According to studies, people remember about 20% of what they read and only 10% of what they hear, but they remember 80% of what they see and do. Strong visuals are a powerful way to ensure that your message is not lost. A photo gallery from day one of your event, may have more effect then a lengthy blog which is time-consuming to create. Even better, ensure that every piece of content you write is backed up with image and video content, which will help your message to translate to a wider audience.
All-year round marketing
Events may be seasonal but that doesn’t mean your marketing should be. Extending your marketing campaign across each season will keep the memory of positive experiences alive in your customers’ minds all year long. A good way to do this is to curate a series of interesting content (not necessarily from yourselves) that will be relevant to your target audience such as articles, news and facts. This will give them a reason to return to your page, where you can also feed in teasers about your own event, ‘throwbacks’ to your last one and special offers and incentives to get them involved earlier in the event lifecycle.
Exclusives and incentives
Make your audience a part of the content – interview them on film during the event, ask for their thoughts in the lead up and try to get them involved on social media. The more exclusive content opportunities you can offer your customers, the more content you will have to share as a result.
Offering incentives to the most engaged participants can also be a great way to gain more content around your event. Create themes and hashtags to give the content a direction and offer guestblog spots and pinned tweets for the best versions you receive.
Capturing video and images as well as words, will draw in a much wider audience – allowing those who are more impressed by visuals than just copy alone, to find out what your event is really about. Too many event organisers and marketers find themselves at a loss with how to keep the lines of communication open all year round. But with a little additional content planning to ensure you capture all of the material you need at your event, the potential for how you use it is limitless.
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