Integrating Content Marketing with Your Event Strategy
Content marketing has always been a common strategy used to drum up attention for a certain product or service. Using an engaging narrative combined with information that’s relevant to a target audience, the content presented can make said audience feel more inclined to try out the product or service being featured. Moreover, content marketing can take various forms—articles, videos, social media posts, and more—so it’s a strategy with a wide audience reach.
But did you know that you can also use content marketing as a way to boost your event strategy? Here’s how your events can benefit from excellent content marketing.
Reach Out to a Wider Audience
Perhaps the greatest benefit of integrating content marketing in any event strategy is that it allows you to reach out to a wider audience, which then increases potential attendees for your event. Content marketing prioritizes having pieces that are sure to capture the attention of an audience. By using strategic content that directly promotes the event, there's a high chance that the audience will become more interested in what that event is about.
The content released can also be used to promote perks or highlights that people can look forward to during the event, thus further drumming up anticipation. For example, in the weeks leading up to your event, you can post videos showcasing the freebies they can get such as shirts, bulk lapel pins, and other merchandise if they attend. And because content like this is easily shareable, your event can potentially pull in more people who weren’t aware about it before.
Better Brand Recall
Whether the event you’re managing is a one-time thing or part of an effort to promote a particular individual, group, product, or service, maintaining brand recall is still important. After all, people receive so much information every time they open their social media accounts or browse online. Sure, they’ve seen the promotion materials for your event, but what are the chances they’ll even remember it after a day or two? Here’s where content marketing can help you.
Engaging content leaves a lasting impression among online visitors and if that content happens to be about your event, then it’s only natural that they'll have a better recall of your event, too. Moreover, content marketing allows you to establish your event—essentially your brand in this scenario—to be trustworthy and one that is worthwhile to attend. This can be done by discussing the preparations being done for the event, who are involved, and what attendees can expect.
Developing the Perfect Content for Your Event
So you’ve been convinced that integrating content marketing with your event strategy is the way to go, your next question is probably: How do I get started? The following are some pointers to keep in mind to make content marketing work harmoniously with your current event strategy.
1. Identify your target audience.
Who are your target attendees for your event? Identifying this detail can help you create better content that will resonate with them, which can then improve its effectiveness. Knowing your target audience also makes it easier to determine how the content will be presented. After all, you don’t want to just be aimlessly promoting your event. Instead, you’d want to highlight specific parts of it that you think will convince them or pull in people who are still on the fence about attending.
2. Develop different types of content.
While articles are a great way to deliver information, don’t just stick to them. Rather, utilize different sorts of medium such as videos, infographics, podcasts, and social media posts to add variety to your marketing strategy. Not everyone consumes content in the same way. Say, those who prefer visuals over reading can instead enjoy your content through videos without missing out. You can even use each type to discuss your messaging from different angles, which brings us to the next point.
3. Settle for an angle and focus on it.
Choose an angle as to how you want the event portrayed and reinforce that in your content. Is the event for a charity cause? Then highlight which charity it’ll be helping and why you chose that particularly one. Perhaps it’s an event meant to gather fans of a particular band or show? Then make sure your content has relevant references in them that will appeal to loyal fans. You can also use specific types of content for each. For example, the former can be done with an infographics showing the background of the charity. Meanwhile, the latter can be through a vlog featuring relevant music and clips.
4. Optimize keyword use in your content.
For written content, try to use keywords or phrases that your target audience use when they search up information related to your event. This then increases the likelihood that your post will pop up when they do search it up again, thus leading them directly to your page.
While there are many ways to give your event strategy the boost it needs, using content marketing is one of the most effective and more natural ones, as it allows not only promotion but also delivers information to your audience. With the help of the pointers above, you can certainly create the right type of content that’ll lead to your event’s success.
Germaine Ignacio
Germaine Ignacio is a freelance writer. As a Psychology major, she is interested in how investing in personal growth and happiness can improve professional productivity. She is also an avid baker who lives with two cats.
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