3 Secret Ingredients of Event Content Marketing
Events of all kinds can be leveraged as content marketing machines. Nearly every person who touches an event will either be providing content, asking for content, or learning from content. Events provide content before the event, during the event and after to engage with a large, diverse audience and build relationships.
Content Marketing at Events
For those who do not take full advantage of content at events, you’re definitely missing out on a big learning opportunity. It’s important to set goals before attending any event, and map out which sessions would benefit your personal and professional growth. There are so many ways to enhance your event experience via content marketing. Below are a few ways event planners and those responsible for creating event content can help make sure the content is engaging, educational and powerful.
Map Out Content Goals
For anyone involved in the content marketing process of an event, it’s important to first sit back and think through the event goals and how content can help enhance the overall event experience. For speakers, take a look at the event theme (most successful events have a theme that is used in every aspect of the event to keep it cohesive and well planned). Once you understand the theme, use it to your advantage – create engaging speaking session titles to draw a big crowd (but make sure the title of your session makes sense – the last thing you want is to have a funny title that has nothing to do with your talking points).
As a speaker, another great idea is to create learning opportunities not only for the audience, but also for yourself. No matter how many times you have got up and spoken in front of a crowd at an event, make every speaking engagement an opportunity to ask questions, and learn from your audience. There are lots of takeaways any audience can provide to speakers, so be sure to add a Q&A to the end of your session when planning it out.
Provide a Connection
As an event attendee, take a look at the agenda before arriving at the event to see which sessions and speakers make the most sense for you to see. Do your homework. The last thing you want to do is spend your days and hours sitting in on sessions that don’t apply to you. Make every event useful (and not a waste of your time and money) by making a connection with the sessions you sit in on. The content you’re listening to can help provide ideas for future blog posts, email campaigns, social contests, etc – the list goes on when it comes to useful content use.
Also be sure you have the best way of capturing content. Bring your laptop, or a notepad (whichever works best for your style) to every session to make notes that will be useful to you in the long run. Take a look at presentations that are uploaded online, or shared via social post-event as a great way to remember the important details you may have forgot. Sometimes there are multiple sessions you want to attend during one timeframe, so check out the online presentations incase there was content shared that may be valuable to you.
As the event planner, it’s your job to make the event a success. For the most part, if content marketing fails at the event, it will ultimately make you look bad. For starters, set meetings with not only the event team you’re working with, but with speakers and sponsors on a weekly basis leading up to the event. It will help to have an all-hands meeting at the start of pre-planning to set goals as one team, and have everyone on board with the theme of the event. Once a theme is established, think through session ideas, and brainstorm on the flow of the conference. Who should keynote? Make sure whomever you select uses the theme in his or her presentation. It’s the first content touch point attendees will see and hear, so make sure it’s compelling and innovative.
Besides speaking sessions, use the theme of the event as an opportunity to engage with attendees during breaks via social media. Use the event hashtag before, during and after the event, but only when it makes sense.
Content is one of the main reasons why people attend events today. Events are great opportunities for generating fresh, unique and innovative content, but it takes a team of hard-working individuals to make sure the content provided is the best it can be. Follow the steps above to ensure you are developing the right content marketing for your event and audience. The impact content has on everyone involved in events is huge, so make sure you think through every detail before the event takes place to have a successful show.
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