I just finished an amazing series of speaking engagements that has taken me from coast to coast to coast. From San Fran, to Chicago, to DC, back to Chicago and DC, toCleveland, London and Denmark. And one thing I know for sure: some events are better than others.
Event managers focus on bringing in great keynote speakers, awesome venues, food, and parties, and more. There are a lot of moving pieces that go into successful event planning. Your marketing strategy is one of them. You’ve no doubt considered how you will use display ads, email marketing, and social media to market your event. But how much thought have you put into your content strategy for event marketing?
I would argue that getting your content strategy right is the key to your overall success. After all, your other marketing activities depend on great content. You can’t run a successful email campaign without content for your emails, and your social strategy will be going nowhere if you don’t create content for others to share.
So how should you go about building this critical part of your event planning and marketing?
- Your event is not a one-time event. Think of it as an ongoing conversation.
- Look to existing content and aim to improve on it.
- Use social media both to promote your content and to engage with your audience.
1. Start Well in Advance
The first thing to remember is that content marketing takes time to gain traction. You’ll need to schedule in enough time to create and publish content and then to allow it to propagate through social channels.
There’s no point sitting down a month before your event to think about your content strategy. The longer the run-up you have before your event, the better.
The best events create communities and conversations that never stop.
2. Know Your Audience
Just as in any other kind of marketing strategy, before you get started with the finer details, you must identify the needs and wants of your audience.
Who do you anticipate will be attending your event? What will they gain from attending? What do you want them to learn about your brand or business?
Having a solid idea of who your future event attendees are (in the form of customer avatars) will help you create content that speaks to their motivations and that they can engage with.
If you don’t really consider who you’re writing for, and just create generic informational content, it’s likely to fall flat.
3. Find the Questions Your Audience Is Asking
Once you have a good idea of who your audience is, you can start researching more deeply into the questions they have about your niche and industry.
Determining the information they’re seeking out online will help you create content that meets their needs. Then you can provide value and market your event at the same time.
There are a few ways you can go about this. Traditional keyword research using Google’s Keyword Planner, or other free or paid keyword research tools, is always a good place to start.
Beyond this, forums are a great place to find out what people are talking about in your industry. Q&A sites like Quora are a valuable resource too.
This type of research doesn’t just inform your content strategy. It can actually help you plan the structure and content of your event too. Is there a common question your audience keeps asking? Maybe you can answer it with an article and go into greater detail in a presentation or workshop at your event.
4. Examine Existing Content
Now that you know what type of information your audience is looking for, you can go out and have a look at what’s already out there.
Take a look at some of the most popular content in your niche (this will be whatever comes up on the first page on Google, or what’s being shared frequently on social media) and try to identify why it’s doing so well.
Maybe it’s on a very interesting or popular topic, or perhaps it’s visually appealing and formatted in a way that makes it easy to read. Maybe the information is long and detailed and goes into greater depth than other content.
Your aim now is twofold:
- Follow the “recipe” of the most successful content in your niche, but aim to make yours even better (this is known as the skyscraper technique, and it’s a great way to attract links and shares of your content).
- Identify gaps in what’s currently available so you can create content to fill those gaps and meet a need.
read more at https://marketinginsidergroup.com by Michael Brenner