Gone are the days when you had to book a venue and organize an entire event to promote a new product or make an important announcement about the brand. Instead of splurging a huge chunk of money, businesses can simply rely on event content marketing to reach out to their potential clients and target audience.
When creating an event marketing campaign, the size of the company does not matter as long as you have the right strategy ahead of you. The communication can be easily perceived through live streaming on the web or a video chat session. In fact, plenty of tools and software can be utilized during the event for a presentation or product demonstration.
However, event content marketing is called experimental marketing because most of your audiences are bound to your brand via virtual interaction. And, the event content has a limited span of relevance. In this article, we will walk you through the best practices of event marketing through some examples:
Here’s how you should develop an event content marketing strategy:
● Point out the event’s significance by connecting it with the problems and dilemmas faced by users. You can build a theme around it.
● Highlight some powerful reasons to attend and the reasons to sustain users’ interest in your event. If you are promoting a new SaaS product, you should ensure to address the recurring challenges that can be solved with your offerings.
● Formulate an event content marketing strategy from an attendee’s perspective to spur the precision in your content. It is a common engagement technique used by content marketers to keep their readers hooked on their developments.
● Separate your event content plan into three sections – Pre-event content, live-event content, and post-event content. Pre-event content is the most crucial aspect of the strategy because it will encourage more engagement. On the other hand, live-event content sets the course of lead generation whereas post-event content hints at the conversion process.
Social media has the prowess to make or break the deal for a marketing campaign. It has every essential element that can make your event content worthy of attention.
Unlike other content posting platforms, you don’t just add a piece of data on Instagram and Facebook. A basic event marketing campaign on social media begins with a pre-event setup coupled with announcements and engaging blog posts.
You can either use your regular social media page to promote the event or simply design a different page to make the event more prominent. Consistently posting visuals with all the necessary information and hashtags is one way to begin the hype.
Don’t forget to mention the highlights of the event and the people who can benefit from it in the blog posts. An active social media feed is also an expedient way to boost the credibility and usefulness of the event.
You don’t always have to target your prospects when you can build an entire network of resourceful people. More than 70% marketing experts rely on these networking strategies to expand their professional acquaintance and work on building prospects efficiently.
Not only can you commence your own networking event, but also engage with others to create a robust network where people share the same interests and goals. A strong network can also be leveraged for marketing in the long run.
The pandemic standardized several communication practices that didn’t seem useful before WFH culture. Moreover, you don’t always have to keep looking for potential users when you can benefit from a brief interaction with your existing customers.
A conference video chat with your existing users is a great way to receive authentic insights when your session is focused on sustainability and market trends.
Community events work best for a successful brand that needs to obtain the attention of local users. It only makes sense because your local audience is right around the corner, given an active online presence. Apart from this, you can organize a community event or conduct an online survey to familiarize them with their interests and expectations.
Influencer marketing comes in handy when you have an audience on a digital platform and an industry expert with some brilliant ideas to share. People these days are more interested in listening to those with professional expertise with deep-rooted knowledge than regular celebrities. That’s a major social transition that you can benefit from.
Hundreds of YouTube influencers have tried this even marketing technique to boost their engagement. They inform their audience about an upcoming event they are about to attend. It can be a big movie premiere, a large-scale brand meet, or an award event. Users prefer these live streams over real events when they don’t have the time to wait for a press release.
Event content that’s built around a timeline can have a powerful impact on the reader. It is your call to segregate your event content strategy into various stages to offer useful information to your prospects in a schematic format.
Aside from this, an extensive understanding of vital promotional methods will lead your event marketing in the projected direction. In addition, you must make sure that your social media planning is ready with needed content and visuals to be executed per a definitive schedule.
The span of relevance is longer in basic content marketing, whereas event content has to be crisp, concise, and engagement-worthy. Generic content allows you to blend a set of details in a single piece of information, but event marketing revolves around a specific product or an event.
Social media acts as the main gear in an event marketing campaign because that’s where it gets the maximum attention of the target audiences. Besides, you can use hashtags, creative visuals, infographics, and short videos to generate interest among users.
Event content has to be short and informative to manifest the hype and drive interest in the right direction. It is not easy to explain every bit of detail in content with character limits. Therefore using attractive visuals is your best bet while building an infallible strategy for event marketing.
Pre-event information isn’t the only form of content you need for event marketing. It also includes live-event content such as PPTs, infographics, and video demonstrations. Post-event content consists of emailers, CTAs, pricing details, discount coupons, etc.