Content can be effective for event marketing, but to get the best results, choose topics that will drive engagement and attract social media shares.
Content marketing should be an important part of any event marketing strategy. It’s cheap, simple, and effective. But, how do you narrow down your event content ideas to find the most effective topics? What sort of content should you create to engage your target audience, encourage social media sharing, and ultimately sell more tickets?
For content marketing for events to be effective, it’s important to plan properly. You can’t just start randomly creating content on any topic that comes to mind and expect it to drive results.
The first step of successful content marketing is choosing the right topics. But, this is not always straightforward or obvious. You’ll obviously have some idea of the direction to go in based on the topic of your event, but event topics do not always translate well into content marketing topics. In order to get optimal benefits for SEO and engagement, you’ll need to go a little deeper with your research and planning.
- For your event content marketing to be successful, it’s vital that you choose the right topics to create content about.
- Research your competitors’ content, online discussions, and your own content analytics to get a better idea of the topics that resonate most with your audience.
- Don’t shy away from asking your attendees what sort of content would be useful for them.
Take Inspiration from Your Competitors
Is there a similar established event in your industry? Take a look at the kind of content they’re publishing, as you’ll probably be sharing the same audience.
Even if the event you’re planning is totally unique and one of a kind, there are sure to be other industry websites and blogs online covering related topics.
See which posts are getting the most shares and engagement, and pay particular attention to the blog comments. Maybe they’re making a point or asking a question about something that hasn’t been covered in the original piece. By filling in these gaps, you can create valuable content that’s meeting the needs of your audience.
Ask Your Audience
Not sure what type of content your audience wants to see? Ask them! It’s quick and easy to set up a poll on social media and ask your followers to vote on content topics.
Also, don’t be afraid of asking your audience for content ideas outright. This is not only a great way to get topic ideas for your content marketing, but it is also an effective way to start a conversation and boost engagement.
Setting up a forum for event attendees can also be a great way to follow along with conversations. Don’t feel that you have to stick strictly to business topics. Logistics, networking opportunities, and the social program for your event make great content, too.
Give Tips for Attendees to Get the Most Out of Your Event
As well as attracting people to your event, you can use content to help ensure your event is a success. One way to do this is by providing helpful information for attendees on topics such as:
- Accommodation options
- Transport to and from the event
- A local area guide covering places and sights of interest for people traveling to your event
- Tips for networking
- A pre-event checklist
- General information about the event, such as a detailed schedule and what to expect
It’s best to cover a range of different content formats for this type of content, rather than just blog posts. For example, a video showing the venue and a map of local attractions may be more useful and attract more engagement than written content.
Analyze Your Existing Content
There are many tools available for keyword research. But, often, companies organizing events overlook one of the most valuable resources they have at their disposal: their own analytics.
If you already have a website for your event or you’re running an event related to your company blog, take a look at your web analytics and see what keywords users typed in to land on your page.
In many cases, you’ll find some search queries that your existing content doesn’t really answer. If you’ve already got content that meets your audience’s needs, create more of it. Go deep and make sure you’ve covered the topic from every angle.
It’s also a good idea to take note of your most popular content and create new content around the same topics and themes.
See What Your Attendees Are Talking About Online
Make sure you have official hashtags about your event set up online so you can follow the conversation and see what people are talking about.
Maybe they’re excited about seeing a particular speaker, in which case you could publish a detailed profile or interview with this person. Or, maybe they’re looking forward to learning something new in their industry.
Don’t restrict your research to only social media posts using your hashtag. Instead, do a little further investigation and visit the profiles of the people mentioning your event. See what sort of topics they’re talking about and the type of content they’re linking out to.
Ask Your Guest Speakers to Contribute to Your Content Marketing Efforts
Your guest speakers will probably already have a good insight into the kind of topics that your event audience will be interested in, and they’ll be keen to promote themselves, too.
You can involve your speakers with your content marketing by asking them to contribute guest posts and content for social media. They can also ask their own following on social media about the content topics they’d be interested in.
Get a Head Start with Event Content Marketing
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