4 Steps to Relevant Event Content Marketing

December 23, 2015 - By: Sarah Pease

Effective content marketing for events must be valuable, relevant, and persuasive enough that prospective attendees feel compelled to share. So, where should event professionals start?
Joe Pulizzi, founder of the Content Marketing Institute offers the
following as a framework:
Ask Why
Why are you looking to use content marketing for your events? Start by writing down your key goals (e.g., attracting more attendees or driving more attendees to the exhibits).
Define the Who Building off your
why, look at your
who. Who is the main attendee you are targeting for your event? Once that is clearly defined, you can create a
content plan so you know how you can effectively distribute information at your event.
What is in Your Content Cache? Before creating content from scratch, check to see what you already have at your fingertips like videos and presentations and print materials. Also, look at a speaker content you could use (e.g., blog posts or podcasts). Once you’ve taken inventory, you can see where there are content gaps and start filling them in.
Decide Where to Publish Once you have clear direction, you can choose
where to publish: print, web, blog, social media, or a combination. Your
content marketing channel plan holds the key to helping you decide the type of content to create and the calls to action for each specific channel. Tell us in the comments how you use content marketing for your events.
Photo Credit: Stefano Tinti / Shutterstock.com