Beginners guide! – WAU
The event industry is not that different from other industries when it comes to Digital Marketing. We can say, however, that she is a few steps back on this journey. Most professionals often get involved when it comes to structuring a content marketing strategy for their events and end up not getting good results. In most cases, the content created is promotional and of little relevance to the reader. But […]
The event industry is not that different from other industries when it comes to Digital Marketing.
We can say, however, that she is a few steps back on this journey.
Most professionals often get involved when it comes to structuring a content marketing strategy for your events and end up not getting good results.
In most cases, the content created is promotional and of little relevance to the reader.
But how to do content marketing for events?
That’s what I’m going to show you now. Hold on!
How to do Content Marketing for Events
When it comes to creating a content marketing strategy for your events ideally, you should be able to answer 4 basic questions:
- For whom?
I’m going to tackle each of these questions later on, but the basics you should know is:
- Why: What is your goal
- For whom: Who is your persona
- Which: What type of content to produce
- Where: Which dissemination channels to use
It is very common that the first question that comes to mind is: “What will I produce? ”Or” How will I disclose? ”
But calm down. How could you answer these questions without first knowing the purpose for which you are creating content?
This is the moment you must stop and define what you want to achieve with any type of content you plan to create.
What you want?
- Attract more people to your events
- Inform about new events
- Maintain loyalty of people who have been to your events
The goals may be diverse, but what matters is that you are able to define them and that they are achievable.
For example, one goal may be to “attract more people to attend a lecture on content marketing”
The ”For whom”
You may think this is the easiest part to define, but you are wrong.
Many people open up a huge range of audiences that their events can reach and, consequently, you need content planning for each audience.
The ideal here is for you to define a specific audience.
Make a persona for your event. The ideal participant.
How would our planning look so far?
- Why? Attract more people to attend a lecture on content marketing
- For whom? Communication Student of Belo Horizonte
Now that you’ve defined your goal and who you want to reach, it’s time to decide which content format you’re going to use.
There are numerous types of content, for example:
You must choose the type of content that best helps to solve your persona problem. Which suits you more, consequently, leaving you more interested in your event.
There are other content formats that are also very effective, such as:
- Promotional content
- Internal content (from your team)
Now you can analyze well and see, among all the formats mentioned, which is the best choice for your event.
Now let’s decide where you should publish your content. This part is crucial.
Analyze your persona to know which place of publication will be most effective for you to achieve it.
Whether through online or printed media. What matters is to find what best attracts your persona.
But what should I talk about?
This is probably the main question of who wants to do content marketing for their events.
And this doubt arises, most of the time, because professionals are only concerned with creating content without really knowing what to do with what will be created.
Your strategy must be aligned with your event schedule.
You should not create content just to create it. They must be relevant and make your persona interested in attending the event.
The main question you should ask yourself is: How can I synchronize my schedule with my content?
And then think of types of content that will clear up the doubts and pains of your personas during the programming of your event.
Which metrics to consider?
Like any digital marketing strategy, it is necessary to know how to measure your results in order to improve performance in upcoming events.
But what are the main metrics that we should consider?
This metric shows how many people saw or downloaded your content.
Be it content for social media, blog posts or rich materials like ebook.
How many times has your content been shared?
This metric is essential because the more shares the greater the chance of the other metrics increasing.
How many Leads have you managed to generate? This metric serves to show the effectiveness of your entire content marketing strategy.
The final metric and probably the reason you’re betting on a content marketing strategy: increase your sales.
Measuring the number of sales is very important to analyze the success of your strategy.
A very effective way of being able to measure a content marketing strategy for events is through a subscription to a Landing Page.
When you get your persona email you can nurture it throughout the event process, increasing your chances of going to it.
3 tips for your Content Marketing strategy for Events
Let’s go to some tips that can help you a lot in your strategy for events!
1. Don’t just produce content during the event!
The before and after of the event are also extremely important when it comes to content production.
Before the event you want to generate interest, curiosity and willingness to go to the event in your persona.
After the event you want to make a collection about everything that happened in your event and show the best parts.
This helps to shape the way for the next edition!
2. Amplify your audience
During the event you want people to share photos or content that will make other users interested in your event, right?
So promote a HashTag or ask people to check in on Facebook for example.
Another tactic is also to share photos of the people who are at the event on the official page.
Participants are a great weapon when giving a good image of your event, so be sure to create strategies that involve them.
3. Interact with your participants
Your event participants who are going to create much of the content that you will use during and after the event, right?
So don’t let them talk to themselves.
Interact as much as possible with the content that has been posted about your online event and make participants feel loved and important to the event!
I hope I helped you get an idea of what it is like to do Content Marketing for Events and how this strategy can help you leverage the number of participants.
How about you check our list of 7 marketing events that you can’t miss?
Understand everything about Chatbots!
Check out this complete guide on chatbots and how they can be a differentiator in publicizing your events.