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21 May 2018

Everything Event Marketers Need to Know About Content Marketing

Event marketers have an advantage over other marketers- their product is experience-based meaning that they have exciting stories to tell. Great stories make for great marketing because consumers can connect with your event on an emotional level. Whether your event is a fun night out with friends or a business conference that aims to help attendees advance their careers, use the story to help build up your event. Good storytelling is at the heart of good content marketing. Here are some tips on how to use content marketing to improve your business.

 

  1. Create a great story.

Don’t just tell someone that you host social events, paint them a picture of the evenings. Think of the people who come to your events and tell their story in detail. Tell how your painting parties create lasting memories for hen parties. Describe the fun the bride-to-be and her bridal party have while trying their hand at pop art, eating olives and sipping on prosecco. This isn’t your typical hen party, so play up the story of what makes your event different and unique.

  1. Speak to your audience.

Consider who your target demographic is and create content that will connect with these people. Use copy, design elements and images that appeal to this audience. If you want to reach people who are looking for business networking opportunities in the tech sector, their head will be in a different place than someone looking for events for a retirees club. Ensure that the look and feel of your content speaks to the people you want to attract.

  1. Use multimedia content to tell your story.

Videos, photos, music and audio snippets can often paint a better picture than words. This content can be a powerful storytelling device. Use the collateral that you create at events to tell your story for you. But don’t make potential attendees do the work by posting an entire archive of your past events. Create a highlight reel that is easy to digest. Ensure that the video or photo gallery tells the strongest elements of your story in less than 30 seconds.

  1. Create content that can be repurposed.

Your marketing team is busy with all kinds of deadlines and objectives, so work smarter not harder. If you spend the time to do a study on how cooking in can help people be healthier and save money to help promote cooking classes, use the study as the basis for lots of blog posts. If you’ve got great video from your event, cut it up into several different bites and post throughout the weeks leading up to your event. Make the content work for your team to continually roll out the story.

  1. Develop evergreen content.

Think about the special elements of your event that are timeless and use this to develop stories that will always attract new attention. If you are promoting a series of wine tasting classes, then think about stories that will live on beyond one event. A post about telling the difference between a Cabernet and a Merlot will forever generate leads back to your site and you can use these hits to promote your latest wine tasting event. Evergreen posts from two years ago might still generate high traffic rankings and bring people into your site.

 

  1. Consider SEO.

Write headlines and use text that will align with the kinds of words that people are searching for when telling your stories. Use copy that reflects how people search for your events. For instance, if you host a music night that regularly features different bands, be sure to include the names of the bands that have played at your event and even consider tagging bands that share the same audience.

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