Do you know how to add to your event’s success?
The secret is a good organization and broadcasting content that reaches and engages as many people as possible. We tell you how to develop and implement a winning content strategy.
Nobody wants to see empty seats in your event, so it is essential not to waste resources and effort. To achieve this you can follow three rules:
- Search for the best communication channels to reach your clients.
- Choose the right time to communicate and share content.
- Select the best pieces of content for each moment of the event.
What are the steps to follow to develop a content strategy?
Obviously there is not a single solution that can be used for all events and companies, but there are some essential elements that can help you develop your strategy:
Investigate others: Research what may be interesting for your potential attendees is complicated, but you can analyze what has been done in other events, the comments made by attendees and perform a keyword search to determine which content was the most interesting.
Determine your target personas and what needs they have: That way you can focus your strategy much better and what content to share. You must know everything: age, training, interests and, most importantly, the problems and needs you should address.
Determine which channels are best to use to promote your events: As we will see in the next section, they can be social networks, blogs, emails and traditional media.
Create a content calendar: It is about establishing what content is most appropriate for each moment and each platform and organising it in a calendar.
Measure the results: Set the key metrics, and measure then, so that you know if your strategy is being implemented successfully or if you have to modify some aspect of it.
What types of content can you share?
The type of content will not be the same at all times of the event, before the event you want to promote registration, during the event you will be interested in maintaining attention and engagement; and, after the event, your goal will be to maintain the relationship with each attendee. These are the types of content you can share:
Social Media Content: It provides useful information with very precise content fragments, you can share texts, photos, videos, etc.
Emails: Send personalised messages. This is not simply personalising the name of the individual, but also offering the right content that caters to their persona and engages them.
Traditional Media: Radio, television and print can be useful, if you realise that your audience use them. But be sure to use the right medium and the right channels because reach can be more expensive and tougher to measure.
Blogs: You can share information about the event, or issues that generate debate and increase interest and enrollment. You can also publish content related to the event once it in real time, or a digest after the event is over.
To design and manage the entire content strategy, it is essential that you use an event platform that allows you to:
- Design a striking event website
- Send personalised emails
- Share digital content
- Measure your performance
If you would like some practical advice on how to create a content strategy for your events, feel free to contact our specialists at firstname.lastname@example.org . Our teams are always on standby to answer your questions for free regardless of which tools you use.