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:
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.
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