You’re coming towards the end of the planning stages for your next conference event, ticking jobs off of your ‘to-do’ list as you go. The next thing on your list is the content strategy. How hard can it be?
Often overlooked, a well-planned and implemented content strategy can make a huge difference to the success of an event. One of the most effective ways of attracting people to your event is through good content, so it’s important that you do the best job you can!
A lot of organisers don’t realise some of the benefits that good content can have, such as:
- Improved search engine optimisation which can help to grow your audience
- Keeping your customers engaged
- Increased brand awareness
The downside of consistently producing relevant content that engages your audience is time. This is where your strategy comes in. By identifying your goal and planning out each piece of content leading up your event, it’s much easier to manage your workload and focus your efforts where they will yield the best results.
At Winter Gardens Blackpool, we have helped to plan and to host hundreds of successful conferences and events over the years. Having experienced of event marketing at the sharp end, we thought that we’d share a few useful tips to help you plan your next event content strategy!
Know your target audience
Before you do anything, it’s absolutely vital that you establish the target audience for your event so that you can create a strategy that is sure to peak their interests. After all, how can you expect to appeal to potential attendees if you’re not even sure what appeals to them?
Once you have delved into the persona of your attendees and got a good insight into their challenges and needs, you can begin to craft your event and content strategy to engage them.
What are you trying to achieve?
Once you’ve decided who your target audience are, you need to think about what you want them to take away from your event and how you can address their needs. Having a clear idea of these points will make planning your event much more focused, ultimately resulting in a more effective event down the line.
Get to know the questions that your attendees are already asking
Pay attention to the sort of questions that the people attending your events are asking. Listening to their questions will allow you to gain a further understanding of the challenges that they face, therefore giving you more inspiration for you to base content on.
So, for example, if people are asking you questions about the keynote speakers or seminars on offer, it might be a good idea to create a piece with some information and further details that you can direct them towards.
It also pays dividends to keep an eye on the sort of things that other event organisers are doing. You shouldn’t ‘copy’ their ideas, but you may well be able to learn from, and even improve upon, their successes or failures.
Find a platform that works
With a number of popular social media channels being used by people from all walks of life, you need to determine which platform is the best place to share your content. You shouldn’t need to be posting every day on every single social network, however, you should try out different ideas to see which perform the best.
You might want to tailor your content slightly to suit different platforms. For example; LinkedIn is a professional business network where posts should be generally more formal and serious, whilst you can have a bit more fun on platforms such as Facebook and Twitter.
It doesn’t stop when your event starts!
Phew, so the date of your conference has finally arrived and you’ve been working super hard to keep your content exciting and up-to-date leading up to this. The hard work doesn’t stop here, though.
Be sure to carry on sharing content across your channels throughout the event to keep people up to date with how things or going, as well as any news that may come out of the event. You could even experiment by sharing a live video, for example.
After the event is over, we would still recommend that you continue to share content for a couple of weeks following whilst the success of your event is still in peoples’ heads!
For more information on event marketing, or to enquire about hiring our historic venue, please call us on 01253 629728 or email [email protected]