Creating a strong content marketing campaign for your event is a crucial step on the way to securing a sell-out. An event campaign is a living, breathing entity and it is as unpredictable as it is exciting. Schedule changes are frequent in the lead-up and can impact content planning and output.
Creating strong content to accompany your event will set the tone from the very start – you can communicate information that will trigger excitement in those who already have their tickets and a sense of curiosity in those potential ticket buyers.
It is therefore essential to have a plan in place. These top tips will help in making sure you stay on track to achieve your campaign objectives and see ROI from your event’s marketing efforts.
1. The strategy
It is important to know from the very start what it is that you want to achieve and how you are going to do this. The strategy is the document you will go back to time and time again throughout the pre-event prep and the execution. Within this document, you should identify your objectives, your audience and the channels available to reach them. Once these are set, look at the specifics…
What is the paid media budget? What are the key pillars? Who are the right influencers to share your event content with their networks? How are you distributing content, post-event? Make sure that all steps are covered in one over-arching document and that all team members have access.
2. Audience
Know who you are creating content for – what are they interested in and where do they hang out online? By having set personas for your event, you can be more targeted and deliver tailored content directly to them. If this isn’t your first event of its kind, use data gathered from previous events to help you identify the type of attendee who will be interested.
Depending on the platform you use for ticket sales, you can access varying levels of data. On Facebook, for example, there are three key audiences to consider – saved audiences, custom audiences, and lookalike audiences. The targeting options available on the platform allow an incredible level of reach and allow organisers to use re-targeting in order to secure more ticket sales.
To learn more about mastering Facebook advertising, download our guide.
3. Communication plan
Without consistent communication, any chopping and changing along the way can get lost in translation. This applies to your marketing efforts and communication about your event, generally. Specific to your marketing efforts, set up weekly calls with your wider event marketing team (and any agencies) as the event draws closer, and ensure that an escalation plan is firmly in place. Keep conversations flowing throughout, making sure that the right people have the right information – it enables everyone to do their job properly.
Additionally, ensure you have an effective communication plan in place to relay information to attendees. What brand voice do you want to use? What is the agreed tone of voice? do you want to be formal and informative or more casual? This will likely depend on the type of event. Do you want to talk often or in soundbites?
4. Social media plan
Social content is fast-paced, so you need a social calendar that can be adjusted in real time and a detailed escalation and approvals process. It is worth planning as much of your social copy as you can prior to the event so you can easily post in real time. Once a good framework is in place, this can be tweaked according to how the event goes. Social activity prior to the event will help create a sense of excitement and anticipation so make sure the language lures attendees in.
A plan should also be in place to deal with social activity when things don’t go according to plan. Protecting your event from negative feedback is crucial to your reputation and will impact future events you run. Our guide to managing a social media backlash outlines the key steps you can take to cover your social platforms if a crisis hit.
5. Live from the event
Where possible, collect information, trends and stories at the event and use them to create content after the event. Network with attendees to really capture the essence of the event – what are they enjoying the most? Any stand-out moments? What stories will they want to re-visit after? You can tell when someone is writing from experience – it will bring the event to life for your digital audience.
If your budget can stretch, consider having an editor on the ground at the event. This person can pre-plan to ensure they are there for certain parts of the event – this may be an important seminar at a conference or a particular act at a music festival – and can speak to relevant people to get quality quotes.
6. Content
Topical, industry-leading and engaging content is the ultimate success story for any event’s content marketing campaign. Have a selection of content formats as part of your plan – a range of blog posts, ebooks, infographics and video will ensure a good mix of copy-heavy and visual pieces.
Remember that the purpose of your content will depend on the stage of your campaign. The content leading up to the event will engage and inform, content created during the event will update a wider audience who may not be present at the event (but are following online), and carefully curated post-event content will highlight the best bits and maximise the impact and longevity of your marketing investment afterwards.
Conclusion
Content is everywhere so make yours stand out. Keep it concise, engage with your audience in a tone that they relate to and on a platform where you know they hang out. By creating a story around your event, you make your audience want to be part of it. With a solid strategy document to refer back to throughout and a strong social media plan, you are on track to a sell-out.
