For many, content marketing is almost synonymous with text and pictures. For others, the focus is on video or funny GIFs. In this article, we ...

How to use events in your content marketing

For many, content marketing is almost synonymous with text and pictures. For others, the focus is on video or funny GIFs. In this article, we give you tips on how you can – and should – use the event as part of your content strategy. Furthermore, we show how events can become a profitable business.

The Content Marketing Institute have normally stressed that a combination of digital channels, physical products and physical meetings increases the chances of success with content marketing. They themselves have done it in the form of a successful blog, the physical magazine Chief Content Officer and the world’s largest conference on content marketing. More on that later.

Even if you have no intention – at least not yet – of creating the world’s largest conference within your branch, the event is a frequently overlooked asset in your content marketing efforts. Here are three examples of why the event should be part of your strategy.

1. The event generates content
An event is a treasure trove of content. With a little planning and the right people in place, you can do interviews, shoot videos, film presentations and hold live broadcasts. A presentation can be broken down into blog entries, Slideshare presentations, infographics and content for your company’s social media. Plan which content should be produced and at the same time be open to unexpected meetings and opportunities.

2. A clear ‘before, during and after’
An event has a clear ‘before, during and after’. It allows you to create expectations in the form of teasers before the event, filling the event with engaging content and following it up in different forms. If you are arranging a seminar, you can for instance share a taste of the presentation in advance or do an interview with the person involved. You can stream or tweet during the presentation and answer questions from the audience. After the event, you can follow it up with interviews conducted on site, excerpts from the presentation, Slideshare presentations and extras.

3. The event creates conversion and lead generation
Perhaps the most important strength of a physical event is a meeting with your stakeholders. By signing up to your event, you get contact information for your potential customers that you can use for more invitations in future, and you will be able to follow-up contacts after the event. To physically meet these people is of course the main strength of an event. This contact cannot be created in either digital or printed format.

Content Marketing World is organised by the Content Marketing Institute every year in Cleveland, Ohio. The event has grown substantially in recent years and, in 2015, the conference was attended by 3,500 people from 55 countries. Content Marketing World accounted for two-thirds of the Content Marketing Institute’s profits in 2015 and the entire company was recently sold for an impressive $17.6 million to the London-based company UBM.

Even if you have no plans to create the world’s largest trade event, the story of Content Marketing World is proof that events are a very important part of your content marketing.

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