Once you’ve created a marketing strategy for your event, it’s time to develop the content to support your timeline and goals. This is an important part of marketing that is often overlooked.
While it may seem similar to the larger marketing strategy, a content strategy maps out the content you will share to promote your event and engage your audience.
It’s important to hone in on the content to streamline your marketing.
Planning out the content – and writing it in advance – makes it available and ready to publish so that you’re not planning on the fly.
So what goes into a content strategy?
Messaging
What is the message you want to share? Marketing communications should speak directly to your target audience to address their key questions, highlight what they will gain by attending the event and the benefits of attending. For example, you may promote Keynote speakers, networking opportunities or educational sessions.
Another audience you want to create a specific message to is event sponsors. Content for potential sponsors can highlight the audience that attends the event, opportunities and program features designed specifically for sponsors, and how they will benefit by supporting the event.
Testimonials are another element to incorporate into your messaging. These reviews provide potential attendees a first-hand look at the experience and behind the scenes look at what to expect when attending the event.
Channels
Now that you have your messaging outlined, which marketing channels will you leverage? Do you have a database of existing clients and prospects? On which social media channels do you have a presence? Here are a few platforms you can communicate to and connect with your audience:
Website
Current clients + prospects
Newsletter/Blog subscribers
Digital advertising
Social media channels such as Facebook, Instagram, LinkedIn, Twitter
Content Calendar
A content calendar, also know as an editorial calendar, is a schedule of when you will publish content and on which platforms. This serves as the guide for your entire marketing timeline leading up to your event.
The calendar allows you to map out what messages will be sent on which channels and when. For example, an item on the calendar may include the date, the title of a blog post and platform:
April 4 / Blog post – Annual Summit 2021 Dates Announced! / Newsletter subscribers list
Social media is another avenue you can use to share content. Automatic publishers such as Hootsuite, Meet Edgar, Buffer and other platforms allow you to schedule your Twitter, Instagram and LinkedIn post in advance allowing you to schedule content weeks or months in advance.
Do you need help with your content strategy? We’d love to help! Schedule a time for us to meet. Whether we give you some quick tips, or you need more in-depth help, you’ll walk away with valuable ideas.