Why Event Planners Need a Content Strategy

In a previous article, we discussed the different methods of creating an effective content strategy. However, I wanted to spend some more time elaborating on the “Why”, and the outcomes that can come about from having an effective content strategy. 

Creating content may seem time-consuming or difficult, but if executed well, you can reap long term benefits. 

Overall, the goal of content is to assert yourself, or your organization as the authority in your field. Whether it be through case studies or podcasting, demonstrating your knowledge can show potential clients that you are capable of creating experiences that fit their needs.

Here is why event planners need a content strategy.

1. SEO

SEO is the primary reason why many large companies invest in a content strategy in the first place. For a company to improve SEO, they require a comprehensive content strategy.

For those who may not understand SEO, it is basically the ability to rank higher on search engines, like Google or Bing. The majority of online sessions actually begin with a search engine query, so having a website with good SEO will increase your chances of being discovered by people who are looking for a solution. 

Photo by STIL on Unsplash

How does content fit into all of this?

Well, you can carefully craft your content to suit the query you want to answer. For example, if you have great ideas on Event Gamification, you can craft content with the keyword “Event Gamification” as the header. This can be done for any number of areas you feel you can provide solutions for. 

This is SEO in its simplest form; there are many other factors that go into ranking high on any search engine. But having content with desired keywords at the header is a great start, and another reason to start creating content. 

2. Inbound Marketing

As mentioned in the previous article, content is the cornerstone of Inbound Marketing, where you draw in customers with your knowledge and experience.

With a carefully crafted content strategy, you can create an ecosystem of useful information on your topic of expertise. This resonates with those who are interested in your event or agency. After seeing your blog or podcast, with meaningful and insightful content, these potential guests or clients will be more inclined to do business with you.

Not only that, but having content creates greater incentive for engagement in your social media or to sign up for email lists.

3. Networking and Outreach

The best kinds of content are those that include a component of collaboration or outside opinion. Look at podcasts; podcasts done alone don’t feel as immersive as podcasts done in pairs or in a group. So, why not reach out to new people in your field, or even outside your field, to get some valuable insights into a topic. 

Creating content is a great reason to network and find new people. Not only will it make your content better, but it can also help you build new business relationships. Reaching out to new people shows that you care about your industry and are willing to share your experiences to see it grow.

Outreach is also an excellent way to get others to promote your content and put new eyeballs on it. It is a natural way to get your product out there; your guest feels like their voice is being heard, and they show appreciation by sharing the content. 

4. Engage your current audience 

Content is a great way to keep your audience or clients engaged in between events, and provides more incentive to keep up with email marketing and social media. After an event, your email list will likely be filled with hot new leads. Why should they stay untouched until the next event?

What other reason would attendees have to come back to the website other than to register or to check for news? If you are constantly creating useful content and resources, past attendees will want to keep engaging with your website. 

You can use your email list and social media channels to post about your blog or podcast. Having more meaning behind certain posts can increase your engagement on these marketing fronts, and having more engagement will help your content become more discoverable on social media. 

Not to mention, that being a reliable source of quality content can be useful when there are other promotions you would like to push. If you have a teaser event coming up, it might gain more traction if your followership were already interested in what you have to say than when you didn’t post content. 

Conclusion

Content has proved to be a valuable marketing tool and can be valuable for any event planner or conference. With great content, you can increase your chances of being discovered by new attendees or potential clients, as well as keeping your current audience engaged. 

Going beyond the event can set your event apart from the others. You will become an ecosystem for information and resources, in addition to hosting an event. 

Events are all about bringing ideas together, so why only restrict this to only a few days a year?

 


About the Author:

Rafael is a content marketer for CrowdCore.

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