Content Strategy for Event Planners during COVID-19

So, we’re deep into a pandemic and we’re beyond the initial panic and pivot we’re facing as event professionals.

We’ve initiated our crisis communications plan, shifted to a virtual event, and now what?

We can try to shift to the new year, but we do not know when it’ll be safe to host events again. What else is there to do?

One way event planners can continue to market and grow their network is by using content. 

Social media use has spiked in light of the pandemic, and it appears to be the best way to stay connected to your network, without being face-to-face. Take this opportunity to create a knowledge center, where you can establish yourself as a source for event planning knowledge. 

It may seem feeble, but with enough time, and excellent content, this tactic can return dividends,in the form of new website visitors and a more engaged network. 

But, before breaking down what types of content you can create, you should understand the importance of having a content strategy. 

Why have a content strategy?

Content is key for a successful inbound marketing strategy. Inbound marketing, in short, is a marketing strategy that creates an ecosystem of relevant and useful information to your target market, establishing yourself as the authority in one topic. 

Using this time to create this ecosystem will not only help during times of pandemic, but also in the long run. Creating a source for knowledge will help potential clients, or colleagues, and prove to the world that you are an expert. 

Not only that, but content can help build your presence on social media, that goes beyond a GIF or status update. As well, content is another key factor in building a Search Engine Marketing strategy. 

Now we know why content is important, let’s examine it further.

• Podcast

One type of content that requires a significant amount of time but can reap benefits is a podcast. Podcasting is not just a big trend in content marketing, but in content in general. This is a big opportunity to create insightful content, engage your network, and add to your network at the same time. 

Podcasting may seem intimidating to those who have never tackled it before, but there is nothing to fear. Really, the only thing you need for a podcast is a microphone, which so happens to be one your smartphone. 

Use your podcast to interact with colleagues in your network, and have insightful conversations about the event industry, or your event’s niche. You can make it fun and conversational, or in-depth and serious. 

The great thing about podcasting is that it allows your network to naturally promote it to their network, and it can organically grow based on the guests you get on your podcast. 

• Case Studies

Showcasing the work that you have done, and relating it to a common problem or theme is an excellent way to show off your knowledge. 

During your career, you have likely faced specific challenges that were difficult to overcome, or had situations that required unique solutions. If you, as an event professional, has faced this challenge, it’s likely that others have too. 

Why not write about it?

Creating case studies can build a sense of community in the industry, as fellow event professionals can comment and relate to the case study you brought forth, and you can provide a new perspective for event planners who have not yet come across yet. 

This is also an excellent opportunity to demonstrate your knowledge of the industry, establishing yourself as an authority, which can help with new potential clients.

• Infographics and Diagrams

Some people just like looking at pictures instead of reading blogs. 

Infographics can be just as informative as any blog, but with an infographic, there is a higher chance of that information being fully consumed. 

Like podcasts, if the idea of creating an infographic seems daunting, there are plenty of resources out there for non graphic designers. 

Some ideas to get you started on your infographic are, step-by-step guides, checklists, or statistical data. 

• Opinion Pieces

In general, opinion pieces are not always encouraged in content marketing, but there are benefits that can come from publishing opinion pieces. 

For starters, opinion pieces can establish yourself as an authority in your field, so long as your opinion is coming from years of experience and evidence. 

Feel free to talk about current events from your perspective, and how you have been personally affected. Share old stories where similar events have happened. Talk about trends in the field that you agree or disagree with. 

Opinion pieces work best if it is coming from one person, in particular, as opposed to an entire organization. 

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