As an occasion planner or marketer, you’re probably conscious that your pre- and post-event content material technique is integral to your total success.

To drive registrations, fulfill attendees, and enhance your model’s publicity, you need to produce thorough and interesting content material to help and encompass your occasion advertising efforts.

For those who’ve by no means hosted a B2B occasion, or if you happen to merely wish to enhance your occasion content material technique, as we speak’s weblog submit is for you. Maintain studying as we educate you tips on how to plan and execute the right occasion content material technique!

Occasion Content material Creation Finest Practices

Reside occasions require in depth planning and preparation– and your occasion content material technique does as properly. You should be ready to publish content material main as much as your occasion, throughout the occasion itself, and within the days and weeks following the occasion.

For that reason, it’s essential to map out your content material plans lengthy earlier than your occasion kicks off. Determine what varieties of content material you wish to create, what assets you want to take action, and which members of your group will probably be held chargeable for occasion content material creation. The key to nailing your occasion content material technique lies in your capacity to plan, assign, and delegate.

Right here’s what we suggest you propose for—damaged down into pre-event content material, day-of-event content material, and post-event content material. Let’s get into it:

Pre-Occasion Content material Creation

Your pre-event content material should accomplish a number of objectives. It should generate registrants, construct anticipation, set expectations, and supply worth to your viewers. Some examples of pre-event content material are as follows:

• Occasion Themed-Content material: Most occasions have a unifying theme tying collectively every session, discuss, or speech. For that reason, we suggest that you just create weblog posts, infographics, or movies, to discover the theme or matter of your occasion from each angle. It is a nice method to supply worth with out getting too promotional.

• Speaker-Pushed Content material: Folks typically attend occasions to listen to from a selected speaker. Plan to collaborate together with your audio system to create authentic content material. Or, curate and distribute content material audio system created up to now.

• Occasion Previews or Promotions: Right here’s the place you may get a bit extra promotional and present individuals what to anticipate at your occasion. Use quick movies and pictures to showcase the occasion corridor, location, and particular periods, and speeches. Attempt to suppose like an attendee and do your greatest to spotlight the most important promoting factors of your occasion.

Day-Of-Occasion Content material Creation

Your day-of content material ought to have interaction attendees whereas additionally interesting to your followers who aren’t on the precise occasion. Bear in mind, any content material collected throughout your occasion will probably be crucial to the promotion of your future occasions—particularly if they’re held frequently. So bear in mind to take footage, interview attendees, chat with audio system, and construct up your content material library so that you’re not left scrambling when it comes time to advertise your subsequent occasion.

Listed below are a number of varieties of content material to contemplate:

• Reside Video: Seize dwell video content material to stream on social media platforms. Assume fast speaker interviews, dwell Q&As, and excursions of the occasion corridor. File memorable moments from social capabilities like blissful hours, ebook signings, and so forth to seize the entire occasion expertise.

• Reside Tweets: Tweet thrilling moments like compelling quotes or occasion bulletins. Create an occasion hashtag and use it to answer attendees, retweet optimistic feedback in regards to the occasion, and pose inquiries to encourage dialog surrounding your occasion.

• Person-Generated Content material: Incentivize attendees to share occasion content material throughout their private profiles and networks. For instance, we created an Instagram reduce out for Development Acceleration Summit attendees to take footage with and subsequently share. This drastically elevated social engagement and garnered extra publicity for our occasion.

Put up-Occasion Content material Creation

Put up-event content material is crucial to your occasion advertising technique. This sort of content material helps generate buzz round your occasion and lets you construct on the momentum and elevated model consciousness your occasion has already generated. Try some examples of post-event content material:

• Wrap-Up Weblog Posts: Gather one of the best moments or highlights out of your occasion or manage attendee tweets right into a weblog that tells the story of your occasion from the attendee’s standpoint. Doing so will present a precious useful resource to attendees seeking to remind themselves of essential takeaways and can assist embrace those that have been unable to attend—doubtlessly rising their curiosity in attending your subsequent occasion.

• Spotlight Movies: Use b-roll footage and excerpts from day-of occasion movies to create a spotlight reel. Put collectively a brief video that includes attendee testimonials – when individuals hear firsthand how nice your occasion was, they’ll be likelier to join your subsequent one.

• Press Releases: Did you unveil a brand new services or products at your occasion? Draft press releases to ship to mass media publications and set up your model as a key participant in your trade.

Schedule Your Occasion Content material

Within the lead-up to the occasion, your group will probably be busy with plenty of completely different duties. In consequence, you’re vulnerable to falling behind in your occasion content material. Keep away from this downside by scheduling your entire event-related content material prematurely.

We’ll assume you already use a calendar to schedule content material all year long. When you’ve recognized the content material you’ll create for the occasion, look at your calendar and strategically schedule your occasion content material among the many different content material you produce. This fashion, you possibly can hit all of your deadlines to your event-specific content material with out shedding sight of your different content material advertising objectives.

Promote Your Content material

As with every content material technique, you possibly can’t count on your viewers to seek out and have interaction together with your content material on their very own. You have to information them to it. For those who solely use one or two channels to advertise your occasion content material, you’ll fail to succeed in a big section of potential attendees.

Listed below are a number of concepts to get you considering:

Closing Ideas

B2B occasions current an essential alternative to advertise your model and work together with potential clients. However, the success of your occasion depends closely on the standard of your content material technique. Content material attracts individuals to your occasion and engages your viewers– whether or not they’re in attendance or following alongside from residence.

If there’s one rule to observe when creating occasion content material, it’s this: at all times prioritize worth over promotion. Your objective could also be to generate registrants, nevertheless it’s additionally essential to supply significant content material your viewers can apply to their very own work. Don’t simply inform individuals your occasion is value attending – present them, by delivering high-quality, partaking content material.

Contact our gross sales group as we speak to find out how our go-to-market platform will help you obtain your most essential advertising objectives. What are you ready for?