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How can I use content marketing to grow my event attendance?

Think of all the ways you can develop content promoting your event on social media: self-promotion, sharing the latest industry-related news, and engaging with influencers are but a few. While these strategies are integral to your event marketing, how can you add value to your audience and create lifelong event advocates? Fluff marketing is no longer delivering results: people are regularly tuning out self-promotion and blocking ads. You need to deliver valuable content that works for your audience and your bottom line. The way to do this lies in what we like to call a deep content marketing strategy.

58% of marketers agree that “original written content” is more effective than visuals and videos. (click to tweet)

Deep content is content marketing that provides value for your event attendees and presents them with a deep dive into the subject matter. When you create deep content, you’re crafting long-form articles, videos, and other types of content that get to the heart of your conference’s main topics, and you’re leveraging your expert participants to help you. This strategy works extremely well at cutting through the clutter and building the buzz surrounding your event.

How can you create content that resonates with your audience and grows your attendance?

1- Deliver Surefire Value with Content Marketing

Content marketing is about giving your audience more reasons to pay attention to you. They are hungry for educational food-for-thought that goes beyond self-promotional content. While it’s important for them to be aware of scheduling, program highlights and the like, you can create committed event ambassadors willing to carry your message by providing them with content that feeds their hunger. After all, you need to prove yourself worthy of their attention. It’s a given that your audience will always try to stay on top of the latest science and literature in their field; this is most likely why they are attending your conference. When you tap into this desire and create content that dives deep, you’ll see that your audience will choose education over fluff virtually every time.

2- Conduct Video Interviews

The appetite for video content has never been higher. Social video generates 1200% more shares than text and images combined! As video quickly becomes the norm, many of your speakers are likely to agree to go on camera in an interview that promotes their research. Make sure they touch on the significance of their research, the value of continuing education, or the most practical lesson attendees could learn at their session. You can also work with partners and sponsors to repurpose their video content onto your own channels. This not only benefits your audience, it also is a sign of goodwill and healthy partnerships. Video content like this truly sells itself. To get started, here’s our handy guideline document that prepares speakers to produce impactful videos.

3- Publish Blog Posts

When time or circumstances don’t permit for video, long-form blog posts are the next best thing. Send your expert event participants a list of questions that cover similar topics as the aforementioned video questions. Written interviews are much easier to conduct and you can get a great diversity of people to participate. Consider asking some of your most loyal attendees why they return year after year, or question some of your expert speakers on current market conditions, what innovations are currently exciting to them, and where their passions lie. While we as marketers are not scientific or technical experts, we can still ask the right questions that elicit compelling responses to promote our events.

4- Activate Your Influencers

Knowing who your influencers are is imperative these days. As an audience acquisition strategy, influencer marketing has seen huge growth across all industries. For meeting planners, tapping into the pre-existing trust an event influencer has with his/her community is a move to cultivate trust and authenticity by putting word-of-mouth to work. If you have particularly active members of your community, you can invite them to contribute in the form of a blog or an interview. You can also work with them to repurpose their content or research in order to provide your influencer community with some value by augmenting their brand. If they are already active in your community, try and deepen that relationship by creating a mutually beneficial partnership. To get started with event influencer marketing, book a snöball no-obligation 17-min demo.

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