on HeadBox, we laid out how event marketing is the most reliable marketing channel for business seeking to develop their brand, produce revenue, and develop and reinforce partnerships. However, strengthening occasions with content marketing can reinforce your marketing efforts significantly.
What makes material marketing a favourite among marketers?
For beginners, it provides a more inexpensive alternative compared with more standard methods in promoting events. It also offers a greater reach, taking into account the variety of people who are online daily. Using material marketing allows you to speak with a more comprehensive reach, which then increases your chances of getting more individuals to your occasion.
Another Headbox post supplied an example: Honest Tea used the #refreshinglyhonest hashtag to motivate individuals to contribute content to their experiential campaign. Through this hashtag it allowed the brand name to engage with their social media fans and get more potential clients involved in the campaign.
Nevertheless, content marketing is not almost publishing as much material as you can on social media to motivate people to attend your event. A clear, step-by-step content marketing plan should be created and deployed.
The campaign must not simply lay out the best ways to maximise one social media platform. Usage as many channels as possible to have higher reach. Take the case of the 2016 Brit Music Awards. were made use of. Content that matched the respective user practices of Facebook, Twitter, Instagram, Vine, and Snapchat were frequently uploaded months prior to the occasion to create support and interest. During the celebration, the 2nd phase of the method was released, and the exact same channels were utilized for particular functions. YouTube streamed every minute; red carpet shows were included on Facebook and Instagram; a Brits Live Story was released on Snapchat; and original material was continuously launched through the official Brits Vine channel.
Simply remember, however, that the more tools utilized, the higher the expenses for an organisation. Companies have to take care when figuring out which and how many platforms to utilize. Moreover, it can be challenging to come up with special content per channel, although the payoff is worth it. Lots of users are participated in 2 or more of these channels, so customizing your material for each one can go even more into drawing more interest. Simply puts, you have to purchase the platforms and their audiences. ought to be to guarantee business a roi (ROI) from their efforts. The efforts and resources of the organisers gave the official Brits Vine channel over 10 million views, while the official Facebook page got 81% more likes.
Another great example is the action strategy utilized to gather monetary specialists for an occasion at the British Museum. , in spite of numerous difficulties. The steps included having to streamline technical financial information in terms that could be quickly comprehended. The organisers likewise presented the data, realities, and figures in an entertaining, yet helpful, method. Pre-planning alone took six months.
Their social media techniques consisted of mentions of the event’s meta tag, heavy usage of Twitter, and appealing influencers to take part in the digital project. These efforts led to 300 attendees to the occasion, 600 Twitter contributors, and a social media reach of almost 2.5 million.
The event, along with the social media campaign, was not only a success in regards to numbers and engagement. It also proved that companies– even those that belong to standard industries– can tap into modern-day marketing tools and methods to generate high interest.
The on ways to establish a content marketing strategy to support occasion marketing efforts. They suggested thinking of the occasion as an item in itself. As the marketer, what type of material can you produce to make people thinking about your event? If you’re preparing to hold a concert, releasing teasers about the heading acts can assist. On the other hand, you can create interest for a conference by supplying the profiles of the speakers for the occasion.
All things thought about, the function of content marketing is not simply limited to producing hype for the occasion to attract people to join. It can likewise be used throughout the event itself to stimulate engagement amongst your attendees and increase their affinity to your brand name. For circumstances, encouraging them to continue utilizing the event hashtag throughout the wedding day creates a sense of neighborhood and makes them feel straight included in the event. You may likewise set up polls or ask them to send concerns and/or comments through social networks channels. Finally, live streaming can lure non-attendees to tune in.
if you are looking for marketing techniques that you can employ previously, during, or after the event.
ABOUT THE AUTHOR: Mark Drucker is an SEO expert with a background in public relations and events management. While he might have put the PR world behind him in favour of digital marketing, he sometimes takes hosting stints.