Events can take several forms:
🧁Conferences & exhibitions
🧁Breakfast briefings
🧁Roundtable discussions
🧁Lunch & learn sessions
🧁Dinner & drinks
🧁Webinars
🧁User groups
The type of event you’re planning can determine the type of content you need to create. For example:
When planning your content, always think about it in 3 phases:
🧁Before the event
🧁At the event
🧁After the event
| Template: event campaign |
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Before the event
Prepare any content you need for the event, such as sales literature, case studies, or a guide for attendees.
Use email marketing to execute a nurture flow campaign that encourages attendees to register (and show up on the day!).
Think about whether there are PR opportunities for you to exploit. If your event is a conference or exhibition, it’s likely there are several media partners, so think about what you could launch/announce at the event to make some noise and capture their attention.
Now is also the time to publish some thought leadership content to demonstrate why you have something of value to share with your audience. One of the most effective ways to do this is through a series of articles that together explore a topic in depth. For example, if your overall theme was ‘artificial intelligence’ your article series could explore what it is and how it has evolved, use cases, benefits, limitations, and how it supports or works with other technologies, like IoT devices or SaaS applications.
| The Little Book of…Thought Leadership Content |
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At the event
What intelligence can you collect to feed into your content?
🧁Data from research/surveys.
🧁Commentary from attendees that you can use as verbatim snippets.
🧁A transcript to repurpose as an article, white paper, guide or report.
🧁Video snippets that you can edit together to provide an overview of the event.
🧁Photos to share everything your saw or did.
After the event
Think about whether there’s any long-form content you can produce – like repurposing the event into a white paper – to prolong the life of your campaign. Of course, this content can be repurposed further into infographics, or expanded upon in blogs that focus on the key themes.
Also, think about by-lining thought leadership articles to your subject matter experts or c-level executives, where they reflect on the key takeaway messages from the event.
And don’t forget to follow up! All this lovely content creates some great call-to-actions to encourage the click.
| Template: repurposing content | Template: white papers |
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Top tips for creating content for events
🧁Don’t make the mistake of just building to the event, because the event itself is a fabulous opportunity to get background information for subsequent content.
🧁Don’t go crazy – especially if you’re attending a conference. You don’t need 101 PDFs and case studies. Save these as reasons to follow-up after the event.
🧁Think ‘exclusive’. Is there something special you can share at the event to reward people for attending?
Still have a question?
I’ve been a professional copywriter since 2014, and before that I spent nearly a decade working as a B2B tech marketer – so I’ve organised and promoted my fair share of events (I’ve even spoken at a few!).
I’m genuinely an open book so you are more than welcome to ask me anything. All you need to do is…
