6. Content
Topical, industry-leading and engaging content is the ultimate success story for any event’s content marketing campaign. Have a selection of content formats as part of your plan – a range of blog posts, ebooks and infographics will ensure a good mix of copy-heavy and visual pieces.
Remember that the purpose of your content will depend on the stage of your campaign. The content leading up to the event will engage and inform, content created during the event will update a wider audience who may not be present at the event (but are following online), and carefully curated post-event content will highlight the best bits and maximise the impact and longevity of your marketing investment afterwards.
Conclusion
Content is everywhere so make yours stand out. Keep it concise, engage with your audience in a tone that they relate to and on a platform where you know they hang out. By creating a story around your event, you make your audience want to be part of it. With a solid strategy document to refer back to throughout and a strong social media plan, you are on track to a sell-out.