The event industry is no stranger to content marketing. In fact, events themselves are a type of content — a place where attendees come to discover new trends or hot products, hear from thought leaders and innovators, and discuss new approaches to emerging challenges. Bringing those insights off the show floor and into a content marketing campaign has become an increasingly effective strategy for attracting new prospects, generating leads, building engagement and driving retention.
Most events and associations have plenty of content but struggle applying it effectively in marketing campaigns. Through research and strategic planning, mdg can assess what content formats and topics will be most compelling at each stage of the customer journey.
If a campaign has content gaps, our team of content specialists, copywriters, designers, videographers and coders can help.
8 Ways to Build Event Awareness with Content
Before prospects will consider attending an event, they must first know it exists. Event marketers looking to grow their databases, build awareness, keep audiences engaged, and ultimately increase attendance should consider the following top-of-funnel ideas for creating and optimizing content.
mdg’s approach to auditing our content and identifying gaps – along with existing audience persona data – was instrumental in our seeing higher levels of engagement with our email campaigns for our 2020 show.