Content marketing has become an integral part of marketing many different styles of an event – but just what is content marketing? Dictionary.com defines it as: “A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”
Essentially, it’s paid for online content with less traditional media outlets – like bloggers, vloggers, online outlets and social media channels.
In 2018, event planners are more interested than ever in making their event into an ongoing story. No longer is it enough to have a great event, now multi-channel marketing has made the run-up to an event and the aftermath just as important, driving interest, anticipation, and participation.
Driving interest and anticipation
Content marketing designed to drive interest and anticipation in your event usually takes place before your event; though if it’s a series of events or an event ongoing for some time, sometimes it can take place post-launch.
Bloggers and social media influencers can be a brilliant way to drive interest and reach large numbers of people in your chosen audience. This could be by inviting bloggers to a pre-launch event to sample what will be on offer at the real event, by paying for sponsored posts on an influencer’s feed or by sending gifts to bloggers and influencers promoting your event.
Many bloggers have a very specific audience, making this an easy way to reach exactly the right people. For instance, car blogger MrJWW is a niche blogger, but if it’s petrolheads you’re looking to reach, he’s going to reach a much more targeted audience than a TV or newspaper advertisement.
Driving participation
Many events are held in venues with a limited capacity. Perhaps you’re running a meet-and-greet with a celebrity or business leader who might have fans all over the country, or all over the world? Live-streaming can be a great way to involve an engaged audience which for any reason can’t attend the event in person. Choose the format that works best for your audience – Facebook, Twitter or Instagram all offer live video options. By engaging fans remotely, you’ll be keeping them engaged and able to engage in other ways – by buying books or merchandise, or tickets for the next time they are able to attend a show.
Whatever your event is, there are sure to be ways that you can use influencers, social media tools, and videos to bring it to life. The more unmissable your event seems to be, the more engagement and sales you’ll be able to drive, so it’s well worth looking into.
If you’re looking for a celebrity or influencer to help promote an event you’re organising, you’re in the right place. Get in touch today to find out more about how to hire a celebrity for your event.