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Archive for May, 2013

Create engaging content from your offline events

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Looking for a great source of content? Don’t overlook offline events. That’s the suggestion of Mykel Nahorniak, CEO of online event calendar company Localist, He offers “8 Ways to Transform Events into Powerful Content Marketing” in a recent post on the Content Marketing Institute.

Among his suggestions:

  • Engage with attendees before and after your event: Start with a press release about your event. Create a blog post and a series of posts for your social media platforms. Create a hashtag specific to your event and use it to communicate with attendees ahead of the date
  • Keep the conversation going: Encourage attendees to blog about their experience and post photos of the event on their social media networks. On your part, re-tweet, like and share the content that your attendees create. Designate someone to monitor mentions of your event on social media platforms and engage with those who are posting.
  • Employ email: Develop engaging emails about the event as reminders. Also prominently place information about the event in your email content. From the information, direct readers to other event-related content such as your blog posts or hashtags.
  • Create an app: Create a mobile calendar app so that attendees can access event details.

Read all the Nahorniak’s suggestions to leverage your event into engaging content

Here are a few other things to keep in mind about leveraging your events for your content marketing program:

  • Plan your content: Identify certain aspects of the event to build content around. After the event, create a series of blog posts, articles, SlideShare presentations or white papers around these issues for posting on your website.
  • Plan something special: Apart from usual speeches, panel discussions or exhibits, plan something at your event that is fun or memorable to motivate attendees to get behind promoting your event.
  • Have reliable WiFi: Considering the explosion in the use of mobile devices, don’t be surprised if attendees show up with smartphones and tablets. That can put a lot of demand on a WiFi connection. Make sure to account for a potentially high volume of usage during your event planning.

How have you used an event as part of your content marketing campaign?


Written by Barbara Kohn

May 9th, 2013 at 4:16 pm