Content Marketing for Events – Blogs

As you’ll recall in my last post, content marketing is essential for positioning yourself as a leader within your industry. It is also a fantastic way to get people more interested in going to your event or using your event planning business. With that being said, I wanted to talk a little bit about how to use blog posts to accomplish that.   Guest Posts Guest posts can go one of two ways: either you have somebody post on your blog, or you make a post on somebody else’s blog. Somebody posting on your blog: If you’re going this route, the best thing to do is get somebody who is well respected in your industry or niche to post about a topic that relates to your event. This means that if you’re doing a trade show, having a representative from a company writea bout what to look for in a certain product is great. If it’s a comic convention, having a special guest write about something is sure to be a winner. If it’s a social event, even having somebody who regularly frequents it write about a great experience they had will be relatable. Posting on somebody else’s blog: Your first step is to identify blogs in your industry or nicheThe second is to identify if any of them allow guest posting. Stop right here – remember that you’re posting on somebody else’s blog. This means that you can’t just advertise your event your your service. You need to provide something of value before you can talk about yourself or you’re not going to be allowed to guest post. Or, worse, you’ll look self-serving and it will rub people the wrong way. Once you have a list of potential guest posting opportunities, email them all! Or if you know them in person, just ask. Be sure to make your  email stand out. Pitch an idea or interesting perspective for a piece within the email. This is far more likely to be accepted than a vague “can I write a thing for you?”. Also, don’t forget to go big! Some blogs may seem intimidating because they’re huge within their field and have thousands of followers, but include them in your email pitch. If your idea is good, they’ll be interested!   For Event Planning Businesses If you’re running an event planning business, you should have regular blog posts. Blog posts come in all shapes and sizes: you can write about things you’ve learned, tips and tricks for other event planners, embarrassing/funny stories about planning, and much more. The blog posts you write are only limited by your own imagination. There’s a story behind every event you’ve planned and the experiences you’ve gained from it. Some of the most popular event planning sites out there, like , have an extremely robust content section.   For Events If you’re making blog posts to market an event, you should post regularly but the content shouldn’t be about tips and tricks. It should be anticipatory in nature – perhaps post “leaked” pictures of what the event will look like. Guest posts from speakers and stars are great here. If you’re running a conference or trade show, talk about vendors or speakers that are going to be there. Just like with conventions, see if a speaker or a certain vendor is willing to write a short post about their experiences or anything else that relates to your convention.   Other Tips Have a schedule set up. People enjoy regular content and will make it part of that day’s routine. Communications studies have shown that many people would read a newspaper every day just because it was a habit. So whatever day you’re going to make a post, stick with it! Keep paragraphs short. Imagine if I had no line breaks and everything I’d written so far was in one huge paragraph. It’d be an eyesore and mentally taxing to read. Headers should be in bold. Did you notice that all my headers were in bold? Due to the effect of social media and Gawkeresque sites, people tend to skim articles and this can point them in the right direction. There are a lot of arguments on long posts vs. short posts and what works best. According to Medium,  the optimum post length takes about an average of 7 minutes to read (post here). You also have Buffer saying an optimum post has about 1,600 words (post here).This allows for the post to contain enough information for the reader to find relevant without also taking up too much time or overwhelming them.  That’s not to say short posts aren’t good or useful, as I think this one fits both criteria! I think a blend of both is the best way to go but, testing with your own audience and what they respond to is the best way. Conclusion I hope this gave you some inspiration to get started on a blog for your event or for your event planning business. If you’re interested in more posts about blogs, check out my post on how to use blogs to sell tickets online.  ]]]]> ]]>

4 Reasons You Need Content Marketing

We’ve talked about all kinds of marketing for events on this blog, but one has been missing – until today.

Content Marketing is one of the most influential types of marketing out there and it comes in many shapes in sizes. From blog posts to how-to articles to videos to white papers, there isn’t a single event out there that couldn’t benefit from content marketing.

Today I’m going to talk about how events can use content marketing to help get new attendees to their events. Some of the most important types of content for events will be video, photo, news, and blog posts.

For this introductory part to the series, I want to talk about why content marketing is so powerful.

1. Content Marketing Will Make You Look Like Leader In Your Industry.

Let’s take two comic book conventions, A-Con and B-Con. A-Con (not to be confused with the rapper) has weekly emails detailing various happenings. B-Con also has weekly emails, but they also have blog posts detailing special guests like Harrison Ford and that one guy in the back of the cantina. Not just that, but B-Con also posts interviews from cosplayers and even has surveys asking attendees what they might like for next year.

So, which convention sounds like they’re at the top of their game? Which convention sounds like the one you’re going to want to go to? It’s not a trick question. It’s clear that that the convention putting out more content for their attendees is going to be the convention people flock to. Make no mistake, something as simple as a video can result in increased sales.

2. Content Marketing Will Make People Remember You More

Have you ever heard of Michelin Stars? A restaurant can be awarded from 1 to 3 stars, with 3 being coveted and tough to get. Most restaurants aren’t awarded Stars at all, so even being given a single Star can be a huge deal. If the name Michelin sounds familiar, that’s because it’s the Tire Company with the funny-looking mascot. While this might seem random, people now know the name Michelin across different industries. Your event’s name will stick in more people’s heads. Anecdotally, when first writing this article I was trying to think of examples and this is the first one I thought of simply because it was so interesting. And I just recently got a flat tire on my car and the first thought that popped into my head was to see about getting a set of Michelin tires.

Michelin Man Stars

3. People Come For the Content, Stay For The Brand

Watching a funny commercial or reading an in-depth white paper is something that most people are interested in. Hence, people will actually go out of their way to learn about a new topic or to watch the best Superbowl Commercials. But what happens when someone watches 10 wacky videos of a blender destroying iPhones, crayons, and Thanksgiving dinner? You start to consider purchasing that blender, even though you might have just started watching the videos for fun. Check out the two comments below:

[caption id="attachment_23038" align="alignnone" width="450"]Screenshot 2015-11-09 11.48.58 You’ll notice, of course, that they bought it on eBay. However, its competitor lost a customer due to the Will It Blend? campaign.[/caption]

Screenshot 2015-11-09 11.43.45

In 2007, spending precious time watching ads for products would be laughed at, but now it’s the norm. You can see just by those two photos that these videos which many (including myself) watched for fun ended up creating a huge profit for the company. And it has almost 900,000 subscribers on youtube – if even 1% of them purchased a blender for $400, that would be 9000 people buying a blender which is $3,600,000 in revenue.

4. Content Marketing Helps Identify What’s Important

When Jack, Megan or I start creating articles for the Ticketbud blog, we look over what we’ve done before and what’s been successful. We also take note of what might not have been as popular. Over time, we get better at what we’re doing and the blog posts we write now are, in my opinion, much better than blog posts we wrote even a year ago. Writing a lot of posts has helped us identify what readers coming to this blog like, and we now write better and more targeted posts because of that!

The other benefit is that as you write more, you become better at writing. As you record more videos or do more how-to’s, you become more competent at those tasks. Overall, creating content is not just good for getting more attendees, it’s good for your event as well.

Next week I’m going to start detailing the different ways to use Content Marketing for your event.

Next Week: I talk about Blogs

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