3 Ways Content Can Supplement Your Event
Live events and content are two important components of most organizations’ missions, and in many cases the two can be highly complementary. Too often, however, event strategy and content strategy are developed in separate silos, and associations miss prime opportunities to leverage each to support the other.
Here are three tactics to consider putting in place to tie your event closer together with your content strategy:
- Develop pre-event content. Whether you publish content on a blog, a print publication, an online content hub or all of the above, use your content outlet to promote the substance of your events. That might take the form of video Q&As with keynote speaker or a series of articles about a topic that will factor prominently in conference sessions. Any content produced in advance of an event has the potential to boost interest and attendance, so make sure to include links to registration in everything.
- Collect content during the event. Most events are content-rich, in terms of both the subjects being discussed and the people there discussing them. That makes event themselves ideal places to collect ideas for topics to cover, and to connect with people who might be interested in contributing content. And don’t overlook the option of doing “live” coverage of the event (especially via video) on your organization’s content hub—it’s a great way to encapsulate and highlight the proceedings for those who can’t be on-site.
- Use content to extend an event’s life. For all the planning and coordination they take to pull off, association events often seem to be over in a flash. A content strategy tied to your event can help to significantly extend the life of your event. Make a plan to cover some of the most prominent topics from your event via articles, videos, webinars and podcasts throughout the year, keeping both the event and the topic top-of-mind for your audience.
Events in their various forms are generally high-profile, strategically important components of associations’ strategies. Applying these and other content approaches can help enhance their value even further.
SmithBucklin Content helps you position your organization as an authoritative source of timely, relevant, comprehensive and engaging industry intelligence. Contact us to learn about partnering with SmithBucklin Content to create a customized content strategy for your organization.