events
no need to complicate matters...
Any event is only as good as the audience – so how do you get the right audience into the room?
Maybe we even need to go back one step – does the right audience know about your event?
Step 1 - Entice
Thought provoking or provocative post on social media to draw the reader onto your website
Step 2 - Engage
Editorial content as a conversion bridge to encourage the reader to download the event brochure
Step 3 - Covert
Direct marketing to an informed and relevant individual to convert interest into attendance
Step 1 - Entice
Thought provoking or provocative post on social media to draw the reader onto your website
Step 2 - Engage
Editorial content as a conversion bridge to encourage the reader to download the event brochure
Step 3 - Covert
Direct marketing to an informed and relevant individual to convert interest into attendance
How does your content relate to the real world? People don’t just attend events because 250 other people do, or someone from the biggest company in the world is there, the content has to be real.
By creating content which links agenda items to real-world developments, industry trends or up-coming disruptions, you create a necessity to attend an event and learn.
Editorial content to link your event to the real-world is doing the hard work for your audience.
They are no longer asking should I go, but instead, asking can I miss it?
The content can take many forms, but everything starts with a good idea.
What is of interest to your customers, how can you tell it in an engaging way, and how can you develop authority in this space?
The first section is easy – make the content relevant. Pin it to the real world and focus on the outcome, not just the delivery process
The second section is challenging – is it a well written piece of content? Writing is easy, writing well is hard.
The final section is open to interpretation – authority can come from the person you have interviewed, the data you have included, or the seemingly unconnected trends that are weaved in
The final stage is delivery.
The teaser post on social media entices the audience onto your blog.
The content hooks the interest of the audience into the relevant topic.
All you have to do then is take then on the next stage of the journey to the brochure.
By breadcrumbing the audience, you are using content to create authority and necessity