How to Develop a Winning Content Strategy
If you’re organising an event, chances are you’ll have access to a fair amount of content, which you may have spent weeks or months putting together to create the perfect experience for your event guests. But what happens to that content once the event is done? To truly get the most out of your event content before, during, and after the big day, you need a solid, smart content strategy that’ll take the events impact to a whole new level.
A winning content strategy will help sell your event before it takes place, promote it when it’s happening, and keep your guests interested and informed long after they’ve walked out the door. While every event is undeniably different, there are some key concepts that you can put into place when you’re putting together your own content strategy to make sure that you always hit the mark.
Start with your goal
Why are you developing a content strategy? What do you aim to get out of it? By outlining your key business and customer needs, plus a detailed plan of how you’ll use your content to address them, you have a much better chance to develop a content strategy that will actually fulfil these needs. Remember that your event is being hosted with the purpose of communicating a message that forms part of your larger communication strategy, so if you keep this message in mind at all times as the central part of your larger ‘goal,’ it’ll help you keep the strategy on track.
Stack, stack, stack
Stacking content should be a key part of your overall content strategy. Events are always a great chance to create content that can be shared over a larger period of time, while breaking your content down into different phases, contexts and consumption formats, will help you deliver it to your audience in a way that will keep them engaged. People are far more likely to read or engage with content that’s been delivered to them in a small, bite-sized format over email or social media than they are to sit down and read a 10,000-page event dissertation that you post to them.
Map it out
Now that you’ve broken your content down into more manageable segments that you can share over a greater period of time, get serious about content mapping. Look at every piece of content and decide where, how, when and with whom it should be shared. This might sound a little tedious, but making content mapping central to your content strategy goes a long way to create the kind of event that stays with your guests and helps you achieve your content strategy goal.
Like to know more about Event Content Trends and the other trends that are ruling the world of eventing this year? Download our 2018 Event Trends eBook.