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8 Ways to Transform Events into Powerful Content Marketing
Mykel Nahorniak / Content Marketing Institute / May 6, 2013
Your company or organization may already be hosting great events, but are you developing a sound content marketing strategy to make those events more engaging? Are you actually turning events into content? Events pack a powerful content marketing punch, because people attending events will remember their experience at your event far longer than they’ll remember reading a blog post. If you start approaching events with the same strategic focus you give other forms of marketing, you can capitalize on this powerful source of content.
My company, Localist, creates online event calendars to serve a wide variety of organizations, and we’ve seen firsthand how our customers capitalize on events as a source of content. Being data enthusiasts, we wanted numbers to attach to what we’re seeing. We recently surveyed users of more than 40 of our customers’ calendars to ask them about how they interact with the calendar, and how they find out about the latest events. Their answers drove our point home: Focus on transforming events into content to build your brand and drive engagement before, during, and after your events.
You can download the full results here, but we’ve pulled out some key statistics in this post. Note that the survey was performed at higher education institutions, but the lessons apply to any organization.
1. Blend in-person and online components of your events
Events offer a great opportunity to connect your online content marketing strategy to offline, in-person interactions. Start by giving your events a prominent place online. Our survey respondents certainly value being able to access information about events online: As you can see in the chart below, 68 percent said the online event calendar was one of the most useful features of our website.