Craft Event Content Like a Pro: Must-Know Innovative Strategies & Ideas

Jul 03, 2024 Praggya Joshi

Engaging content is an antidote to the fierce competition that exists in the rapidly expanding business landscape. If you're an event professional with a desire to have a full house at your upcoming show, you need to create the most compelling event content. There's a lot to brainstorm to experience event success.  

You need a strong content strategy to create pieces of communication that'll capture your target attendees' interest and build your reach. The good news is that engaging event content not only increases attendance but also helps you boost brand awareness, generating new leads while strengthening your bond with the current ones.  

In this blog, we'll provide you with actionable steps to create winning event content. 

What Is a Content Strategy for Events? 
An effective content strategy helps you market your event successfully and boost attendance. Content strategy for events consists of messages you will convey to prospective attendees before, during, and post-event. This communication takes the form of social media promotional posts, informative blogs, content on your event website, answers to common queries, infographics, behind-the-scenes videos, and the like.  

Put simply; it's a holistic process that requires significant time and a detailed understanding of your target audience's needs. At the same time, the content strategy also considers the USP of the event and your goals, such as increased brand awareness, lead generation, creation of a new pipeline, or increased global reach. Accordingly, you strategize the forms of content that will be shared.  

Questions to Ask Yourself Before Creating Event Content
You will find the best creative content ideas for events when you have clear answers to the following questions: 

1. Who are the people you are targeting with your event? Knowing this is important to craft personalized communications that resonate with people and prompt them to attend the event.
2. What is important to your prospective attendees? Answering this question will help you in making your event relevant to the needs of attendees 
3. What are your audience interested in? This will allow you to create on-site activities that spark the most engagement 
4. What is the unique selling point of your event? It can be a speaker, a topic, or a learning opportunity

A great example of a brand that uses its deep understanding of its target audience and USP is Refinery29. The creative platform of fashion, entertainment, and news for young women hosts 29Rooms, a yearly event consisting of 29 individually branded and curated rooms where attendees can have a unique experience in every room. The rooms are created with brand partners like artists,  musicians, and consumer-facing businesses like Dunkin' Donuts, Dyson, and Cadillac. 

Questions to Ask While Developing Event Content 
Now you have a starting point to create event content. To create an effective strategy, you need to dig deeper and answer the following.  

1. What information will you be bringing to your community?
2. How will your attendees' lives be improved after the event?
3. What do your guests need to know, think, feel, or believe?
4. How can we leverage resources to make the event remarkable?
5. How will the content we create align with our broader marketing initiative 
6. Are there people in your team whom you can assign different content creation tasks?

Answering these questions will enable you to create and market events successfully. You can then use our all-in-one event management platform to promote your event with the best content. 

How to Create the Best Event Content Calendar
You have your goals set and know what your audience desires. On this basis, create an event content calendar to market and promote your event. 

Choose your Social Media Networks
Using social media platforms like LinkedIn, Twitter, Instagram, and Facebook is imperative to communicating and promoting event content. Do you know that average internet users spend at least 143 minutes per day on channels like Facebook and Instagram? So, a big part of your content calendar should be reserved for how you will use social media to generate interest.  

Begin by choosing the platforms preferred by your target audience to communicate. If it is a corporate event, using LinkedIn and Twitter will be more effective. For other types of events, Facebook and Instagram dominate.

Identify Your Event Content Types 
Depending on your event goals, target audience, and budget, you'll need to communicate using the following types of content: 

• Blog posts to build awareness and educate 
• Social media static posts, story posts, and video posts generate interest before, during, and after the event. 
• Curate content for online forums like Quora and Reddit. You can also use the popular forums to discover what your attendees want to know and how your event will be beneficial to them. 
• Podcasts and webinars to familiarize guests with speakers and your event theme 
• Press releases to enhance credibility and awareness of your event 
• Guest posts and collaborations with influencers or sponsors  
• Resources like case studies and newsletters to make the audience interact with your brand. 

Marketing Through Search Engine
You can run paid ads about your event on Google or Bing and optimize your event landing page with keywords to market your event. Both these strategies are effective in generating awareness and promoting the event. In fact, paid advertising consisted of over 41.8% total digital ad spending in 2023! 

But to make running ads successful, it's essential to find the best keywords related to your event and then strike a balance between their search volume and relevance. Use those keywords to create ad copies and content for your event website. Research shows that the highest-performing event pages have no more than five blocks of content. So, your chosen keywords should be a part of this content. 

Fill in & Keep Updating the Event Calendar 
Once you know the kinds of content you will be posting to communicate about your event status before, during, and afterward, fill them into the calendar. You should be able to update and read just the calendar and timelines. Give access to every team member so they are informed of new deadlines. Your event calendar should have the following elements: 

• A clear timeline for publishing each piece of content 
• Details on the platform where the content will be published  
• Tracking information to know how well the content is performing and its reach. 

Creative Content Ideas to Make Your Event Go Viral 
Event content creation and marketing is done with the aim of attracting the highest number of guests. Still, for 71.1% of event organizers, connecting to their audience is their biggest challenge. To generate the maximum buzz around your event and make your show viral, it's necessary to think of truly innovative content marketing ideas.  

Let's help you discover the best ones. 

Craft compelling and mobile-optimized content for your event website
Communicate your event's value proposition, unique selling points, and key messages in an impactful manner on your website. Ensure that your website is mobile optimized with easy navigation and quick load time . Communicate your event-related message concisely. It should have a mix of video and images to truly capture visitors' attention.  

If you utilize Eventcombo's event website builder, you can rest assured that your website or event landing page will be responsive. Furthermore, it includes SEO tools and integrates with social media and analytics, maximizing your event marketing reach.

Focus on Videos More Than Before 
71% of B2B marketers use videos to attract customers and 73% of them report a positive impact on ROI. To make your event content viral and enhance its reach, focusing on crafting high-quality video content is necessary. Think of online clips, short- or long-form behind-the-scenes videos, vines (looping videos), or time-lapse videos that capture the movement of attendees. Such event content has a higher chance of achieving sudden and widespread popularity on global platforms. Humor is the key here. According to marketers, when videos use humor, they are likely to go viral. This is because humorous videos easily capture the attention of people in the first few seconds.  

Create Viral Event Content with Influencers
Influencers already have a huge reach and strong presence. If you have invited them to your event, team up with them to create Instagram Stories, co-branded videos, or pre-event interviews. Then ask them to share the video several times on their channels. Meanwhile, you should also share the content on your channels and ask your team members to post it on their personal social media profiles as well.  

It is essential to choose influencers according to your niche. Also, don't think that content can go viral only on YouTube, Instagram, or Facebook. If you are organizing a corporate event, teaming up with industry thought leaders, and posting genuine long-form articles and case studies with valuable insights on LinkedIn can also give you the same effect. 

Create Interesting Quizzes
Did you know that the BuzzFeed Quiz Page has over 1.2 million likes? It highlights the ability of this content format to spark massive engagement. You can also create viral event quizzes based on your event theme, speakers, and influencers.  Brainstorm some good questions that will engage your potential attendees. Then, use Eventcombo's event app as part of the event management platform to design your quiz and add your branding. Don't forget to promote it on all your social channels. 

Humanized Stories
Humanized content is one of the best ways to make a strong connection. Human-centric content, when conveyed through powerful storytelling grabs people's attention in seconds! Why so? It's because your guests and audience are human and tend to naturally relate to real-life stories about struggle, compassion, determination, and hope. Studies show that human minds are naturally attuned to storytelling. They respond better to narratives than to any other form of content sharing.  

This makes creating humanized stories about your event necessary if you want to generate maximum excitement. Create content on the benefits of your event and how they address your attendees' pain points. For example, show the hustle and bustle of last-minute preparations to people, indirectly highlighting your commitment to providing value. Share unexpected challenges faced during planning and how you are overcoming them. This will make people connect to your message emotionally and they will feel drawn toward your event. 

Run a Viral Giveaway
Running a giveaway is quite an effective tactic for event promotion on social media as it leverages the natural inclination of people to win something big for free. It's because of this that giveaways have the potential to go viral. Your post should have the following elements: 

• A catchy image  
• Why your audience should participate in the giveaway 
• Entry rules  
• Duration of giveaway 
• Prize to be won 
• Number of winners 
• Your event campaign hashtag 
• Winner Announcements 
• Terms and conditions  
• Note that the giveaway should follow the terms and services of the platform which you are running it on. 

Ready to Create Amazing Event Content? 
As you can see, building effective event content requires a detailed strategy aligned with your target audience’s interest. You should tap into every online channel to promote your content for high attendance. Your event content calendar should be frequently updated and reflect your effort to leverage every possible opportunity to spread the word about your event. Throughout the process, you can rely on Eventcombo’s suite of event tech to create and promote your event in a hassle-free way. As the event draws near, use our tools to streamline registration, ticketing, check-in, attendee engagement and more. We are always there to help you create and deliver outstanding experiences. Click here to chat with us.