Throughout the year, industry leaders and innovators come together at major events and conferences to share insights and learn more about the future of their space. While it’s always valuable to have some of your team members on the ground to discuss your brand and offerings at these important industry events, a successful, comprehensive marketing strategy involves more than just the right in-person talking points.
In order to establish your brand as a thought leader and maximize your opportunities to connect with prospects, you need to create and distribute the right event content before, during, and after a conference takes place.
Before the event
When it comes to the biggest and most important events in your industry, you should start publishing relevant content weeks (or months) in advance. By establishing the right strategy here, you can take advantage of the opportunity to increase your site traffic and brand awareness.
There are two main approaches you can take when it comes to pre-conference blogs. One option is to create a post that focuses on the future event itself. This kind of blog can cover what attendees should expect, the themes of the conference, session highlights, and other relevant information. These posts are also the perfect place to call attention to any panels or sessions your team will be involved in.
Another option is to create blog content around the key themes of the upcoming conference. For example, imagine that you work in the ecommerce space and interactivity is going to be a major topic at an upcoming industry event. Consider developing associated interactivity 101 and roundup posts that empower you to define your brand as a leader in this space. Getting in on a trending conversation in this way can give you an organic search engine optimization (SEO) boost.
Similarly, you could create webinars that focus on the major themes and topic areas that will be discussed. By having one of your internal subject matter experts (SMEs) lead the webinar, you can further highlight your team’s expertise—making prospects even more interested in connecting at the event itself.
Assets required for scheduling meetings
Is your team planning on hosting meetings with customers and prospects while they’re at the event? If so, you should develop a landing page where users can book a specific time slot. And don’t forget to create various marketing assets that will drive your audience to this page.
One particularly engaging content type to use for this purpose is a short promo video. These videos can be shared on social and included in any pre-event emails you send out to prospects and customers. A straightforward, simple formula to use here is to leverage b-roll event footage from previous years to make up the majority of the visuals. You can then incorporate on-screen text or a voiceover to explain that your team would love to connect at the event—and provide all the pertinent information about scheduling a meeting. If you have the necessary interactivity integrations in place, you can even add a call-to-action (CTA) at …read more
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