Content marketing is often viewed as a passing fad by B2B event marketers - or ignored completely - but unlike some marketing trends this one is set to stick around. As an experienced marketer, chances are you’re familiar with the fundamentals – but how can you translate the returns of this approach to your event marketing?
It's all about changing your mindset, and applying the key elements of the content philosophy to your outlook. Ultimately, treating your event as a content offer, rather than a standalone occurrence, will help you to adapt your strategy, generate relevant leads, and increase registrations.
Step 1 – Think of your event as a content offer
First, you need to change how you view your event. Approach it as you would your other content pieces, like ebooks, whitepapers or checklists. It certainly meets the criteria of an offer, it's simply one you would place further down the marketing funnel
As you would with any offer, use your other content as platforms upon which to market your event. Amend your existing ebooks, whitepapers etc., so that they link to your event (make sure you remove the reference once the event has come and gone). Be smart and only insert it where relevant or applicable – it should appear as a logical next step to the reader in question