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Event Content Marketing: What It Is & 8 Best Strategies

Events are every day more about content. We could even say they are mainly about content. Offline, and not only. In the social media and digital era indeed, making event content means sharing and growing the event online and reach potential participants – but also involve them and creating loyalty – through various channels: blog, website, social media.

A common mistake is that once made the social post, the website and some information about the event and some blog posts; everything will happen by itself. Unfortunately, things are not that easy and creating efficient content for an event requires time, care and dedication.


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Event Content: what it is and its purpose

Online Content can promote and share an event in different ways: text, images, video, and even podcast and audio in general. Indeed, the event’s storytelling should be diverse based on what event stage it’s going through. Each phase should have specific goals.

Content before the event: content shared before the event can create curiosity, expectations and authority. For example, you can reveal some aspects of the event, examine them without too many details on the blog, attracting the attention with images and videos on social media, unveiling some backstage secrets.

Content during the event: for the whole length of the event, content can keep engagement high. Live tweet, posting images, and monitoring the event’s hashtag are vital steps for content to be shared correctly and according to the branding you chose, including the tone of voice.

Content post-event: keeping the engagement high, reliving emotions, storytelling the experience. Several goals can help you reach your post-event content marketing. If you already have useful information about the future edition, this is the right time to reveal some info and even promote early bird tickets.


How To Create Effective Online Content For Events

1 – Open a blog: opening a blog looks easy, but it’s not. If the blog aims to share content to promote an event, you could make various mistakes. Here are two tips to avoid them:

  • Create a blog far in advance: Google takes time to index articles and if your goal is that of being found by search engines by potential attendants through your blog posts, don’t leave blogging a few weeks before the event. It would be all wasted energy.
  • Avoid generic content: if you want to find the right audience, your blog should talk about specific subjects, detailed and useful studies, possibly originals. For example, if your event talks about content marketing, share pertinent content with regularity: how and what content to write, etc. It would be best to prevent articles talking about the event’s agenda: autoreferential doesn’t work and think that you are the first to avoid reading pieces you are not interested in.

2 – Draw up an editorial plan: if it’s about content, there is no room for improvisation. Drawing up an editorial plan means establishing goals and create coherence among all content – website, blog, social media, etc. – so that your event’s storytelling can always be logical.

3 – Draw up an editorial calendar: once you set the editorial plan, you should create an editorial calendar, your content creation schedule. You can plan that with specific social media tools and CMS like WordPress, which offers you the chance to program your publishing time and date so that you can organise yourself and leave nothing to chance and improvisation. Monitor your posts’ analytics; you can always adjust them based on visits, interactions, impressions, etc.

4 – Go to professionals: we already said that, for efficient event content marketing, you should avoid improvisation. When creating content, it is best to turn to professionals: bloggers, copywriters, video-makers, communicators, social media managers, event content managers, photographers, webmasters.

5 – Don’t ignore SEO: we hear talking about SEO more often, but what is it exactly? And does it have to do with events? It’s the acronym that stands for Search Engine Optimisation. If we talk about online content, it means answering more in detail to questions users ask on Google. Let’s make an example. Suppose your event is about event content marketing. In that case, your vlog articles should answer as precisely as possible all questions, and an interested user my ask Google to receive useful information, from definitions to specific subjects: what event marketing is, how to write optimised event content, etc.

6 – Aim on content quality: content needs to reach your public, but you need authority to do so. That’s why the content you offer needs to be of high quality, which means useful, precise and thorough.

7 – Choose the right tone of voice: think if the CEO of a big company stands on a conference stage and starts talking to the audience like they were kids. It would be weird, right? The same stands for content: identifying and reaching the right audience means choosing the right tone of voice: funny, authoritative, serious, engaging or others, as long as it’s the same as your event.

8 – Create a community: we mentioned that content helps to identify the right audience for your event. Once you found it, you should engage it. A numerous and active community is the best way to increase brand awareness and grab attention. There are many steps to take to do so, for example, sharing regularly engaging content on social media, choosing captivating posts, monitoring and mediating blog comments and launching digital contests.


What strategies did you use so far? Did they work? Let us know in the comments below.


About Rox Event Staff, Event Staffing Agency in London

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Rox Event Staff is the only event staffing agency in London that helps you take the headache out of event staffing and event marketing in one place.
We operate nationwide across the UK with over 2,000 dynamic COVID-19 trained events staff on our growing roster. We have dedicated account management, event marketers, staff’s right-to-work checks, training and skills tests on all workers, taking care of payroll too.


Get in touch to let us know your requirements. We will let you know how we can make that happen.

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