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August 21 Content Chat Recap: How to Use Content Marketing to Promote Your Events

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Cathy McPhillips ContentChat

This week #ContentChat was joined by Cathy McPhillips, VP of Marketing for the Content Marketing Institute (CMI). CMI has made great use of content marketing to promote their annual Content Marketing World Conference, and Cathy joined the conversation to share her tips on what works.

Q1: Why should event producers use content marketing as part of their promotion plan?

Content marketing is a great way to build interest in your event before it happens. By sharing content written by, or created in collaboration with your speakers, you show their authority on their topic and, hopefully, leave your audience wanting more.

 

Content marketing also has the power to turn one-time event attendees into raving brand advocates and a permanent part of your brand community.

Q2: What are some examples of how to use content marketing to promote your event?

Make it clear where they can go to hear more and dive deeper (i.e. your event).


And don’t forget about empowering your speakers to create and share content as well.

Q3: What are some challenges you see when it comes to content marketing for events?

Many organizations aren’t staffed appropriately to take a content marketing approach for their events.

Events involve a number of team members who may not be used to working together, making a focus on clear, consistent team communication a key challenge.

Q4: What was a pre-event content effort that surprised you in its engagement+effectiveness?

When you deliver your message in an unexpected package, you’re likely to get their attention—and their registration.


Twitter chats are a great event promotion tool, allowing the bonds of friendship and community to form well before the convention center doors open.


And don’t underestimate the power of getting folks together face-to-face.

Q5: Does content marketing have a place during an event?

Your event’s social media backchannels are a powerful content marketing source and tool.

Q6: Your event’s over. Now what? How can you use #ContentMarketing to help the event live on?

Events generate a ton of content. If you’re not reusing event content after the fact, you’re missing out.

Don’t miss the opportunity to turn those attendees into year-round participants in your community.

And don’t forget to follow-up on partnership or sales opportunities.

Q7: Which conferences or events do a good job of incorporating #contentmarketing into the promo plans?

Not surprisingly, many marketing conferences embrace event content marketing.

But other industries are also embracing the power of event content marketing.

Q8: What’s your favorite piece of event-related content?

About Erika Heald

Erika Heald is a content marketing expert and executive ghostwriter. As founder and lead consultant at Erika Heald Marketing Consulting, she helps organizations define and document content marketing strategies that drive business growth. Erika led and grew high-performance content marketing teams at Highwire PR, Anaplan, and Achievers. You can also find her on her blog erikasglutenfreekitchen.com or hosting the weekly #ContentChat Twitter chat on Mondays at 12 noon Pacific.

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