Why content marketing is a powerful tool in event planning

What is content marketing?

Simply put, it is a very strategic approach to marketing, that focusses on targeted information that is distributed to a clearly defined audience.

A strategic content marketing plan for the event and/or exhibition should form an integral part of your planning at the onset, and align with all of the goals set for the event.

Start by executing your plan in a drip feed manner at least 10 months before the event.  This plants the seed in potential participants’ minds allowing sufficient time to plan in terms of time and budgets.

Identify appropriate platforms that can be used to reach your audience such as:

  • Social media;

You Tube, Facebook, Instagram, Twitter and LinkedIn

  • Create a blog and provide a link to the blog at all opportunities
  • Trade publications – traditional and online – in the appropriate business sector
  • Trade associations communications
  • Business / Trade directories

Important content to include in your marketing could be:

  • Video content from previous events
  • Anecdotal testimonials from previous clients / visitors
  • Audio recordings of interviews with key speakers / exhibitors / visitors
  • Up to date information as and when it is available such as;

Floor plans
Registration information
Speaker profiles
Conference / Seminar items
Guidelines on how to get the best out of your exhibition stand
Guidelines on how to get the most out of the event as a visitor

  • Gallery of images on your website or social media profiles
  • Partner / sponsor information as it relates to your event
  • All press releases and articles written about the event

Event website

Make sure all of the marketing content is available on your own event / company website and that your website address is included on all promotions and correspondence as a once off go-to place for everything anyone needs to know.


Measuring the effectiveness of your marketing is key to its success and ensures your budget is used effectively.  Ensure you have a good system in place to analyse how your marketing is being received and what the resulting actions have been.  Guidelines on what to measure would be:

  • On social media;

Weekly growth in followers
Number of people reached
Activity on the information, i.e. how many people have commented and shared with their own followers
Activity on the # created for the even. Who is using it and how
Leads generated from a marketing piece

  • Event registrations resulting from the marketing
  • Number of media enquiries
  • Media monitoring service

Recurring content

Hold on to all content from previous events that can be used in the future.  A bank of speakers’ presentations, videos of the topic delivered and interviews with key stakeholders at an event provides rich content to be used for future events and creates credibility and context to the promotion of the next one.


Engage with relevant media leading up to your event, during the event and post the event.  Good relationships with the media ensure that your content grows legs and is distributed over and over again.  It is a good idea to engage with a good PR company who can assist you to maximise the opportunities to distribute your content through the various media channels.

Is content marketing a big part of your event planning?  Get in touch with us on Facebook or tweet us @ThebeReed and let us know your successes.  We’d love to hear from you.