The rules of content marketing have changed over the last five years, and now more than ever, quality trumps quantity. “Anyone can create content,” says Joe Pulizzi, founder of Content Marketing Institute, which produces the annual Content Marketing World Conference & Expo, “but very few companies do it right.” Consider this breakdown of everything you need to know about content marketing for your 2017 events.
Events are multigenerational, and your content should be too, says Sherry Beck Paprocki, author of “Content Marketing: 50 Ways to Tell Your Story” and president of American Society of Journalists and Authors. “Planners expect to reach 25- to 75-year-olds,” says Paprocki, who has overseen a variety of national conferences. “When you span a wide age demographic, [you need] niche printed materials, websites, apps, daily e-blasts and sessions specific to each age range.”
Paid social media content is in; organic posts are out. This wasn’t the case several years ago when many content creators tried to build an audience organically. Over time, companies saw little engagement as Facebook made changes to its algorithms, which act as gatekeepers to content shown in fans’ newsfeeds. “A lot of companies now see social media as pay-to-play,” says Pulizzi. “They know if they are doing something on social, they can’t control Facebook algorithms.”
“Instead of [promoting content] for the week of a conference only, do it all year,” says Pulizzi. Communicate with attendees and deliver value every day. Doing so will make your audience more likely to come to events, as well as spend more money while they are there, he continues.