It’s in a planner’s best interest to explore what video platforms will work best for their audience. As virtual reality and augmented reality go mainstream, many content marketers, including Ann Handley, chief content officer at MarketingProfs, say video will be bigger than ever in 2017. “Most companies are only now thinking more deeply about how video can give their brand a pulse,” says Handley.
Before deciding how to tell your story and how it will be delivered—whether it takes the form of an infographic, video, podcast or Facebook Live post—think about the why, says Handley. Start by reviewing your event’s deeper purpose and identity. This will ground your content strategy into something substantive that attendees care about.
“Content marketing is about educating people; it’s not about sales,” says Paprocki. “It’s important to be authentic and transparent while making [valuable] information available to the user.”
One More Thing
Who is pushing out your content might become as important as the content itself. Companies and event organizers used to remove bylines and homogenize content because they “didn’t want to give writers too much power,” says Pulizzi. “Now the benefits of using well-known writers outweigh the negatives,” he says. Attendees often look up event speakers before and after conferences hoping to find additional content from them.