How to… Use content to get your events seen

What is content marketing?

Content marketing is the creation of blog posts, videos, newsletters and graphics. Designed to be shared across several platforms, it should offer value to the person viewing it and be relevant to your brand. By publishing a range of content, you’ll hopefully be able to target new and existing customers to the events you’re promoting.

How can content marketing help promoters?

A varied approach to content marketing can help your event with lead generation (attracting new customers), building awareness for your event and creating customer loyalty. It’s designed to be one part of a whole strategy. So, while content won’t be the only thing you use to get your event seen, it will work in tandem with other techniques you use to promote your brand. In this article, we’ve rounded up the ways to use content to get your events seen.

Formulate a strategy

A clear content strategy will help you in the long run. Here, think about the goals you want to achieve. Do you want to build awareness of your brand and event? Focus on lead generation and targeting new customers? Or increase the sales, conversions and profit around your event?

Having a strategy in place will make it easier to analyse how your content is doing. By understanding who you’re targeting and why you’re publishing a certain type of content, you’ll be able to refine your approach based on the metrics you receive.

Credit: Fauxels / Pexels.com

Then, think about the type of people who attend your event and the type of people you would like to come to your event. If you’ve run Facebook ads and created custom audiences in the past, you could use the data from those campaigns to help formulate the idea of an ideal attendee. 

All these elements will likely overlap. After all, increased brand awareness and interest from potential new customers can influence ticket sales and vice-versa. That means that it’s helpful to focus your content creation across several disciplines and platforms. 

Optimise your listings

Ideally, you’ll have listings across several websites when promoting your event, alongside a ticket button on your own website. This will increase your reach to potential customers and make it as easy as possible for people to see your event. 

Ticket listing websites — including Skiddle — will allow you to write a summary of your event. Make it as detailed as you can, including the correct date and time, but also ensure that you include keywords in the description. You can use Google Trends to see what search terms have been popular. For example, you might be promoting a techno event in Manchester. So, if you use that as a keyword to target, ensure it features throughout the event description. The same applies to comedy events, drag nights and anything else that features a performer. 

People will likely search for the venue of your event. Ensure that the club or arena where you are holding the night is stated clearly in the event description. This way, you’ll have more chances of ranking on search engines. 

Utilise email marketing

Now your event is listed, you can use content to aid promotion. Email marketing can be an effective way to use content to get your event seen, as there are several types of emails to send out based on the goals you have set.  

Before you begin to send out emails, you’ll need to build a mailing list. You can collect first-party data through opt-in forms. This could be a branded pop-up form on your website where you write a compelling call-to-action and give a reason for people to sign up. 

Credit: Torsten Dettlaff / Pexels.com

Once you have your list in place, you can decide what type of emails to send. You might want to send out a bi-weekly newsletter, rounding up any news around your event, blog posts and social content that you’ve published in that timeframe. For every new sign-up, you could send a welcome email and when you have early-bird tickets available, send an email that incentivises people to buy them. You want to deliver valuable content to your customers. So, avoid sending out too many emails and send targeted ones when the time calls for it. 

Write blogs

Once you’ve listed your events across various platforms and built your mailing list, you should have a good reach. However, writing blogs can take this further. 

Writing blog posts is a helpful example of using content to get your events seen. As we mentioned earlier, your content strategy should offer value, and you can offer lots of it through blog posts. 

For example, you could organise an exhibition with a reputable fashion brand, delving into the history of the brand and its context within society. Consider publishing a press release on your blog or website with all the event details, using keywords such as ‘Art Exhibition Manchester’ in the press release. 

You can send a press release to relevant media outlets, which is a helpful way to use content to get your events seen. It’s leveraging the audience of other channels and signposting your event to their readership. 

Then, you could put together a blog series promoting the event in the lead-in period. An interview with a designer employed by the brand would contribute to a long-form piece about the brand’s history, while a feature article could provide a sneak peek of the exhibition. 

Content like this provides value because it gives the reader information they may not have known previously and could provoke questions that they may bring to the event. Once the event has finished, a ‘What We Learnt’ article recapping the event could close out the series. 

Create video content

The nature of video content allows you to be a little looser in your approach. Here, viewers can see and hear the different parts of the subject’s personality, which can open up opportunities to create entertaining content. 

When working with video, try to create a mix of light-hearted and informative content. You want to appeal to a broad audience while still keeping the content valuable. Your target audience may have different tastes, and it’s always helpful to vary the tone of your videos; so people don’t get bored. 

Credit: Kyle Loftus / Pexels.com

For light-hearted content, consider interviewing a performer from your event. The questions could be based around the ‘Would You Rather’ theme, or you could host a quiz. If you have multiple performers on the bill, bring them together and have them go head to head to see who comes out on top. 

Informative content could involve an artist talking about the first record they ever bought, a drag queen speaking about their favourite routine to perform, or a comedian talking about their connection to a certain venue. 

You can repurpose this content across social media channels, clipping one of the funny bits and posting it on TikTok or as an Instagram reel. In the videos and caption, ensure you emphasise that the purpose of the content is to promote the event. 

Got a question you need an answer to? Give us a call on 03333010301 or ask us a question over on the Skiddle Promoter Twitter account by clicking or tapping on the button below. Alternatively, you can also find a list of our most frequently asked questions over at https://help.promotioncentre.co.uk/

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