Event Tech Strategy, Insights & Trends.

Using Content Marketing Principles to Promote Your Event

This post was written by Kelvin Newman, digital marketing aficionado. Being both a digital marketing expert and an event organizer, Kelvin has a great perspective on the events industry and how to market certain aspects. 


Content marketing isn’t anything new. Since the Michelin Guide was first published in 1900 to encourage people to drive further and replace their tires more often, people have been making use of content as a way to promote their business. However, over the last couple of years there has been a spike in people making a concerted effort to promote their businesses through content

But it can be a tricky challenge for event and conference businesses to really take advantage of content marketing to drive more registrations for their event and to open up conversations with potential sponsors. In this article I will share with you some tips on ways you can use content more effectively within your market.

Capture Everything

If you’re a conference organizer you’ve got to get people standing up and sharing content, great content that will really resonate with your audience. You’ll be too busy running the event to take in all that’s going on, but you can hire people to capture it for you. Video is the default option, but if that’s outside of your budget, at least get an audio recording as this will set you up for the rest of your campaign.

Use Format Bias in Your Favor

Lots of people will have format bias and this means they will prefer to consume their content in certain ways. Perhaps they’re the kind of person who downloads podcasts to listen to while in the gym, or maybe they read on their phone while waiting for a train, or print everything out to read while waiting for their flight connection. Often people with these different preferences won’t overlap. This is your opportunity, the same idea or seed of content can be repurposed into lots of different formats and appeal to lots of different groups of people.

After your conference you can take your presenters slides and upload them to Slideshare, video them and upload them to YouTube, record their audio to create podcasts, summarize them and release them as a podcast, compile transcriptions to bundle them into a printable whitepaper, or reformat them into a Kindle friendly ebook. Each of the different pieces of content will appeal to a different group of people even if they all started from the same place.

Let Your Community Help You Out

Some of the best websites in every B2B sector are driven to some extent by user generated content; your attendees are all potential contributors. To a lot of people public speaking is a sweat inducing nightmare, but these knowledgeable attendees would make great contributors to your website, producing content that will deliver great results for your business.

Invite Prolific Creators of Content

You’ll probably already have a group of media partners, but are there other non-conventional publishers who are writing about you or your competitors’ events? They’re the people you really want attending your event. For me, whenever my competitors are running an event, I look to see who’s been doing the post tweeting on their hashtag, plus who’s written post-event blog round ups. I always sort them out a complimentary ticket to my event because I’m confident they’re going to contribute great content to the community.

Treat it as a Revenue Opportunity

Once you’ve established yourself as a publisher, as well as an event organizer, you’ll be able to use your new-found year round audience as revenue stream. We regularly host webinars and distribute whitepapers we’ve charged sponsors to produce. This content is great for our community, great for our commercial partners and all contributes to our content marketing goals.


Kelvin-NewmanKelvin Newman, Founder– Rough Agenda
Kelvin Newman is the founder and managing director of Rough Agenda, a company with the lofty ambition of helping Digital Marketers do their job a little better, the main way we do this is through the free to attend specialist digital marketing events BrightonSEO, Content Marketing Show, MeasureFest and Biddable World.


Leave a Reply

Basic HTML is allowed. Your email address will not be published.

Subscribe to this comment feed via RSS

Written by: