Remember that last great event you went to? We bet the content had a lot to do with why you enjoyed it so much. Good content is what makes an event stick in your mind. It could be a keynote that gets you thinking, a panel that keeps your attention, or a workshop you’ll never forget. The best events don’t just think of event content creation as another thing to check off the list. Smart organizers use content as a key part of their B2B event marketing strategy to make their events ones to remember. They see each event as a chance to show off their brand through the stuff they share. This blog will show you how to do it.
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What Is Event Content Creation Exactly?
Event content creation means planning, making, and sharing things before, during, and after an event so people stay interested and connected. With smart event content creation, you can create blog posts, social media updates, fun talks, or workshops that really matter. The goal is to guide your audience through a useful, memorable journey. This way, your event feels more than just a gathering — it becomes an experience that reflects what the host wants to say. According to Zipdo,78% of event marketers agree that event content creation is a highly effective B2B event marketing strategy! With such a large percentage of industry professionals agreeing on the power of event content creation, you’ve got to learn the best strategies!
Is Event Content Creation Limited To Main-Stage Presentations?
The simple answer is NO. Often, content creation is only associated with what’s happening on the stage. There’s no doubt that the main event or session has to be super engaging for the audience. But an event is not synonymous with a single session or workshop. It’s an entire journey that begins with event registration. If you really think about it, you use some form of content at every major touchpoint of your event. It’s present in event registration forms, follow-up emails, event app, event check-in and badging, and thank you emails! Through all these digital and physical assets, you don’t just pass on information, but strengthen your brand’s recall value. Your ultimate goal is to make people remember you. So, event content creation spans pre-event, event, and post-event phases. Let’s see how:
Pre‑Event Content Creation
This is all the content you put out before the event to get people excited and to make them sign up. You could use emails, short promo videos, social media posts, or blog entries to introduce speakers and themes. The goal is to show your audience why the event will be valuable. You can use Dreamcast’s registration tools to hook your attendees right at event registration.
During‑Event Content Creation
This is the heart of your event content creation — what happens live and in real time. Imagine keynote speakers, panel talks, hands-on workshops, live polls, Q&As, and cool digital assets given to attendees. It’s all made to keep them interested and really get them involved. Dreamcast’s complete event app helps you integrate all these interactive experiences in one place.
Post‑Event Content Creation
After your event, keep the excitement going! Some ways of doing that are sharing event recordings, short recap blog posts, survey links, etc. This lets people go over what they learned, keeps you connected, and helps you figure out how well the event went.
Event Content Creation Strategies For B2B Event Marketing
If you don’t have good event content ideas and strategies, your event might seem random and not connected to what you’re trying to achieve with your B2B event marketing. Here are some simple event content ideas and strategies to help your B2B event marketing work better. A good plan can help your events bring in new leads, build trust with your audience, and keep your current customers happy.
Define Your Key Event Goals
When you’re planning your B2B event marketing, make sure you know exactly what you want to get out of it. What do you want to achieve with this event? It could be anything from getting more leads to building a stronger community. The important thing is to build your event marketing plan around these goals.
To illustrate, if your main aim is to get a certain number of leads, lead-capture forms will probably work better than just having keynote speeches. But, if you’re more focused on branding, then panels and keynote speeches are a great choice!
Basically, just remember that everything you plan—sessions, workshops, speeches, and resources—should align with what you’re trying to achieve with your overall B2B content marketing strategy.
Know What Your Audience Wants
After knowing what you want from your B2B event marketing, it’s time to know what your audience wants. This is a vital step towards making your event relevant and useful. But, how do you understand your target audience better? Let’s take a look at a few simple ways:
– Use pre-event surveys to know the key topics or issues that come up most often.
– If your B2B event marketing aims at selling a product, chat with the sales team to learn what questions people usually ask when they see demos.
– Look at your past marketing content to find what people liked the most. See which blogs, videos, or webinars got the most attention.
– Pay attention to webinar or event registration forms. You can ask a few simple questions to learn more about your audience while they sign up.
– Also, pay attention to the content formats that saw the most engagement in your past events. Whether they were workshops, panel discussions, Q&As, etc.
– Knowing your audience well directly contributes to effective event content creation. If you get this right, you have already won half the battle with your B2B event marketing.
Outline Your Event Content Journey
Coming up with event content ideas isn’t just about the event day itself. It starts the second you announce the event and can keep going even after it’s over.
Before the event, think of ways to get people pumped up. Short videos, introducing the speakers, and sending sneak peeks in emails are all good ways to get people interested. When people register and check in, that’s a great time to learn about them, which can help you create better content.
During the event, use interactive stuff like polls, live Q&As, and different session formats to keep everyone interested. An event app can really help by guiding people, sharing updates, and getting them to participate.
After the event, keep the energy going with highlight videos, recap articles, and recordings of the sessions. Even the check-in and badging moments can become content. If you do it right, you’ll have a conversation that never stops, making your event content useful the whole time.
Put Everything Into A Clear Content Calendar
Timelines are super important for event content and B2B event marketing. If you want your B2B content marketing to really work, make a plan for everything. It’s a good idea to keep your team in the loop about when to send reminders before the event and what the follow-up should look like. Even the best event content ideas can tank if the timing is off.
Keep Your Stakeholders In the Loop
Keeping the stakeholders in the loop makes your event content smoother and more organized. Marketing can craft the narrative, customer success can share success stories, and sales can explain people’s main concerns.
Bring speakers into the loop early. Make sure they know who will be attending, what problems attendees face, and any relevant data. If you have external speakers, have a prep call to agree on the overall tone and key points. This helps your content feel connected, smooth, and genuinely helpful.
Don’t Forget To Measure Results And Follow Up
You can’t expect to improve your B2B event marketing if you don’t pay enough attention to measuring your event content creation results. B2B content marketing requires a thorough study of the analytics generated in each event. You need to track what worked and what didn’t. You can do this smartly using event tech like an event app or a provider like Dreamcast that provides you with the feature of a real-time analytics dashboard.
Pro Tips To Come Up With The Best Event Content Ideas
Great event content ideas are key to the success of your B2B content marketing. There’s a mix of out-of-the-box thinking and sticking to a few old-school tricks that work here. Let’s explore a little bit of both through these pro-tips for the best event marketing strategy.
– Mix things up: Use keynotes, short talks, and small group sessions to keep people interested.
– Get hands-on: Have workshops where people can learn by doing.
– Get feedback right away: Use polls or word clouds to see what people think and get them talking.
– Let people speak: Have Q&A sessions where the audience can ask experts questions.
– Make it a game: Use points or challenges to make learning fun and get people involved.
– Help people connect: Set up ways for people to meet others who have similar interests.
– Keep it fresh: Add things like wellness breaks, entertainment, or interactive stations to keep things interesting.
Wrapping Up:
Don’t forget about creating great content for your events! This means planning what happens during the event and making stuff to promote it. Both are key for B2B event marketing.
If you’re planning an event, start thinking about content as soon as people start signing up. This helps guide attendees through the experience you’re trying to create. The same goes after the event is over – you want people to remember you the way you want them to.
If you use some good content creation tips, you can definitely improve your B2B content marketing.
