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The Preferred Content Route for Event Marketing: Here's the One!

When it comes to B2B marketing, I am a big fan of events. My interactions with events took place in 2005. Event content, from events and exhibitions to webinars and virtual happenings, has always fascinated me. No doubt, the overall content approach and delivery have changed since then; however, I have not seen content taking the backseat in any of the event professionals' lives. 'In event marketing, content reigns supreme, yet its quality varies.

Event professionals must use a specific content route to promote pre- and post-event activities. When we think of content as part of event marketing, it has different objectives at different times. However, it is crucial to remain consistent with the preferred content route.






Recently, I conducted a short survey with a few event professionals to learn about their preferred content format for event marketing. I was surprised to see the results of that survey. Social media was the preferred content format for over 58% of the respondents. At the same time, 29% responded with video content. To my surprise, webinars and live events were the preferred content formats for only 12% of respondents. Interestingly, no one voted in favor of blogs or articles. This survey clearly shows the dominance of social media in event marketing.

When I dove deep into these results to understand, I found that social media can help you create buzz, attract attendees, and keep the excitement alive before, during, and after the event. Social media is an effective source of attraction and engagement for event marketers.

The constant advancements encourage more and more event professionals to make the most of social media. Event marketers are taking event engagement and excitement to the next level by teasing event details, sharing speaker highlights, and showcasing exclusive content while building anticipation.

With the help of dedicated hashtags, polls, countdowns, and contests, social media platforms have become the playground for event marketers. Adding to this excitement is the live streaming of key moments, posting behind-the-scenes footage, and encouraging attendees to share their experiences using event-specific hashtags.

Social media platforms are your gateway to building a community and amplifying your event’s reach. 🌍 Take advantage of the power of digital connections to make your event unforgettable!

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