If you’re an event planner reading this, perhaps you already realize that blogging can be an incredibly useful tool for communicating to your target audience. You might think that blogging is best left to other websites or businesses. But I’m going to try to convince you that, that is not the case. In fact, your upcoming conference or event could benefit from adding a blog to your event website.
Today, it’s quite easy to start blogging, you can use a platform like Tumblr, Wordpress, or Blogger as a host of the blog, and create a sub-domain like Blog.EventName.com to connect the blog to your main event website. Then just add a link in your event website main menu or footer to direct visitors to that part of your website.
Don’t be intimidated about having to publish content frequently, posting great content occasionally beats posting mediocre or unhelpful content on a regular basis. So, without further ado here are the top five reasons to start an event blog!
1. Connect To Attendees: It can be difficult creating a felt connection between an event and attendees before the event happens. Though you can create communities, various networks and send email blasts, it’s nice to have informative and important content all in one searchable place. If done well, an event blog can set the mood for attendees, it can alter their expectations by creating informative primer articles for them to read. An event blog is also a great platform to make key announcements.
Not only does a blog provide event organizers with a forum where they can set attendee expectations, create buzz, and better reach attendees. It also provides attendees with another medium to talk to one another. The comments section of your blog can quickly become a place for attendees to exchange event related ideas, and begin to know one another better before the event.
2. Improve Social Media Reach: Content marketing involves creating amazing content, which you’ll publish to your blog. Once published, you can promote it on social media channels. If you don’t have any content to promote, then you have a lot less to say on social media. After all, how many times can you remind your followers to register for your event? Those sort of badgering Tweets aren’t nearly as effective as ones that share information.
Create informative and interesting content for your blog and then share it proudly on your social media platforms. When your followers re-share your content, you’ll grow your social media reach, plus you’ll be keeping your event in the minds of potential attendees. Moreover, you’ll be driving highly qualified traffic to your event website, so once readers have finished consumer content, they will be more compelled to register for your event.
3. Showcase Speakers: Your event blog is a great place to showcase speakers. You may choose to conduct an interview via email and publish the speaker’s answers. Alternatively, you can shoot a video, publish it on your blog and write a brief blurb about it.
Either way, your speakers will appreciate the extra exposure, your attendees will be excited about getting a glimpse at what they’ll learn at your event, and you will have great content to market on social media and in email newsletters.
4. Continue The Conversation: Just because your event has concluded doesn’t mean you can’t remain engaged with attendees. A blog is a fantastic way to continue the conversation by consistently posting helpful and educational information related to the topic of your event.
Each year, Street Fight hosts a series of conferences that discuss marketing trends and marketing for local businesses. However, they don’t let the conversation end when attendees leave their events. Street Fight also runs a widely read blog that provides continuous value to attendees and potential attendees.
Take your event, or event series, to the next level by building a blog that attendees will visit, even after your event has concluded.
5. Boost SEO Performance: A while ago, we published a white paper for event organizers on how to improve SEO ranking for event websites. Click here to download it!
A great way to rank well for keywords relevant to your event that will show up in search results when potential attendees are researching what events to attend, is to have a great blog.
Simply by writing about issues related to the industry your event is related to will help your entire website to rank better. This will help to attract more qualified visitors to your event website, and will also help you to sell more tickets.
Don’t be intimidated about creating a blog for your event, remember that you should only publish content that is relevant and helpful. You don't have to become a content producing machine in order to run a successful event blog. Blogging well will add value to attendees, help to better feature speakers, and improve your event website’s SEO performance. So what are you waiting for, get writing!