Whether you’re hoping to raise your profile online as an event professional, promote an event your planning or put together a digital campaign for your event company – great content should be at the heart of your digital marketing strategy.

Online tactics such as PPC campaigns, link building and pushing out post & pages through social media channels are pointless if the final destination doesn’t fulfil the user’s needs. Rather than solely focusing on getting eyes to your site, invest time creating great content and give users a reason to tell others about you, online and offline.

5 examples of great content that could work for you

(BTW, some of the examples are from outside the events industry and that’s because this blog is about inspiring readers rather than reporting on our industry and should be interpreted for your events & business. Plus, other industries are just better at some things than us.)

1# video content like Dollar Shave Club

The shaving market is pretty saturated with a couple of major players offering hundreds of options from high tech razors to basic. Their products dominate shelves in high street shops and are promoted by big budget, celebrity-endorsed adverts. So how does a startup compete in a competitive industry like this? Dollar Shave Club created a video to tell people about their product and the results prove that through great content competing is possible!

This video cost $4500 to make and on day one they received over 5000 orders. By day three they received 12’000 and everybody was talking about them and sharing with friends. Check out the amount of social shares:

Dollar Shave club shares

Creating this hilarious video was not only brave, smart with a dash of madness, but certainly paid off in terms of sales. The cost of the video is so tiny in comparison to the amount competitors are spending and this video’s success proves that well thought out video content works.

2# useful/actionable content like eventjuice

I love to experiment, and over the last few years I’ve used this blog as a playground to test online ideas. I’ve deviated so many times with the point of eventjuice, however, I always end up, back where I started – writing useful/actionable posts on events. No matter what else I’ve produced or features I’ve created, the posts written to help others have been significantly more popular than anything else I’ve tried.

This section ‘building a career in the event industry‘ was not only popular when published, but attracts a large amount of daily visitors and I regularly receive emails about it.

3# newsworthy content like wish.co.uk

It was reported in the papers that people were paying £250’000 to visit Number 10 and meet the Prime Minister. So cheeky experience day startup, wish.co.uk, published an experience on their site offering exactly that.

This product page got passed around the web and even shared by twitter heavyweight Stephen Fry, who has over four million followers. Funny, relevant content was the reason Stephen Fry and others shared this page and exposed thousands to their brand.

4# Make content your USP like Oyster.com

A massive pitfall of the hotel industry is unrealistic stunning photos and bias reviews from customers that either had an amazing experience or dreadful one. So exciting startup Oyster.com entered the market with a different approach to competitors. Oyster sends journalists to take real photos of the venues and write accurate descriptions.

Oyster is a small company in the States, but the fact that I, who lives in London, am writing about them now shows that their honest approach to content is working.

5# Share your data like OKcupid

Many believe that keeping the data they’ve collected over the years close to their chest is vital. However online data website OKcupid does the opposite. They don’t blog often, but when they do Okcupid’s data ends up all over the net. They use their data to present entertaining facts and their readers love it, religiously returning when a new article is published.
OKcupid data charts
Online dating isn’t seen as cool and participates typically keep this to themselves. However OKcupid’s blog proves that great content can trump potential embarrassment and is good enough to make visitors act differently.

Just to summarise – great content matters and it’s down to great content that the examples above have been successful. The next post on digital marketing for events will be a 10 step plan to creating great content for your event or company.


Michael Chidzey is the chief juicer of eventjuice and runs Event Organiser, an event company based in London, UK. He also founded the digital marketing agency Good Signals, blogs on several websites and is a visiting lecturer in events management at London Metropolitan University.Follow Michael on Twitter @michaelchidzey
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