Number 1: Follow the 3Cs of Content.
This one is is easy to agree with but hard to accomplish. That is because anyone who can write today can go find a list to follow or regurgitate someone else's stuff. At the bottom line quality content should be relevant, useful and ultimately differentiating for your brand. In other words, great content creates the "aha" moment. The key to creating quality content is to follow--in declining order--these 3Cs:
1) Created (original) content is best and should comprise at least 80% of your content bucket. This means you'll have to hire an agency or bring a write on staff if you want to get serious about it.
2) Curated content is a bit of a punt--but it is still useful if it is engaging. Make it about 15% of your bucket.
3) Commercial content is the stuff you can buy. You can also hire an "influencer" to guest blog for you for a week or two. This can be tricky, however, because this hired gun's traffic goes away once they stop blogging for you. In other words their fans do not always translate into fans that love your brand. In the worst cases they may even be followers that influencer has bought on fiverr (but that is becoming very rare in 2018.)
Here is a helpful link to creating more relevant content this year.
Number 2: Instagram.
If you think Instagram is just for posers and millenials, you are missing the biggest professional trend in social media. According to Entrepreneur, 800 million people use the platform everyday, and it is expected that number to rise in 2018.
The best event marketers work with Data Driven Enterprise Event (DEEP) platfoms (particularly at Auto Shows) that allow you to set up all kinds of instant sharing opportunities for attendees at shows along with metadata you can harvest to understand more about the likes and dislikes of your audience.
Number 3: 360 Degree Video. Get in on the ground floor.
This insight comes from Valoso, a digital marketing and video production company. The use of 360 media is expected to rise in 2018 and 2019 because it provides a unique bird's eye view of the action on the event floor. The trick to getting this cool footage is to have a partner that can post a 360 camera -- which looks more like a basketball made out of camera lenses. It's super cool to have this footage streaming in your booth--but make sure you hire someone who has already mastered this very tricky art.
Number 4: Influencer Marketing. Follow our List of 29.
Influencers have always been a useful channel for event marketing. Nielsen’s Global Trust in Advertising Survey says that two thirds of your online audience will pay more attention to experts in the field that recommend your brand over a purely outbound message that you deliver yourself. We urge caution however with overusing "influencers" as many of these people can overstate their influence and/or credibility.
A few months back we created a list of 29 influencers that can be considered trusted experts in event marketing. Following any of these will give you a good base network to begin an influencer campaign.
Now Go Beyond Our List. Download Our Latest Whitepaper on Events, Email and Beyond.