And this degree of difference held true once we held the events — the winning event concept in a single market showed about a 25% conversion rate; the same event in a non-winning market (our control) showed about a 13% conversion rate. And the reason is fairly intuitive — the “best” content isn’t a zero-sum game. It’s all about context. 2. Event Marketing is a Component of Content Marketing You might be thinking, “Okay, I’ll consider an event for my next push, but I’m already stressed! .
When you think about filling a two-hour slot and making it engaging Buy TG Database and fun, it can seem a little daunting. But event content is easy if you already have a content strategy — just follow the learnings from your most engaging digital content and create a meetup, a demo, or a full-blown conference that features similar content. You’ve know your audience and what resonates with them, so this part’s a no-brainer. One of our clients is a national health and beauty company with an enormous digital audience and they came to us to figure out how to transfer that traction offline. We didn’t have to look far.
We analyzed their top YouTube video tutorials and came up with low-cost, in-store events that covered the same concepts in the videos, booked experts who could speak to those topics in more detail (and answer the questions that came up in the comments thread) and targeted only the top sharers with special invitations. The result? An event that fans recognized, identified with, and that placed them within arm’s reach of their favorite products. Do you have an editorial calendar and an archive of content that has already resonated with consumers? Great, that’s your next event.