Do you know just how influential an event can be for lead generation? When leads are generated at events, they can be nurtured further if you start curating the event content like a professional. Think of this as a kind of re-cap of what happened at the event. Approximately 83% of B2B marketers use content marketing for lead generation. Furthermore, content marketing generates approximately three times as many leads as traditional marketing does for every dollar spent. A strategic way of sparking interest, event content can be leveraged and transformed into a powerful marketing strategy, if you know what you’re doing that is.

Content is King, right?

As a matter of fact, it really is. Companies that lack a well-defined content marketing strategy in today’s day and age are setting themselves up for failure. Extremely important for the success of any website, content marketing is relied on by 93 percent of B2B marketers utilize content marketing as a way of dominating the search engines, informing their readers, and establishing an identity for their corporation. An effective content marketing strategy should merge numerous avenues of content curation, with event content being one of the main avenues.

Event Content Creates Opportunities

Company successes should always be highlighted and if you take it upon yourself to leverage event content, you can show your target audience what your business has the potential to do. Business activity can be promoted when you create and repurpose event content, whether you do it in the form of articles, blogs, short Instagram videos, promotional Facebook videos, or event highlight videos.

Whichever format appeals to you the most, you can benefit from leveraging event content by using it as a promotional tool. Furthermore, you can reach a larger audience and build event longevity. Think about it, the longer your event is being talked about, the more people can learn about it and your business, which will translate to increased revenue and industry authority.

Implementing an Event Content Strategy for Sales Leads

Why would you want to stop talking about an event if it turned out to be very successful? Every event will act as a learning curve and by showing people what you can do as a business, you can expect to generate more leads at the sales booth, not to mention afterwards. Valuable data can be gathered at events and by focusing on the following stages of planning, you can anticipate a higher return on investment (ROI):

  • Before the Event – Use the time leading up to your event wisely. Start by prioritizing your goals and setting a budget for the event, which should start building a buzz at this stage with social media marketing. In addition to generating interest with a pre-event campaign, develop a registration process that will teach you more about your audience. Gather key data from the registration process to reach customers on a personal level.
  • During the Event – There are plenty of things you can do during the event for lead generation, such as creating live and hands-on experiences, and using mobile applications (polls, surveys, quiz, etc.) to collect valuable information from every single person who attends. Another good idea is to arrange seating in specific segments, based on audience interests, age, and other indicators that you gained during the registration stage.
  • After the Event – Let your audience know that you are a thought leader by using event content to create blog posts, white papers, infographics and other useful pieces of content.

In addition to the above lead generation tactics, you can increase the chances of producing valuable leads if you make the effort to connect with people before the event by inviting them to fill out a personality assessment. By building profiles for prospective customers, swaying their buying decisions will be easier and your customer retention strategy will improve.