Originally published July 26, 2022 , updated on January 17, 2023

There is nothing quite like a live event to help brands engage with their customers in an authentic way. If you are an events company, you understand the importance of marketing. It not only results in more traction but also means the difference between success and a big flop on the day.

Great content writing for events is a crucial ingredient. It raises your company’s brand awareness and brings in more attendees. Preparing and incorporating different formats of content for your marketing is a surefire way to set your event management company up for success. 

Learn more about the top content types you should invest in from our resident event copy experts!

8 Must-Have Content Types for an Event Management Company

1. Social Media

Social media is an influential and powerful medium for content. Whether you are hosting a trade show or a business conference, social media is a necessary tool in your marketing kit. It is a medium that can be used before, during, and after the event. 

With catchy writing and attractive graphics, you can use social media posts to advertise your event leading up to it. During the function, you can share live updates, real-time photos, and relevant information to better engage attendees and inspire people who didn’t attend to be sure to buy tickets for your next event. Once the occasion is over, you can share highlights as video content and key takeaways to expand the presence of your brand.

2. Email Campaigns

An email campaign is a low-cost, high-reward way of marketing and engaging with attendees and potential clients. It allows you to reach a wide target audience with minimal effort. Emails also allow for greater personalisation. You can send customised emails to different sections of your audience, giving them the information most relevant to them. To ensure the maximum impact of your email campaign, you need a catchy subject line, professional design, and concise copy. 

Emails can be a vehicle to effectively market your event. You can advertise its unique features and ensure attendees have the right details. You can use emails to confirm ticket purchases. Also, you can share emails after the event to establish a more meaningful relationship with your customers and encourage them to attend other functions you host in future. Email campaigns are also great for sharing monthly newsletters with your clients to keep them updated on your company’s projects. 

3. Website Content

Attractive and informational website copy is integral too. Websites can be a helpful repository of all relevant information that a client or an attendee might need. An event-specific landing page can serve as a space where prospective attendees can purchase tickets, read up on the key offerings, or get directions to the venue. From your company’s mission and values to key statistics and details – your website is your space to shine. 

If you are using multiple formats of content writing for events to attract audiences, you might not be able to share a lot of information all at once. So, your promotional content can link back to the website to impart more information. On-page and off-page SEO on the website also helps your company show up higher in search engine page results. If someone is looking to find out more about your events, they get directed to the right resources. 

4. Brochures

Brochures are physical handouts that can help create a seamless transition from online to offline copy. While websites are usually open for a few seconds to minutes, and social posts only appear on a screen in between scrolls, a brochure remains. This is one format in which you can offer the right information succinctly and strategically, providing a physical reminder for your audience to retain. Pamphlets and brochures can also be a great tool for word-of-mouth marketing because they are easily redistributed.

Depending on the occasion, this can look like floor plans, schedules, different speakers, and so on. Through clever design and writing, it can also reemphasize your brand’s identity. 

5. Presentations

Often combined with speakers, presentations can be a great way to engage audiences. An effective business presentation can be quite creative too. With data visualisations, infographics, and video clips, presentations can be a fun and dynamic way to engage an audience while they’re in attendance at a seminar or professional function. 

6. Articles and Blog Posts 

Articles and blog posts give you the space for long-form copy. This allows you to provide more information on a variety of topics related to your company. It can also add value to an attendee’s experience by expanding on the information provided during the occasion. A consistent stream of blogs can be an effective and low-cost way to grow your brand outside of the event. 

7. Press Releases

Press release content writing is an effective way to get appropriate media coverage, both before and after a function. Crafting succinct press releases help journalists and publications share your information. The media coverage advertises your event and your company. Published news and magazine articles can be showcased on your website to attract new attendees or clients.  

8. Video Content

Video content is one of the fastest-growing content types in the events industry. Well-made, professional videos can move your target audience in a way plain text might not be able to. Videos are fit for promotional materials as well as for post-event marketing. 

For instance, a montage of different projects can show your breadth of work and encourage people to attend upcoming events or plan their functions with you. Highlights from the occasions can engage a wider audience, far beyond attendees. 

Quick Tips for Content Writing for Events

1. Showcase your brand identity

Use your content to highlight your brand identity. When using different formats, create consistent messaging. From social media captions to blogs to the overall narratives – each element should highlight your brand’s voice.

2. Mix and match content

Employ short-form content to attract your target audience and generate interest. Use long-form content such as website copy, blogs, and articles to present more complicated information. 

3. Use storytelling techniques 

Storytelling in content writing for events is a useful way of presenting information in a memorable way. You can illustrate your messaging more effectively when it is wrapped in a memorable narrative. This makes dry information such as facts or statistics much easier to remember.  

Looking for expert copywriters for your event management company? Let Goodman Lantern help you out! Save time and effort with our wide range of professional event planning content writing services. 

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