When thinking about content marketing, “in-person events” doesn’t just jump out at you. However, an in-person event is a great way to get buzz and create awesome content. In fact, according to Content Marketing Institute, content marketers prefer in-person events and call it one of their most effective content marketing tactics.
In-person events should not replace online events or other content marketing tactics such as blog posts, article marketing, social media marketing, newsletters or anything else. In-person events are just another marketing tactic that is good to use for content marketing.
Build Stronger Relationships
When they say “build it and they will come” they didn’t mean a website. They meant relationships. When you build strong relationships with people, exciting things start happening. Taking online relationships to in-person offline relationships is the next step to take your business to a higher level through solidifying relationships in a new way.
Create Compelling Content
You can use offline events as a catalyst for new compelling content. Record the event; blog about the event; transcribe the event. Write a book about what you learned at the event. Challenge others to write, tweet, and talk about the event, both online and in person. The more buzz there is about the event – before, during and after – the better.
Increase Brand Awareness
Hardly anything can make your audience more aware of you than hosting and going to in-person events. By being willing to put yourself out there you become more than an avatar on a blog or social media site. You become a real, live person who is trustworthy, which makes your brand all the more special.
Increase Reputation as a Thought Leader
Hosting, speaking and attending offline events can boost your reputation as a thought leader and expert in your niche. The thought process goes like this: “If the people who went to the live event wanted to hear the person badly enough to pay for travel and the event, then this person must be special.” So, even among those who can’t go to live events, your reputation will be improved.
Meet Movers and Shakers
Offline events give you an even better medium to meet and hobnob with the movers and shakers within your industry and niche. Nothing is quite like shaking the hand of a blogger you’ve followed the last ten years, or meeting the person who helped you get started in your niche. What’s more, talking to someone face to face helps develop trust, and if you want to partner up with people you trust, nothing is quite like meeting them face to face first.
It’s clear that offline events offer additional content for your content marketing needs if you realize that you can repurpose each event. It’s another tactic in your marketing arsenal that you can use to increase the useful content that you already put on your online real estate. What’s more, it’s a tactic that is getting great results.