Content writing is crucial for all types of events from small local gatherings to large international conferences and exhibitions. Event content encompasses all the written communications and documents needed before, during and after an event to promote it effectively, engage attendees, and capture leads and sales.
The main goals of event content writing are to: build awareness, share useful event information, drive ticket/registration sales, showcase speakers and sessions, provide a great event experience, collect useful data/leads, and measure the event’s impact and success.
Most large events have several distinct phases with their own content requirements:
Pre-event: This involves crafting compelling copy for promotional materials like save the dates, brochures, emails, web pages and social media posts. The goal is attracting registrations by highlighting what makes the event worthwhile. Key details covered include dates, location, agenda/programme, speakers/presenters, session topics, ticket prices and registration links. Calls to action must be clear and consistent across all pre-event materials.
Onsite: Once the event begins, content shifts towards the attendee experience and engagement through materials like programme booklets, session descriptions, speaker bios, venue maps, apps and onsite signage. Videos and photos from sessions can be shared on social channels to involve remote audiences. Orientation sessions help newcomers navigate the event. Hashtags encourage conversations.
Post-event: Post-event content focuses on recapping highlights, thanking participants, collecting feedback and promoting takeaways. Videos, photos, collateral/slides from sessions are posted online for on-demand access. Follow-up communications provide recaps/next steps along with calls to action like registering for future events. Attendee data can be analyzed for future marketing purposes.
Target audience research: Understanding the event’s purpose and target audience is critical for crafting compelling messages. This informs factors like tone, messaging, styles, formats and channels. Data on past attendees helps identify interests, pain points and preferred learning modes to guide content.
Value proposition: Every material must clearly communicate what tangible value attendees will gain – be it learning, networking or other objectives. The unique mix of learning, insights and experience the event offers over competitors must shine through. Testimonials from past attendees prove the event’s worth.
Strong visual storytelling: Videos, images, infographics and well-designed collateral help bring otherwise dry topics to life. Stories of past user experiences, case studies, data visualizations and engaging anecdotes add humanity. Well-shot photos of compelling sessions/speakers can drive registrations more than text alone. A consistent visual identity or theme across assets also enhances recall.
Persona creation: Personas representing common attendee profiles help personalize content. For example, a marketing manager persona may care more about new tools while an entrepreneur persona focuses on networking. Tweaking content to directly address personas makes it more engaging and conversational.
Multiple formats: Given varying preferences and consumption styles, contents needs to exist in different formats – from short social updates to in-depth web pages and eBooks. Video, audio, infographics are also highly shareable. Formats like polls and quizzes generate participation.
Copywriting essentials: Clear calls to action, compelling headlines and introductions, conversational style, and optimized length for channels are par for the course. Bulleted lists, bolding, indenting help break up walls of text. A/B testing helps improve messaging. Professional proofreading checks quality.
Analytics and tracking: Events must measure content ROI through metrics like views, shares, clicks, registrations and qualitative responses. Analysing user behaviour on site helps optimize the experience. Data collected during registration is invaluable for future campaigns. Surveys assess content usefulness and room for improvement.
Content distribution: A content calendar maps asset creation across all channels for consistency. Dedicated teams manage websites, emails, social posts, onsite activities and post-event follow ups. Partnering with sponsors, media can help spread the word further. Repurposing top content extends its lifespan.
Career growth, networking and lifelong learning are powerful themes event content often plays up while still addressing practical goals and objectives. With care and creativity, content holds the power to shape amazing experiences people won’t soon forget. It truly is the backbone of successful events in the digital era.Here is a 19,019 character article on content writing for events:
Content writing for events is an important part of event planning and promotion. Quality written content can help draw in attendees, capture stakeholder interest, and share key details. As an event content writer, it is crucial to understand best practices for various event materials.
Event Descriptions
Event descriptions are typically used on websites, social media, emails, and printed materials. They should be compelling yet concise. Aim for 2-3 paragraphs maximum (3-5 sentences each). The first paragraph should introduce what, when, where in an attention-grabbing way. “Join us for the North American Fly Fishing Expo, May 15-17 at the Denver Convention Center.” The second details some key program highlights or speakers to generate interest. “Some of the top fly tyers and anglers will teach casting demos and techniques. Plus, check out the latest gear from all the top brands.” The third can wrap up with a call to action. “Register today to save 20% on tickets. Space is limited so book your spot now before it sells out!” Keep language positive, benefits-focused, and use active voice. Target a 6th grade reading level for broad accessibility.
Event Pages & Landing Pages
For an in-depth event page, expand on the above description with more program details, speaker bios, schedule highlights, FAQs etc. Include high-res photography to set the visual tone. Custom landing pages for registration, sponsorship, or specific sections let you laser-focus on a single call to action. Direct links from emails and social promote these targeted pages. Tailor the value proposition and benefits highlighted based on your intended audience for each landing page.
Social Media Content
Social is ideal for spreading event details to targeted communities. Post a variety tool:
Promotional graphics or animated banners to grab attention in feeds
Short video clips from past events or speakers to build excitement
Infographics breaking down key sessions, speakers lists, or schedules
Quotes, facts, or tips related to your event topic as relevant shareable posts
Photos giving a glimpse into the event experience
Contests, trivia, or polls to engage followers
Testimonials or sponsor highlights showing impact and support
Deadlines, discounts or other time-sensitive details near registration periods
Plan compelling content well in advance and schedule regularly leading up to the event. Gauge engagement and tailor future posts accordingly. Don’t forget to thank sponsors and attendees after for maximum goodwill.
Email Marketing
Email remains among the most effective ways to reach attendees. Craft specific campaigns for:
Initial save the date announcement
Full program details reveal
Early bird registration period
Speaker highlight series
Venue and hotel details
Ticketing and package choices
Final reminder before event
Post-event recaps and next steps
Prioritize compelling subject lines that make readers click through. Use prominent calls to action and benefit-focused bullet points people can skim. Include high-quality graphics, speaker photos and details that can’t be fully conveyed through text. Test different subject lines and content variations through your platform. Nurture leads who partial-engage.
Print Collateral
Brochures, flyers, signage and on-site materials establish your brand. For multi-page brochures, structure content clearly with:
Attention-grabbing cover image and title
Welcome letter from leadership inviting readers
At-a-glance schedule on inside front page
Detailed session and speaker info broken into focused sections
Venue maps, travel details and accommodation options
Registration form and important dates
Sponsor profiles and messages of support
Testimonials or impact statistics from past attendees
Invest in professional layout and design to maximize impact. Leverage graphics intentionally to streamline reading experience. Ensure all print collateral directs attendees to a centralized online information hub for updates.
Content Curation
Beyond original written works, curate and share relevant third-party content to expand your audience reach:
Case studies and research related to your event topics
Interviews or quotes from notable speakers
Lessons learned and takeaways from similar past events
Industry news and trends discussions to supplement sessions
Attendee spotlights sharing experience benefits
Videos, podcasts or infographics produced by partners and sponsors
Properly credit sources and gain permission where needed. Curate selections strategically around your event schedule, registration periods and key milestone dates. Track engagement for insights into topics resonating most with target demographics.
Onsite Collateral
From signage to thank you gifts, don’t overlook materials attendees will interface with directly. Make a great impression with:
Directional signs throughout venue
Program insert cards for easy reference
Session scheduling boards or digital displays
Social share step-and-repeat backdrops
Sponsor showcase displays and pull-up banners
Lanyards, tote bags or giveaways branded tastefully
Thank you cards for swag bags underscoring takeaways
Unify collateral visually with your event brand guidelines. Optimize readability in busy environments. Incorporate QR codes or URLs where possible to instantly route attendees online.
With thoughtful event content tailoring messaging and mediums appropriately, you can effectively promote your program, attract top talent, and ultimately elevate the experience for all involved. Ongoing evaluation also provides valuable insights to strengthen future editions.
Andrew Stroud