4 Steps to Content Strategy that Engages Year-Round
One of the biggest headaches of event planners and brands around the world is creating a content strategy for engagement. More and more, successful events require a year-round content marketing plan that engages readers and keeps people focused on the brand, even when a large conference is not imminent. But developing content and keeping people engaged is incredibly difficult and time-consuming. As someone who has struggled with this concept a lot in the last few years, I wanted to share a few lessons I’ve learned that might be helpful to you as well.
Content is king
First of all, it’s important to acknowledge that high-quality content is the most important way to keep your followers engaged between events. Producing lots of content is always a good way to increase the number of reads and visits to your website, but it is not the most important thing. If the content isn’t good in the first place, your readers will not come back and you will always be playing a game of reader acquisition. Instead, make sure that any content you publish is incredibly meaningful to your readers. It’s better to produce less content that is higher quality than vice versa.
One way to ramp up the quantity of your posts without sacrificing quality is create a series of articles on related topics. Think about what posts that you could do over and over again—adding fresh content, but keeping the format the same. I find that interviews work great for creating a series. Perhaps interview a new person in your community every week. You simply email them the questions, and post it once they return their responses. It allows you to up your engagement and post content more regularly, without you necessarily needing to write original content.
Text is, of course, one of the most common ways of publishing blog content, but it’s important to also think about other formats. I’ve recently been using a brand-new platform called Anchor to post audio messages and a video platform called Blab to post videos. By regularly integrating these formats, you can create more content for your blog while mixing up how your users receive that content. Perhaps a reader commutes frequently and can listen to audio much better than they can sit down and read blogs. By providing different types of content, you can reach different people in different ways.
Finally, it’s important to think about your amplification plan. Writing a blog is great, but if no one reads it, it isn’t that successful. Think about content on a broad scale. One blog post could feed into a Facebook post, a few tweets, an Instagram post and even something on LinkedIn. By using a single piece of content to drive new shares on different platforms, you can really amplify the work of a single post.
Whichever of these techniques you use, take your time and create a content strategy that will stand the test of time. It’s important to start small and be consistent, then to grow the quantity and quality over time. Engaging your audience year-round is certainly a full-time job, but for most organizations who don’t have the resources to hire someone full-time, it should at least be a regular part of your team’s work so that you can sustain a content plan that will drive to get to your next event and engagement throughout the year.