How To Develop Valuable Content to Drive Revenue to Your Next Event

Samantha Gilmore

 

Let’s be honest. Developing valuable content is the most important part of your event, period. And the truth is— creating foolproof, valuable content for your audience isn’t a walk in the park. 

So what is valuable content anyways? Honest, valuable content helps you build trust with your audience. Start by connecting with your audience through shared experience or associating a friendly face with content your audience may have interacted with in the past.

Ready? Let’s jump in.

3 ways to create valuable content for your audience

1 Pre-test different content 

When in doubt, test it out. If you’re unsure what content to base your event or webinar around and you’ve got time, pre-test your content to find the winner-winner chicken dinner.

Create content on each topic you’re considering and then deploy it on social media using a three-tiered testing approach based on engagement. Psst—want to know how to test out your event content? Download our How To Drive Revenue Through Events Guide below.

2 Take a deep dive into your content

Take a deep dive into your content old and new and gather your top blog posts, ebooks, social posts, infographics, and videos, to see what performed above and beyond. Then, take the topic and expand on it for your event, and boom, you have a head start! 

If you have old content that performed really well and you want to make sure it’s still valuable today, you can always run it back through the 3 tiered test mentioned above in the guide. Yes, it’s really that simple—sometimes you don’t have to reinvent the wheel to put a great event together.

3 Reverse engineer high performing content 

Gathering intel allows you to either reverse engineer the successful social media or blog content from an account in your own industry or take cues from a highly successful content marketing strategy outside of your vertical. Either way, the methodology for distilling, breaking down, building up, and recycling that content is the same: 

  • Look at posts on social media that received a lot of engagement

  • Analyze top posts and distill their format

  • Pick out top topics and match them with top formats

  • Use those topics and formats to help guide your content

  • When in doubt, test it out 

Wrap Up

Welp friends—that’s all I’ve got for you today on the content front. Download our guide for a better look at how to manage your content before, during, and post-event. And don’t forget to look out for our next blog coming in hot that helps walk you through how to measure ROI for your event.

Hungry for more? Download our guide below to learn how to:

  • Set goals and expectations surrounding your event

  • Develop & manage content before, during, and after your event

  • Create an ‘always-on’ event strategy