A topical event can be segregated into two broad categories – seasonal and occasional. An example of a seasonal event is a Christmas celebration in December each year. On the other hand, an example of an occasional event is World Cup Football held once every four years.
The definition is embedded in the term itself. Any content that markets a topical event with an aim to pull in more traffic through organic searches, constantly increasing the brand identity associated with the event is known as topic content. Content marketing of a topical event is a sub-field or branch of content marketing.
When you design strategies of content marketing for events, you have to keep in mind that the phenomenon is not a continuous process. Rather, it is a one-time occurrence in the long run. Hence, you have to create content with a deeper focus on the attributes of the event.
Topical content, if created maintaining all norms and complying with content marketing fundamentals, can sharply increase the volume of traffic on your platform. The result is more customers/followers of your brand. Also, there is a visible positive change in conversion rate.
Are you hunting for clear answers that why you should employ content marketing techniques to promote a topical event? There is no need to search anywhere as the precise explanations are given here. Read on.
Your focus should remain on providing as much information and as smartly as possible. But keep in mind to not clutter the platform with voluble content. The information should be objective in nature.
Your target audience should know about the date, location, timings, special offers, etc of the event with just a look at the poster, image, etc, which you post.
This is one of the commonest questions asked to digital marketers regarding promotional campaigns of an event. The short answer is – yes, it can be used. Besides implementing high-end image and video SEO methodologies, you can hire experts to write long-form content complying with SEO fundamentals on your website blog.
Moreover, relevant off-line SEO strategies should also be utilized in order to popularize the content across various platforms. Strong SEO means your content receives more organic traffic, consistently. You have to take care of choosing the perfect keywords for building the content.
You can’t think of any form of content marketing without involving various social media platforms. Social media is undoubtedly a sophisticated, user-friendly, effective, and seamless tool that can bring quick results for your brand, business, event, etc in a highly cost-effective manner.
The key here is to amalgamate, rather bring every social media platform under one centralized roof to apply the marketing solutions and monitor the performance. Creating a buzz on every platform and intensifying it manifold is the test of expertise in such cases. You should be absolutely clear about the things you want to convey, establish and sustain.
You can experiment by blending multiple forms of topical content to promote the event.
You can use these ideas in rendering an extra edge to the events. The first one is creating a podcast with one of the key participants or even a couple of participants of the event. The second idea is creating Instagram Reels with select images related to the event, in order to pique the interest of the target audience.
The prominent benefit you receive from content marketing of a topical event is obviously a big spike in sales volume. People get more involved in your brand / company / product / service / message.
In addition, there is more digital recognition, which automatically helps at the time of marketing for the next topical event.
The third benefit is of course keeping a firm control on marketing budget, as content marketing of this category is quite cost-effective.
Here is a bonus tip to add more value to your marketing strategies. Try to keep some souvenirs or takeaways from the previously organized event, creating more curiosity for the current target audience.