Next week I’ll join my counterparts from around the world in Berlin to talk about live event experiences. It’s an annual gathering where we can share ideas, successes, and challenges, and learn to better understand each other’s businesses. For many, creating pre-event content to build excitement (and maybe a bit of FOMO [fear of missing out]) for our events is a hot topic.
Regardless of your industry or region of the world, pre-event content is an important element for delivering on an amazing event experience.
While marketing campaigns are often centered on content, event marketers often think about content too late. That’s precisely what UBM found in its Content Connectsresearch among technology brands. Laura Forer of MarketingProfs, UBM’s research collaborator, notes that pre-event content shouldn’t be an afterthought: “Ninety-six percent of attendees look for information prior to attending an event, and 90% continue that search post-event. Effective content before, during, and after an …