Part 1 of the Conference Content Marketing Series explained how your existing conference content provides a head start when it comes to promoting your event online. Using actual event content gives potential attendees a glimpse of the kind of material at your conference. This allows attendees the opportunity to see for themselves why yours is a “can’t miss” event.
The rest of this series will focus on actionable steps you can take to turn your existing content into a marketing asset–one that will increase the awareness of your event.
Speaking with Images
The web is becoming an increasingly visual medium. Adding visual elements to your posts is one of the most effective ways you can increase the impact of your messaging. In fact, adding images to your posts will raise engagement 650% over posting with just text alone.
Here are three conference-specific scenarios where visuals would be an effective way to promote your event. For each scenario, there is an example of an online tool that is well suited for creating attention-grabbing artwork with minimal effort.
Scenario #1 – Promote a session by a prominent speaker
The speakers at your conference are a major factor in drawing in attendees each year. So it should be no surprise that speakers make for effective marketing pieces.
Imagine you’ve just finished your speaker selection process and are ready to announce the keynote speaker. You could certainly type out a post online listing their name and the topic they will be discussing (Borrrrrr-ingggg!). A much more engaging approach is to present the same information with a visual design to it.
The Tool #1 – Pikiz
Pikiz is an image creator that is perfect for creating simple images that include text. Upload your own background image or choose from the images they have available. Then, double-click on the text box to add a customized message. Another great feature is that each social network has its own preset. This makes it super simple to post great-looking images to your favorite site.
Scenario #2 – Present research findings as an infographic
A presentation from last year’s conference coincides with some hot new research that is making the rounds. You know this is a great opportunity to join the conversation and promote your event. Since the presentation is available on your digital publishing platform, it’s ready for people to see. But how do you make sure your post stands out from the crowd of others? Use the findings from the presentation and display it as an infographic!
The Tool #2 – Infogr.am
Creating an infographic is a simple three-step process with infogr.am. Choose a design template, enter your data into their spreadsheet viewer and click share. That’s it! The program will create a shareable link to the social media site of your choice. You can also upload your own images or choose different fonts if you want a more customized design.
Scenario #3 – Call for award nominations using your own branded graphic
Part of your annual pre-event strategy is to ask for award nominations. You could do what you’ve always done: copy and paste the same text on the same social media networks and get the same results. Or, you can take it to the next level by creating a completely custom design (no designer needed)!
Tool #3 – Canva
Canva is like working with a design pro that has dozens of designs ready for you to choose from (but doesn’t charge by the hour). Once you log in to Canva, you’ll see dozens of customizable templates sorted by format. Whether you are looking to create an image for social media, your blog or a poster, Canva has a file ready for you to start designing with. It’s also flexible enough to work with your existing elements. Just add your association logo, a picture of the award and your text asking for nominations. You then have the option to share online or download.
Catch Their Eye
A well-designed image is critical in catching the attention of busy professionals, so having a visual presence online these days is essential. Presenting your existing content visually is a great way to keep your event in front of the attendees you want to attract.
Thankfully, the web is full of fast and intuitive ways to create custom graphics. With little effort, you can create designs that convey your message in an interesting and engaging way, and most importantly, in a way your audience enjoys seeing.
What are some other ways that you have re-purposed your existing conference content to create visual elements? Have you seen an increase in engagement as you moved away from text-only posts? If you have any examples of conference social media graphics you’ve created, post them below. We’d love to see them!
Interested in learning more about promoting an event with your existing conference materials?
Check out the other entries in our Conference Content Marketing series for more ideas:
Part 1: The Event Planner’s Advantage