Have you ever heard the phrase “content is king” and wondered why? What can content and content marketing do for your event business?

In a nutshell, content is anything that sends a message. Most often, content refers to blog posts, but it can also include emails, social media posts, and website content.

Content marketing, in basic terms, is using content to market a product. It attracts and retains customers with the appeal of valuable, relevant content. This content is marketed to customers through social media, email marketing, and search engines like Google.

Instead of directly selling to customers like traditional marketing (think advertisements and TV commercials), content marketing shows customers a business knows their stuff. If a business delivers informative, valuable content, customers are more likely to believe what the business is selling is worth buying.

When looking at a new marketing strategy, every business wants to know the return on investment (ROI). Here are five reasons why content marketing is worth the investment, and what specifically event businesses can get in return:

#1. Cost-Effective

Content marketing is much cheaper than traditional forms of marketing. It costs 62% less and generates 3 times as many leads (potential sales contacts), so event businesses can get more bang for their buck. Sounds great, right?

#2. Increases Brand Awareness

Every business, even an event business, has a brand. The brand isn’t just the name of the event or company. It’s the perception consumers have of your events.

Getting people aware of your brand is an important piece of any business. Lucky for you, content marketing is perfect for building awareness. Sharing stories through content is the way to go when trying to generate interest and acquire new customers.

When people find something interesting, entertaining, or just downright useful, they often share it with others through social media, where one post has the potential to reach many. Sharing content is huge; 27 million pieces of content are shared every day. This reach greatly increases the number of potential event attendees.

#3. Builds Brand Loyalty

Maintaining positive interactions with your event brand after you’ve acquired customers is another piece of any successful event business. Running a successful event business is not just about reaching first-time attendees; it’s also about retaining attendees.

Content marketing, especially through social media, is used to build a community. It helps drive positive brand attributes that increase customer loyalty. In fact, 60% of consumers feel positively about a company after reading that company’s content. The same percentage of consumers are willing to recommend a brand they follow on social media. This means it can help keep current event attendees on board for future events and business endeavors, as well as increasing word-of-mouth interest.

#4. Inspires Action

Content marketing can be incredibly good at encouraging people to sign up for events. When thinking about a purchase such as an event registration, many consumers do online research. This means looking at content from the event business such as blog posts and social media pages.

Good, valuable content increases brand credibility and makes consumers more confident in their decision to make a purchase. It increases interest in the brand and time spent on an event website. Together, these content marketing benefits help turn leads into sales. In fact, 61% of consumers say they’re more likely to buy from a business that invests in custom content.

#5. Has Lasting Results

The magic of content marketing is that it produces lasting results that increase the ROI of content. Once an event business pays for a piece of content, for example, a blog post, that content is available for as long as a business chooses to keep it up. This can be compared to a typical paid advertisement, where the boost in leads typically dwindles over time.

A Final Word on Investing in Content Marketing

While you can’t expect instant popularity from every piece of content, content marketing, when done right, produces tremendous results that can skyrocket the growth of event businesses.

An important tip is to plan ahead when creating a content marketing strategy. It’s not enough to simply create a few pieces of content. The content should appeal to the target audience of an event business and show the business cares about informing this audience. Invest in valuable content over a long period of time to truly produce results.

If you have an event business, chances are it can benefit from content marketing. Content marketing can help increase attendee numbers and repeat attendees. See for yourself what it can do for your event business!