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The success of an event doesn’t start the moment the doors open. It starts much earlier, in every post, email, article or video that is shared in the days (or weeks) leading up to the event. This is where content marketing becomes the organiser’s best ally: a key tool to educate, excite and convince potential attendees.
Far from being an exclusive resource for ecommerce or corporate blogs, content marketing applied to the context of events has enormous potential to attract audiences, position the subject matter and increase registrations. In this article we tell you how to take advantage of it, with real examples, useful references, and statistics that can help you optimise your pre-event strategy.
Why invest in content marketing before the event?
Educate: Position the event’s theme in your audience’s mind
Many attendees need to understand the value of your event before they decide to register. Content marketing allows you to explain key concepts, industry trends or issues that will be addressed in the programme.
Example: If you organise a conference on corporate sustainability, you can publish articles such as “How Large European Companies Are Reducing Their Carbon Footprint” or “Five Keys to ESG Reporting by 2025”.
In addition, this approach improves SEO and builds your authority on the topic.
External recommendation: The Content Marketing Institute reports that 70% of consumers prefer to learn about a brand through educational content rather than direct advertising.
Excite: Build anticipation and FOMO
Once the audience understands the value of the event, you need to generate excitement. This is where emotional and visual content marketing come in.
Example: Social media clips with speakers’ statements, short behind-the-scenes videos, stories about preparations, or quick interviews with attendees from previous years may help.
According to a Wyzowl study, 89% of marketers say ‘video’ delivers a positive ROI when used to drive engagement before an event.
Convince: Overcome objections and encourage sign-ups
Some potential attendees just need a final nudge. Content marketing can work to address common doubts:
- Is it worth the price?
- Will I learn anything useful?
- Will there be quality networking?
Example: Publish a blog post with testimonials from previous editions, an infographic with satisfaction data or a LinkedIn carousel delving into the “Five reasons why you can’t miss this edition”.
Proven pre-event content marketing strategies
Plan your content calendar in advance
A common mistake is to start too late. Ideally, your content plan should begin 2–3 months before the event and continue right up to the big day. Include a variety of content types:
- Thematic blog posts
- Targeted newsletters
- Organic and paid social media content
- Webinars or live interviews
- Content co-created with sponsors or keynote speakers
Recommended tool: Google Trends allows you to identify the most searched terms in your sector to align your topics with public interest.
Segment your content according to the type of attendee
Generic content is rarely convincing. Use content marketing to speak directly to each segment: managers, young professionals, sponsors, etc.
Practical example:
- For CEOs: “The ROI of Attending This Year’s Conference”
For Young Professionals: Speaker reels featuring youth leaders and mentoring opportunities
Use data and graphics to reinforce your value proposition.
An undervalued resource in content marketing is the use of visual statistics. Well-communicated figures help build credibility and facilitate decision-making.
Data that you can turn into graphs for networks or emails:
- Percentage of satisfied attendees from past editions (e.g. “94% would recommend the event”)
- Average number of contacts generated per attendee
- Geographical or sectoral distribution of the target audience
- Increased web traffic during the pre-event campaign
What kind of content works best?
There is no single formula, but these are the best performing formats for pre-event campaigns:
Format | Main objective | Recommended channel |
Blog articles | Educate | Website, Newsletter |
Short videos (reels) | Inspire / Build Hype | Instagram, TikTok, YouTube Shorts |
| Infographics | Explain / Compare | LinkedIn, Website, Email |
| Testimonials | Social Proof | Website, Social Media |
Downloadable checklists | Provide Practical Value | Landing Pages, Email Campaigns |
Remember that content marketing is not just about publishing, but about generating value. Each piece of content should serve a purpose: to inform, to excite or to drive action.
Conclusion
Content marketing is one of the most effective pillars to ensure the success of any event. It allows you to position yourself ahead of the competition, build anticipation and grow a community before the event even begins.
Don’t leave your event promotion to chance. Create a strong, intentional content strategy that informs, excites, and drives real action.
Your audience—and your event—will thank you.
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