Content Marketing Trends in the Event Industry for 2024

Events industry content focus in 2024

In the next installment of our survey results on event content, we delve into where #eventprofs are directing their content efforts in 2024, providing insights into the future direction of the industry.

Content Marketing

For the purpose of this blog, we refer to content as the information (content) that is shared through various mediums such as blogs, social media, videos and webinars as opposed to sessions at events.

With the increasing competition for eyes and ears in the events industry, event professionals are constantly seeking innovative ways to reach their target audience. As a result, content marketing has emerged as a powerful tool for event promotion and brand building.

In 2024, we can expect to see a continued focus on content marketing in the events industry, with event professionals investing more time and resources into creating high-quality, engaging content that resonates with their target audience.

Based on our survey, here's what the event professionals surveyed said of their focus in 2024.

LinkedIn as a primary platform

LinkedIn continues to be a go-to platform for respondents in the survey. As a professional networking site, it provides an ideal space for businesses to connect, share insights, and generate leads. The fact that it is free, user-friendly, and easy to create and consume content has made it a favorite amongst event professionals - though some were getting frustrated by the algorithm's and personal content, "not suited to work" regularly being shared today.

Understanding it's algorithms, and virtual offering, LinkedIn is a valuable tool to establish and build connections within your respective industries.

LinkedIn virtual events

Despite what some say, virtual events or webinars continue to fill our feeds, and LinkedIn continues to drive this shift in the B2B sector for survey respondents.

From interviews to webinars, LinkedIn virtual events offer a convenient and effective way to connect with audiences. What's more, content from these events can be repurposed in various ways, such as in newsletters, further extending their reach and impact... read more on repurposing your content here!

The rise of video content

The adage 'a picture is worth a thousand words' seems to be evolving into 'a video is worth a million'.

There's a growing focus on video content, with many event organisers and event suppliers starting build YouTube channels and planning for more video content in 2024.

Data supports this shift, showing that video content generally performs better in terms of engagement and conversions. With its ability to convey information in an engaging and digestible manner, video content is set to rule the roost in the events industry.

Learning new platforms: TikTok

In the digital age, learning and adapting to new platforms is crucial. One such platform that has caught the attention of event professionals is TikTok. With its short, engaging videos and massive user base, particularly among younger demographics, TikTok presents a unique opportunity for event professionals to reach new audiences and tap into current trends - it will be interesting to see how event content evolves using this platform in 2024.

Blogs and case studies

Despite the rise of new content formats, traditional forms like blogs and case studies continue to hold their ground, particularly case studies, as they provide tangible evidence of success.

They offer a great way to delve deeper into topics, share insights, and showcase success stories. Interestingly, one great live event can produce enough content for a year, providing a steady stream of material for blogs and case studies. If you want to find out how - get in touch!

An emphasis on digestible content

As attention spans shrink (so society would have you believe...), there's a growing need for more digestible content. 'Shorts', or short-form videos, are gaining popularity for their ability to convey information quickly and engagingly. They're easy to consume, shareable, and perfect for the 'scrolling' culture of today's digital consumers. HOWEVER, people still watch documentaries. They still listen to long podcasts. They still read! So utilising digestible content should not come at the cost of long-form content, but rather as a supplement to it.

In 2024, we can expect event professionals to focus on creating bite-sized content that captures the attention of their audience and drives engagement.

Multi-channel approach

Finally, a multi-channel approach that includes everything: articles, social media, video, email, and webinars is being adopted widely. This approach allows businesses to reach their audience wherever they are and through whatever medium they prefer. It also provides multiple touchpoints, increasing the chances of engagement and conversion.

There you have it. Some of it is pretty obvious I'm sure you'll agree, but there are some interesting shifts in the type of content and platforms that event professionals will be focusing on in 2024 and what I'm looking forward to most, is going back to those that said they were making a shift in content this year, to see what worked (or didn't) at the end of the year!.

It's safe to say that a combination of traditional and innovative approaches will continue to be a key focus for successful content marketing in the events industry.

What about you? What are you focusing on in 2024 with your content? Let us know.

#wavesconnects #eventprofs #events