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Reallocate Your In-Person Event Budget to Content Marketing

Canceled Events That Can't Go Virtual? Reallocate That Budget to Content Marketing [INFOGRAPHIC]

In our digital-first reality, marketing strategies continue to evolve — especially strategies involving events. Before 2020, 61% of marketers believed that in-person events were the most critical marketing channel — a 20% increase from 2018. But now, a whopping 93% of event marketers plan to include virtual events in their strategies moving forward.

2020 has taught us all that marketers need to diversify their marketing strategies rather than keeping all their eggs in one basket. After all, many of the same business goals that marketers set out to achieve through events can also be achieved through content marketing.

(P.S. If you need resources for taking your own event virtual, check out the webinar we hosted with cred.)

Think we’ve lost it? Even before the pandemic sent us all home in March 2020, we had already removed events as a primary component of our marketing strategy. Check out the case study we wrote about the 47% increase we saw in marketing-generated revenue after we reallocated our event spend to content marketing in 2018.

To illustrate how content marketing efforts can work toward your goals — and fit within your in-person events budget — we've outlined an example content strategy below. Whether your strategy centered on sending sales reps, hosting a booth, or sponsoring an event, here are the content marketing tactics you could implement for the same budget as your in-person events strategy:

Events vs. Content Marketing. Budget: $54,000. Events target goals: Lead generation and brand awareness. Content marketing target goals: lead generation, thought leadership, sales enablement, and SEO. Events KPIs: number of attendees or leads, attendee engagement, social media engagement. Content marketing KPIs: Keyword rankings, lead conversions, marketing-qualified leads, clickbacks to website, click-through rate, open rate, new visitors, returning visitors, and more. What you get with events: 6 tickets for unlimited access to the event, pre-event marketing, conference passes, sponsorship feature page, lead contact information. What you get with content marketing: SEO tools and strategy, quarterly content strategy, technical website audit, quarterly keyword audits, earned media, guest-contributed articles, press mentions, owned media, pillar blog posts, SEO supporting blog posts, infographics. What's the difference? Content marketing is a year-round strategy that can be optimized to be successful without live events, but it can also be tailored to promote a live event once those become a tool in marketers' toolboxes again. With content marketing, you can implement SEO strategies, which allow you to meet leads with relevant content and touchpoints wherever they are in their journeys. Content marketing allows you to nurture passive website visitors into leads. With content, you can consistently nurture prospects throughout the entire decision-making process rather than just rely on the peaks and valleys from events.



Ready to meet with a content marketing expert to discuss how you can reallocate your marketing spend to a content-focused approach? Click below to set up a call!

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About Becky Ruyle

I'm the director of brand and content for Intero Digital. I'm a wife and mom to two beautiful girls, and I'm a big Missouri sports fan and lover of sushi. I have a passion for using marketing to educate, tell stories, and drive business results.


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