You’ve got your signage, your brands are gaining (as promised) high visibility. You’ve got the President of one company writing a guest blog post on your conference website, while the Founder of another company has a downloadable podcast. The photography team you hired for the conference returns to you after the event with enough photos to cover your site wall-to-wall. You have more webinars than you can remember. Your Twitter, Facebook, and Instagram accounts are overflowing with notifications. Congratulations; you’ve reached content overload!
Now before you go patting yourself on the back, consider this: as with anything in life, there is such a thing as too much of a good thing. In this digital age, it’s hard to tell whether we’re creating content or curating content; and though it’s absolutely necessary, it’s of utmost importance that you stay relevant.
Here are some suggestions on effectively managing your content:
1. Distribute content sporadically. Most sponsors look for pre and post sponsorship activation benefits, giving you more time to get their brand out there. You can sort what order it’ll reach your attendees according to the level of sponsorship they pledge to your event.
2. Don’t go on email overdrive! Going off personal opinion, I can tell you that any event who mails me more than once a month is being sent to my spam filter. If your content doesn’t reach your attendees, then your message is useless.
3. Limit the amount of lead generation you’re willing to leverage in exchange for sponsorship dollars. Sure, it’s great for the guys who are willing to spend large amounts; but not everyone needs access to your attendees; protect what is yours.
4. Use social media to spark conversations with attendees versus using it to spam them with updates. It’s called social media for a reason! If you wouldn’t say it to one of your coworkers in passing, then it doesn’t belong on Twitter! This also opens up the door for feedback that you may not otherwise receive.
5. Keep it simple! Your site doesn’t need to bear every photo ever taken of your event, nor do your attendees want to have to dig for your registration page. If your site remains clutter-free, people will be able to access what they’re looking for with a considerable amount of ease.
The sponsorship industry is currently experiencing a huge shift in the way we leverage marketing dollars in exchange for the event experience. Technology makes it easy to stay in touch, and stay engaged with attendees long after the event has come and gone. All of these are wonderful aspects of sponsorship, but can prove to be detrimental if abused. Use your content marketing strategy wisely!