Boost Your Business with Local Event Content

A welcoming "Yes, We're Open" sign hanging in a window, signaling business availability and inviting customers inside.

Creating engaging content is a constant challenge for businesses, but local events offer opportunities to connect with the community, increase visibility, and build trust. Leveraging local events for content creation involves using events to generate compelling content that resonates with your audience. From live blogging to post-event recaps, local events can significantly enhance your content strategy with home-grown content — not just topics that rank in search.

Ready to mine local events for content gold? Let’s start digging!

Identifying Relevant Local Events

Identifying relevant local events is the first step in integrating them into your content strategy and creating content around them. RicketyRoo will guide you through finding events that align with your business niche and appeal to your target audience. 

Researching Local Events

To get started, you must find local events that appeal to your target audience. Here’s how you can find the right events to get involved in and cover:

  • Community Calendars: Many towns and cities have community calendars that list upcoming events. Check your local government or community center websites.
  • Local News Websites: News websites often have sections dedicated to local events. Regularly scan these sections to stay updated.
  • Social Media Groups: Platforms like Facebook and LinkedIn have groups dedicated to local events and interests. Join these groups to get real-time updates.
  • Event Platforms: Websites like Eventbrite, Meetup, and even local event apps are excellent resources for discovering relevant events.
  • Local Influencers and Bloggers: Follow local influencers and bloggers who often share information about upcoming events in the area.
  • Chambers of Commerce and Business Associations: These organizations often host events and provide information about other local happenings.

Types of Events to Consider

Now that you know which events are happening around you, choosing the right event to invest your time in is crucial. Here are some types of events that can provide rich content opportunities for your business:

  • Festivals and Fairs: These are great for capturing vibrant visuals and engaging stories. For example, a local food festival can be an excellent opportunity to highlight local cuisine, interview chefs, and showcase the community’s culinary diversity.
  • Charity Events: Highlighting your participation in charity events can boost your brand image, which is the perception of your brand in the minds of your audience, and demonstrate your commitment to the community. Documenting a charity run or a fundraising gala can show your business’s human side and help to build a positive brand image.
  • Business Expos: These provide opportunities to showcase industry expertise and network with other professionals. You can create content around new industry trends, interview experts, and highlight your products or services.
  • Local Sports Events: Covering sports events can appeal to a broad audience and show your local support. Capture the event’s excitement, interview local athletes, and engage with fans.
  • Workshops and Seminars: These are perfect for creating educational content and positioning your brand as a thought leader, which means being recognized as an authority in your industry.

Identifying the right local events sets the stage for effective content creation. With a list of promising events, you can move on to the next step: preparing for the event to maximize the content opportunities from it.

Preparing for the Event

Proper preparation is not just important, it’s essential to making the most of the event for your content creation efforts. This allows you to capture high-quality content and engage effectively with your audience, instilling a strong sense of confidence in your content creation strategy. Remember: the more you invest in preparation, the more you’ll get out of the event.

Setting Clear Goals

Defining your goal before attending an event is essential. Here are some potential goals to consider:

  • Brand Awareness: Increase your business’s visibility by showcasing your presence and activities at the event. This can be measured by social media reach, website traffic, and brand mentions.
  • Networking: Connect with local businesses and influencers. Arrange to meet specific people and schedule meetings or interviews during the event.

Establishing clear objectives is essential for maintaining focus and accurately assessing your achievements. Once your goals are defined, you can move on to planning the logistics of your event participation.

Event Planning and Logistics

Event planning is key to making the most out of any event. Consider the following:

  • Date and Venue: Choose a date and venue that aligns with your target audience’s availability and preferences. Ensure the venue is accessible and has the necessary facilities for your content creation activities.
  • Budget: Allocate a budget for event-related activities such as promotional materials, travel expenses, and other costs. Include a contingency fund for unexpected expenses.
  • Promotion Strategies: It is crucial to plan how you will promote your presence at the event. This could include social media, newsletters, and collaborations with other attendees or organizers. Promoting your participation can increase your visibility, attract more attendees to the event, and encourage community engagement.
  • Team Roles: Assign specific roles to your team members, such as photographers, social media managers, and content writers. Ensure everyone knows their responsibilities and has the necessary tools and resources.
  • Equipment: Prepare and test all necessary equipment, such as cameras, microphones, and laptops. Prepare backup plans in case of technical difficulties.

Taking care of logistics early ensures the event runs smoothly and you’re fully prepared to capture valuable and usable content. With your event logistics in place, it’s time to develop a detailed content plan to maximize the event for your marketing efforts.

Creating a Content Plan

Planning your content is crucial. This will help you stay organized and ensure your content is timely and relevant. Here are some types of content that can and should, be part of your event:

  • Blog Posts: Outline potential topics for pre-event announcements, live coverage, and post-event recaps. Create an editorial calendar to schedule these posts.
  • Social Media Updates: Plan posts before, during, and after the event. Include engaging visuals and interactive elements like polls and Q&A sessions. Manage posts using scheduling tools like Hootsuite or Buffer.
  • Videos: Decide on the videos you want to create, such as event previews, participant interviews, and highlight reels. Plan your shots and storyboard your videos to ensure you capture all essential moments.
  • Live Coverage: Assign team members to handle live blogging and real-time social media updates. Prepare templates and guidelines to ensure consistent quality and messaging.

A detailed content plan ensures you cover all bases and maximize the event for your content marketing efforts. With a solid content plan, you are ready to create engaging, event-centric content that will resonate with your audience.

Creating Event-Centric Content

Creating content around the event helps engage your audience and showcase your active participation. By producing diverse and engaging content, you can maximize the impact of your event coverage.

Live Blogging and Social Media Coverage

Live blogging and social media coverage create real-time engagement. Here’s how to do it effectively:

Live Blogging

  • Preparation: Before the event, prepare templates and outlines for your blog posts. Set up a dedicated section on your website for live updates.
  • During the Event: Capture real-time updates, interesting quotes, and key moments. Use a combination of text, images, and short videos. Ensure you have reliable internet access to upload content in real time.
  • Engagement: Encourage readers to comment and share their thoughts as the event unfolds. Respond to comments in real time to foster a sense of community.

Social Media Platforms

  • Live Updates: Use platforms like Facebook, TikTok, and Instagram for live updates and stories. Post photos, videos, and key takeaways in real time. Use event-specific hashtags to increase visibility.
  • Interactive Polls: Engage your audience with polls and questions. Use these to gather feedback and insights from your audience. Information gathered from these polls can also be used in further content creation, addressing pain points, and more – not just for event coverage.
  • Live Streams: To reach a broader audience, consider live streaming key parts of the event on platforms. Promote your live streams in advance to maximize viewership.

Live coverage makes your audience feel like they are part of the event, increasing engagement and brand loyalty. Effective live coverage can significantly boost your engagement. After the event, follow up with comprehensive recap posts to keep the momentum going and drive potential customers to your website or store.

Event Recaps

After the event, writing comprehensive recap posts can keep the momentum going. Here’s how to craft an engaging event recap:

  • Key Highlights: Summarize the main points and significant moments from the event. Use bullet points for clarity.
  • Quotes from Speakers: Include memorable quotes from speakers or notable attendees. Use these quotes to highlight the event’s impact and key messages.
  • Attendee Testimonials: Gather and incorporate testimonials from attendees to provide a diverse perspective. Use direct quotes and provide context for each testimonial.
  • Multimedia Elements: Use photos, videos, and infographics to make your recap more engaging and visually appealing. Create a photo gallery or highlight reel to showcase the event’s best moments.

An event recap provides valuable content for your audience and showcases your active participation and interest in local events. Detailed event recaps can extend the life of your event content.

Leveraging User-Generated Content

User-generated content (UGC) can significantly enhance your event coverage. Here are a few ways to leverage it:

  • Event-Specific Hashtags: Create and promote a unique hashtag for the event. Encourage attendees to use this hashtag when sharing their experiences on social media.
  • Curating UGC: Monitor social media for posts that use your event-specific hashtag or geotags. Share these posts on your business’s social media channels and website. 

Incorporating UGC enhances your content and builds a sense of community and engagement around your brand. Leveraging UGC can boost your content’s reach and credibility.

From Tory Gray, CEO and Founder of The Gray Dot Company:

“We love UGC for local businesses and the events they host – it’s an incredible way to leverage existing community goodwill in to SEO equity. It can help cement local business relationships in a reciprocal way, while also supporting localization signals that can be helpful for SEO. Examples we love include community/local chapter setup & support, tailored branded merchandise (specific to the event in question), and local hashtag campaigns that can garner your brand pictures, audio and video assets for use across marketing channels – while spotlighting local customers.”

To learn more about UGC, check out The Gray Dot Company’s UGC SEO Playbook and 9 UGC Examples to get creative hosting or covering your next local event.

Promoting Your Event-Related Content

Promoting your event-related content ensures it reaches a broader audience and maximizes its impact. This section will cover SEO strategies, cross-promotion with partners and influencers, and other tactics to enhance your content’s visibility.

SEO Strategies for Event Content

Optimizing your event-related content for SEO can improve its reach and effectiveness. Here’s how:

  • Local Keywords: Use local keywords to improve your content’s search engine rankings. Include the event name, location, and other relevant local terms. Use tools like Google Keyword Planner to narrow down the best keywords.
  • Metadata: Optimize your meta titles and descriptions with event-specific keywords. Ensure they are compelling and accurately describe your content.
  • Headings: Use clear and descriptive headings that include your primary keywords. This helps Google, and other search engines, understand your content better.
  • Internal Linking: Where possible, link to other relevant content on your website related to the event to improve SEO and provide additional value to your readers. Create a content hub for all event-related content and ensure you’re guiding potential customers and readers to the relevant services or products you offer.

Focusing on SEO ensures your event-related content reaches a wider audience. Effective SEO can significantly boost your content’s visibility. Collaborating with partners and influencers can amplify your reach even further.

Cross-promotion with Partners and Influencers

Collaborating with event partners and local influencers can amplify your content’s reach. Here’s how to do it:

  • Approaching Partners: Identify potential partners and influencers who align with your brand values and audience. Reach out to them with a clear proposal for collaboration. Highlight the mutual benefits of the partnership.
  • Negotiating Deals: Negotiate cross-promotion deals that benefit both parties. This could include sharing each other’s content, co-hosting events, or running joint promotions. Agree on the deliverables and timelines.
  • Executing Cross-Promotion: Implement the agreed-upon strategies and monitor their effectiveness. Use analytics to track the success of your cross-promotion efforts. Adjust your strategy based on the results.

Cross-promotion helps you reach new audiences and enhance your content’s impact. By promoting your content effectively, you can maximize its reach and effectiveness.

Engaging with the Community Post-Event

Engaging with the community after the event helps to maintain the momentum and build long-lasting relationships. This section will cover follow-up strategies, collecting feedback, and measuring the success of your event coverage.

Follow-Up Strategies

Following up with event attendees is crucial for maintaining engagement. Here’s how:

  • Email Newsletters: Send personalized thank-you emails and newsletters with highlights from the event. Include a call-to-action (CTA) to keep the conversation going, such as subscribing to your newsletter or following you on social media.
  • Social Media Interactions: Continue the conversation on social media by responding to comments, sharing post-event content, and engaging with followers. Create follow-up posts to discuss key takeaways and future events.

Effective follow-up keeps the conversation going and reinforces your connection with the community. Maintaining engagement post-event is key to building lasting relationships. Collecting feedback and measuring success can help improve future events.

Collecting Feedback and Measuring Success

Gathering feedback and measuring the success of your event coverage is essential for continuous improvement. Here’s how:

  • Key Metrics: Track key metrics like social media engagement and conversion rates to measure the success of your event coverage. Collect data using tools like GA4 and social media insights.
  • Analysis: Analyze the data to find areas for improvement and better plan future events. Look for patterns and trends in the feedback.

By collecting feedback and analyzing success metrics, you can refine your strategies and ensure even better results in the future. Continuous improvement ensures your event coverage gets better with each iteration.

Turning Local Events into Content Marketing Gold

Turning local events into content creation gold is a powerful strategy for local businesses. By identifying relevant events, preparing effectively, creating engaging content, promoting it strategically, and engaging with the community post-event, you can turn local events into a goldmine of content opportunities.

Start identifying and planning for upcoming events now and watch how this strategic approach enhances your content marketing efforts and helps you connect more deeply with your community.

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Melissa Popp

As the Friendly Neighborhood Content Strategist at RicketyRoo, Melissa Popp works with clients directly to create engaging and authoritative content that dominates local search results. Every client has a story – especially small and medium businesses. Melissa takes those stories and creates content that improves experience optimization and increases conversion goals.
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