Why You Should Be Blogging About Your Event
Many online detractors claim that the internet has moved past blogs and that blogging nowadays will have little to no impact on your site because blogs flood the internet. While these critics rave about the dawning of a new day, one without blogs, they overlook the crucial fact that the reason the internet has so many blogs to begin with is because they are incredibly effective at drawing attention and capturing an audience. Blogs are one of the most powerful tools ever created for providing the right content to the right reader at exactly the moment it is needed.
If you pick a random topic and search for it online, you are practically guaranteed to find a handful of blog posts that talk about whatever it is you searched for. Whether you are into collecting stamps or are serious about hamburgers, there is a blog for that. What critics really mean when they say that blogs are dead is that it has become harder for blogs to stand out from the crowd because there are so many of them on the internet. When the internet first started and blogging was brand new, blogs could easily be found because nobody else was doing what these original online pioneers were doing; talking about their interests and their life experiences. But blogging has transformed away from being an online journal to becoming a mega hub for finding ideas, gathering inspiration, and sharing tips, advice, and experiences.
Blogs are one of the most powerful tools ever created for providing the right content to the right reader at exactly the moment it is needed.
Blogs have become focused on specific niches rather than general insights on everything associated with the human experience. Blogs are still heavily used by stay-at-home moms, but they have also been adopted by a large contingency of businesses. As you can see, the problem that rises with having a blog is finding the real estate for it to be found online. Google only has ten real meaningful spots, which means that competition is high. The trick to getting into one of the top search result spots comes from keyword research, writing great content, and a strong strategy.
Yet, despite all the competition for attention and space on Google’s search results page, blogs are more meaningful than ever before, and if you aren’t using one for your event, you are missing out on potentially hundreds or even thousands of potential event attendees. Here are five reasons why you need a blog about your event:
1. Win new customers.
Today, eighty-one percent of shoppers conduct online research before they make a purchase. You may not consider your event as something that people are shopping for, but you should. As people go through the week and look through event calendars, they are shopping for experiences, date-nights, and something fun to do. As people are doing research, they like to find information that will help them make a smart purchasing decision. People have a finite amount of disposable income, and consumers are getting wiser with their purchasing decisions, so if you aren’t trying to win them over by creating valuable resources and handing out information to them, they will choose to spend their money on something else instead.
By having a blog, you can give your event shoppers all the information they need to make the decision to purchase a ticket to your event. Your event blog lets you tap into your brand and share what you’re all about. Your blog becomes a place where you can share information, emotions, videos, and images that will help shoppers decide if your event is something they want to attend. It will convince many people of the value of the experience you can offer them, and they will make an informed decision that will leave them counting down the days until your event takes place. Blogs are a great way for potential customers to find out more about your event, your brand, and the experiences they can expect if they purchase a ticket.
2. Build existing relationships.
The purpose of a blog isn’t just for finding new attendees, but it is for building strong relationships with past attendees, as well. Blogs are a strong way to create engagement among people who are already loyal to your event. Enabling your blog readers to comment and writing blog posts that encourage commenting can do more for your event than many other forms of social media could. As people read positive, pleasant feedback from past event attendees in your comment section, it generates goodwill and builds credibility for your event. It tells readers that if these past event attendees felt strongly enough about your event to come back and leave a positive comment on your blog, then you (the event organizer) must have done something right.
Your blog can also be a direct way for your event attendees to talk and discuss experiences with other event goers. One way to highlight your blog is to post it on your social media channels, and share what your post is all about. Your blog posts don’t just have to be writing, either. In fact, mixing up your blog posts will generate interest in your readers as some people love writing, while others love pictures, and others like video. You can do fun posts like photo stories and tell your audience that you have uploaded a story of your event on your blog, and then ask readers if they can find themselves in the images. Posts like these can really help you build your relationship with your current audience if you take the time to let your fans know how much you appreciate them. If you do your blog posts right, you can create goodwill and loyalty between your event and your attendees that extends into many future events.
3. Share information.
Social media has stolen the show as the primary way to share new information about anything, and that includes updates and notifications about your event. While social media is incredibly effective at sharing that information, it comes with restrictions such as branding, character limits, and detail restrictions. Blogs are bulkier and far less sexy than social media in the current information sharing age, but blogs give you control over what you say and how you say it. Do you have an update that you need to share about a last minute parking switch that requires a bit of explaining? Yes, send it out in email first, but make sure you then post it on your blog, share it on Facebook and Twitter, and see the results of your blog in action. You will quickly realize that sharing information via your blog post has major advantages to it because blog posts can be as long or short as you like and you can include as many images, videos, and other content as necessary. It doesn’t hurt that you can include buttons right in your blog post to buy tickets for your event, either. Plus, when people come to your blog post, they come to your website, which will allow you to trigger retargeting ads for your event if you elect to go that route. Blogs are the best way to share any information you need with your audience.
4. Makes content easily sharable.
Social media is by far the easiest way to share content, yet social media is really just a tool that was created so you can share your blog posts. Social media is the method of delivery, and your blog is the important message being delivered. Blogs become incredibly easy to share, especially if they are full of relevant content, because people will naturally want to share cool things. You can elect to have social share buttons which include Facebook, Twitter, Reddit, Pinterest, email, and more that make sharing your blog post as simple as the click of a button.
Once your blog post is shared on social media, it can spread like wildfire if the content you provide resonates with your audience. For example, if you want build excitement by posting a video about your event, you may want to embed the original video in a blog post on your site. This way, all the traffic from the video leads to a clear landing page where viewers can elect to find out more about your event though other blog posts, or purchase tickets directly from your site. Early this year, the Stunt Run announced they would host their first ever race and posted a video that featured highlights from GoPro cameras they had set up along the race, stitched it together, and got over 3,500 likes, 3,400 shares, and over 275,000 views on their video, all for a first time event. The video raised awareness, and if they linked the video back to their website, that could potentially be 275,000 ticket sales. The power of social and blogging together can spread news and awareness about your event all across your city, state, or country if you do it right.
Findability means getting your event found online. Some people call this SEO (search engine optimization), but the reality is, SEO is just a daunting name that scares people away. The logic behind findability is simple: the more content you produce (the more blog posts you write), the more times you will show up in Google searches. If you don’t ever write a blog post, you are dramatically lessening your ability to be found online. To illustrate this, imagine that you decide to write one blog post a week, giving you a total of 52 blog posts at the end of the year. That means you are giving people at least 52 new ways to find your event. I say the words, “at least”, because your blog post will show up in a couple different Google searches because of the keywords found in your blog post. This is a free way to market your event on the most used website in the nation! Don’t miss out on this opportunity.
Writing blog posts lets you focus on keywords that people commonly search for that are related to your event. Let’s say you organize a music festival that tours around the country and hosts a ton of bands. To make your event findable on the internet, you could write blog posts about the specific bands that will be performing at your festival. Each time you write a post about a band, it increases the chances that a person interested in that band will find your event online.
For example, pretend you have Coldplay performing at your festival. You decide you want more people to know they will be playing at your festival so you can increase ticket sales, so you decide to write a blog post about Coldplay. You write a well-written blog post that you know Coldplay fans will be interested in reading. Then, John Doe does a Google search for “Coldplay” and your blog post pops up on the search result page. John Doe is intrigued, clicks the link to your blog post, and viola, he finds out that they will be performing at your festival near his house this upcoming summer. John Doe suddenly becomes very interested in your music festival which he didn’t know anything about two minutes ago and decides to purchase a ticket. John wins because he gets to see his favorite band play live at your festival and you win because you sell another ticket. If you wouldn’t have written the blog post, John may have never known that you were hosting his favorite band at your festival.
However you decide to write your blog, you want to diversify your blog posts so that you can reach the widest range of people possible. Blogging regularly can dramatically increase the amount of traffic you get to your website, which ultimately should lead to more ticket sales. Writing a blog can be essential for finding people who would be interested in your event, but just don’t know that it exists yet. Blogs increase the chances you will be found by the right people as they search the internet.
- Colin is a Creative Director at SpinGo. He is a Pay-per-click and Search Engine Marketing expert who is committed to placing ads in front of the right people, at the right place, at the right time. He is Skilled in segmentation, audience creation, and campaign optimization.