When it comes to promoting events, small businesses often struggle to make a noticeable impact. Despite all the effort that goes into planning, poor content strategy can limit your event’s reach and effectiveness. Below, we’ll explore common pitfalls and show you how to transform your event content into a lead-generating machine.
1. No Clear Strategy for Repurposing Event Content
Small businesses often focus only on pre-event
promotions, leaving behind valuable content once the event concludes. If you’re not repurposing event
materials, you're missing out on continued engagement.
Fix it: Plan ahead to repurpose event videos, quotes, or key highlights across multiple channels—social media, blogs, and email newsletters. Each piece of content can extend your event’s lifespan and reach a broader audience.
2. Not Prioritizing Video Content
Video is one of the most engaging content formats today, yet many small businesses overlook its power. Failing to capture your event through video
content means losing out on valuable engagement opportunities.
Fix it: Implement a video-first strategy. Record live interviews, sessions, or even behind-the-scenes footage to create highly shareable content that fosters interaction long after the event is over.
3. Lack of Alignment Between Sales and Marketing Teams
A common misstep is the disconnect between marketing and sales efforts. Your sales team should be armed with event-related materials that make follow-up conversations more impactful. Without collaboration, you’re missing out on a crucial lead-nurturing
opportunity.
Fix it: Work closely with your sales team before the event to create tailored
content that they can use in post-event discussions. Include key insights, statistics, and relevant highlights to help them close deals.
4. Missing Interactive Elements
Static content doesn’t spark the same level of excitement and participation as interactive experiences. If your event content doesn’t engage your audience in real time, you're missing out on opportunities for deeper connections.
Fix it: Add interactive components, such as live polls, Q&A sessions, or audience-driven content creation, to keep your attendees engaged. Post-event, highlight these moments to showcase community participation.
5. Neglecting Post-Event Content Distribution
Too many businesses forget to continue the conversation after the event. Without a strong post-event content
strategy, your event’s impact will fade quickly.
Fix it: Schedule post-event content ahead of time. Share insights, highlights, or recorded sessions in newsletters, social media posts, and follow-up emails. Repurposing this content will keep your event top of mind.
Your small business doesn't need a big budget to make a big splash with
event content. With a clear strategy for repurposing, prioritizing video, aligning with sales, incorporating interactivity, and extending the conversation post-event, your content can create lasting engagement and generate valuable leads.
