Content Marketing Perfection is Impossible for Event Marketers

Association Content Marketing

So here I am. Sitting. Staring at the screen wondering where in the hell the time went, even though I know full well where it went. I got busy. Busy with work. New clients. New events. New cities to see. I am thinking holy shit, what did I do. Over the past 6 months, I have been really erratic with my posts… Well, not erratic, being erratic would imply that I was actually posting something more than the occasional infographic. I have been downright radio silent for weeks and months on end… just crickets chirping in a field of PlannerWire poppies.

I am not alone, I am not unique. In fact, just yesterday, I had a chance to sit down and grab a Google Hangout with one of my association clients. He is feeling a little blue. He and his team are so busy that they have completely ignored their own conference content marketing program. First they missed a few days, then a week, then a couple of weeks, and then three…

He asked me if I thought that this was going to doom their program and I had a simple answer for him.

No. Not really.

Falling out of sync and out of step is perfectly normal. Every content marketing program slips. Every association marketing pro crashes. Every event marketer makes mistakes. Shit happens. Get over it. Worrying is wasted time. Time that could be spent producing something for members and attendees.

My advice to him is as simple as the advice I have to give myself every few months. Hit the reset button. Get back on the horse. Move on. Buck up. The reality is, if you have a passionate audience and they love your content, they won’t mind when you fall out of step whether it is missing posts, making an error, or misspelling the name of your keynote.

The danger comes when you fall and don’t get back up. You freeze, not doing anything, afraid to get going because all you see is what you have missed and what you have lost and how bad things are. Go too long and someone will come along to take your place.

Never look behind you, you might walk into a wall and spill your coffee…. or your beer.

Keith Johnston

Keith Johnston

Keith is the Managing Partner of i3 Events but is most widely known as the outspoken publisher of the event industry blog PlannerWire. In addition to co-hosting the Bullet List and Event Tech Pull Up Podcasts, he has been featured in Plan Your Meetings, Associations Now, Convene, Event Solutions, and has appeared on the cover of Midwest Meetings Magazine.

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