Compelling content to drive event attendance
Milestone Systems, a leading provider of video management software (VMS), launched a series of events over the course of the year, aimed at an end user audience. Milestone needed to reach out to this new audience, and engage with them on topics they cared about, while demonstrating their expertise in cross-sector VMS solutions. The aim was to increase brand awareness and drive sign-ups to the events.
Our content team devised a content programme to include LinkedIn articles, thought-leadership activity and media features. The content offered insight and advice, and was published on a regular basis in advance of, and during, the event period. Content was amplified across social media, and we rolled out live social media reporting from the events, including short interviews, photos, and newsbites.
The outcome was a strong library of sector-specific content for Milestone to leverage with its sales teams and in marketing collateral, while insight pieces contributed to raising the profile of key members of the team on LinkedIn. Engagement rates across the individual articles were strong, encouraging comment and increasing follower numbers. Crucially, the planned content offered a springboard from which the new events could be launched to a new audience successfully.