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Most event marketing advice doesn’t work for events. This blog is here to change that, giving organisers a clear, practical blueprint for building event websites that attract, convert, and engage audiences all year round.

The Problem With Most Marketing Advice for Events

If you’ve ever Googled “event marketing strategy”, you’ve probably found yourself knee-deep in advice aimed at product launches, retail sales, or global brand campaigns. The trouble is, events don’t behave like any of those things.

An event website has a short, intense cycle: all eyes in the weeks before the event, then a drop-off that can feel like a cliff edge. Most guides assume your audience is always buying, always searching, and always engaged. For event marketers, that’s wishful thinking.

Instead, you’re juggling three very different jobs:

Exhibitor promotion, making your partners feel like they’re getting results
Visitor registration, driving attendance without exhausting your budget
Post-event engagement, keeping the conversation going when everyone else has moved on

The problem? Generic strategies rarely account for this rhythm.

Why Event Websites Need Their Own Blueprint

An event website isn’t just a campaign hub. It’s a living, breathing asset that can, and should, pull its weight every day of the year.

But that only happens if you build it to:

Rank for topics people search year-round, not just your event name
Stay discoverable in AI search, so tools like ChatGPT and Perplexity reference you instead of a competitor
Guide visitors to take action, whether that’s registering, downloading, or joining your mailing list

Without a tailored blueprint, most event sites get rebuilt for every edition, only to throw away pages that could still be attracting leads months later. It’s like dismantling your shopfront after each sale and hoping people will remember where it was next year.

The Promise of This Blog

This blog exists to give event professionals a practical, step-by-step approach that works within your reality: tight budgets, busy seasons, and ever-changing line-ups.

You’ll find articles that:

Cut through marketing noise with tactics tested on real event sites
Show how to repurpose last year’s content into traffic magnets
Give you a mix of quick wins and long-term strategies so you see progress fast
Help you understand what really drives conversions, not just clicks

As I like to say, “If your only traffic comes during campaign season, you’re missing 80% of the game.”

Who This Blog Is For (and Not For)

For:

Event marketers, content managers, and web teams who want year-round impact
Organisers looking to grow without relying entirely on paid ads
Teams ready to use data and SEO as core tools, not afterthoughts

Not For:

Brands looking for generic ecommerce or SaaS marketing tips
Teams who prefer to “set and forget” until campaign season
Anyone expecting overnight success without ongoing effort

How to Get the Most Out of These Articles

To make this blog work for you:

Start with your strategy. Pick a few core topics your audience cares about, not just your brand name.
Keep your best pages live. Don’t delete last year’s content. Update it and keep it working for you.
Mix quick wins with foundational changes. Fast fixes are great, but structure beats speed in the long run.
Think beyond the event date. Your website is a 365-day asset, not just a three-month sprint.

Quick Win: Identify three high-value pages from your last event that you can update and re-use, your future self will thank you.

As Neil Patel advises, repurposing your top-performing content into new formats “helps you extend reach and save time on content creation” (20 Ways to Repurpose Content).

If you want an event marketing strategy that doesn’t expire with the campaign budget, this is the place to start.