What’s one of the most powerful content marketing tools used today? Event marketing. 58 percent of marketers consider conferences, trade shows, and other events to be important for improving the customer experience. For B2B marketers, the appeal of in-person marketing is even higher. 67 percent believe events are their most effective content tool.
 
According to Forrester, event marketing makes up the largest portion of B2B marketing budgets, about 20 percent. Approximately $108 billion is spent on event hosting each year – in the US alone.
 
In-person events, i.e. human interaction, simply have more impact than all the social media posts and email newsletters in the world. This is true both when they happen and afterward with the event echo effect. When you take part in the best marketing conferences, you have a real opportunity to build interest, generate burning hot leads, and make a few sales on the big day. But the biggest boom comes after the fact when you repurpose your event content and grow your brand community post-event.