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Event Blog

How to increase traffic to your event management blog

On Monday I participated in #EventBlogChat, a monthly chat for global #eventpros that takes place every first Monday of the month from 9 – 10pm GMT. This month’s topic was about how to increase blog traffic and was a good topic to kick off the year as this year I definitely want to increase mine.

High blog traffic doesn’t come from itself or overnight, you need to actively promote your blog online and offline. If you google “how to increase blog traffic” you will come up with an overwhelming number of results, tricks and tips on how to improve your traffic. But in this post I want to keep it very simple for event planners, share takeaways from what other successful event bloggers experience.

Create content others want to share

Megan suggested that she has been looking at what similar, more successful blogs put out that gets shared and also, what she would want to read or what she have enjoyed experiencing, both professional and personal.

Rosa looks at what content gets more attention on social media and Cecilia added that she looks at trending content from others and what conversations you can contribute/ add value to.

Lastly I added that I experience with different types of content to see what works best and stories that are based on personal experience and learning are shared more.

Use social media to increase traffic to your blog

Rosa suggested that social media platforms are helpful since a lot of people love sharing stuff, although there’s a lot of competition.

I added that bloggers must use social media to promote their content and promote same article multiple times across various platforms. Social media allows bloggers to reach out to their target audience and also improved SEO.

Caitlin suggested engaging with regular readers, understanding their interests and questions and tailor towards that insight.

Cecilia said to use social media as your blog’s marketing tool and share across platforms to amplify exposure, e.g. – promote in relevant groups on LinkedIn and forums.

Lastly, Megan added to repost on social media when a current event coincided with a past post.

Collaborate with other bloggers, brands or events

Cecilia said that collaboration with other bloggers or brands can help reach new and different audiences and I added that other bloggers, brands and events that have big numbers of followers can increase your exposure.

Promote your blog offline

Don’t underestimate the power of face-to-face, especially in an industry as ours where “people buy from people”. When networking at events, talk about your blog, connect with your audience and accept speaking engagement to expose yourself to new audience and talk about your content.

Guest post on other blogs

Guest posting on other blogs is recommended, according to Cecilia, because sharing expertise and experience diversifies your blog content for your audience, good for your SEO and you can gain new readers.

Set goals

Last but not least, you can improve your traffic only by comparing it to your previous analytics, therefore it’s recommended setting up goals how much you want your traffic to increase over certain period of time. Best tool to track your progress is google analytics to see new and returning readers, bounce rates, source/ medium, SEO and more and try to improve with each blog post.

What other tips do you have for event bloggers?

How to grow your event business with blogging

© The MICE Blog - event management blog

Last Tuesday I hosted #EventPlannersTalk LIVE event, based on the weekly Twitter chat, bringing the online community into the physical space. A quick introduction what #EventPlannersTalk chat is – it is an online community on Twitter for global event professionals and every Monday I host a Twitter Chat about current industry topics. #EventPlannersTalk LIVE event aims at bringing the online community into the physical space to continue share ideas, best practice, experience and network face-to-face, extending event life-cycle and making it a 365 days event!

The first live event took place in February and was about “how to promote events using social media”. This time the event was about “How to grow your event business with blogging” and I had the pleasure to welcome both bloggers and suppliers to share their thoughts and experiences. While event blogging is still a niche and it will take some time until it will become as big as fashion, food, travel and lifestyle blogging, it is becoming more and more popular, more and more freelancers and companies start blogging as a way to communicate with their audience and build social media presence.

Seeing how dynamic this industry is and the growing interest in social media and blogging, it was the right time to host a session about it and invite both bloggers and suppliers to have an open discussion, share tips and experiences over delicious canapés and drinks at the trendy Amber Bar, which is part of the Late Night London Group.

Having a personal or corporate blog has many benefits. First of all it is a tool to promote your business, same as you would use Twitter, LinkedIn, mailing or any other online tool. It gives you the opportunity to express your thoughts without any limit of characters where you can combine text with images.

Secondly it allows you to “break the news” on your own blog. If you are experienced with sending press releases to an industry magazine, you know that they won’t share the news the way you want it, they will change the wording and might omit information you find important. Therefore sharing the article on your own blog guarantees your message will come across as you want.

Thirdly, having a blog will help you to drive traffic to your website and improve your SEO. When you often write about venues, suppliers, catering etc. google will show your article when potential clients are looking for these same words. Plug-ins like Yoast can help to improve your SEO.

Forth, having a blog is great for networking. Many suppliers, event professionals and event bloggers I know today is thanks to the blog. We met online and keep seeing each other at events and keep the conversation going on social media.

Fifth, having a blog builds your personal brand and can position you as a thought leader in the industry when you are consistent and can show industry expertise.

Last but not least, blogging can be an additional source of income and there are different income streams. You can place AdSense, sponsored posts, sell event tickets, get speaker engagements and more.

Starting a blog is not easy but it is very rewarding when you see how it grows and becomes a voice in the industry. It requires some IT skills but also that you think creatively and out of the box on a daily basis. You will need to test before you get it right and stay on top on latest developments, especially with social media.

As you know from the Twitter chat, each week we have 5 – 7 questions to discuss and this time the event had a similar format, but face-to-face.

In the following are the questions and key discussion takeaways.

Q1: What makes an outstanding event blog?

Firstly, the content needs to be something that people can relate to. Secondly, presenting an opinion, that might be slightly controversial but has a reason to backup, and even make the reader to change his. Many blogs today write about a fact, but don’t say why it is so. Everyone has their own opinions and ideas but it is important to explain and make the reader understand writer’s point of view.

Q2: How event bloggers can establish partnerships with suppliers and sponsors?

Sponsors want to see what they will get out of it, therefore they need to prove to themselves what the return is on making a deal with a blogger. If the blogger wants to cover the venue, the venue will be happy for him/her to do so but want to know what they are getting out of it in terms of bookings, inquiries, site-visits to justify the investment. There must be a justification that there was an interest generated in the venue thanks to the blogger. In general venues are interested in collaborations with bloggers, as it is almost as free advertising but would expect to discuss such partnership first and agree on terms and conditions and what to expect.

Is there a way to measure it?

Bloggers have difficulty in determining how many clicks their post led to suppliers website and if led to future bookings. Bloggers can only report on the traffic to their site, the rest is determined based on “who picks up the phone and how the venue handles the enquiry”.

But how long venues are ready to wait before seeing returns?

In general, measuring ROI of a blog might take longer than of an exhibition. The blogger might post occasionally about the venue and suddenly the opportunity is there for someone to book. Working with bloggers is a way for suppliers to stay relevant.

General feeling is that many suppliers want to see ROI instantly and therefore it is hard to justify ROI on social media. Because of that they are protective and reluctant using social media. On the other hand why to be concerned with ROI and tracking where customers are coming from – when thousands of people read the blog and suppliers branding is there – this is branding. Whether a booking took place or not is not the only indicator as the branding took place, the message came across and that might resonate at a later stage when potential customer sees the supplier thought another channel. Brands need to make sure they always stay relevant. Everyone knows about coke, but why do you know about coke and when did first you learn about it? This is branding and event suppliers must be aware of it.

Do partnerships between bloggers and suppliers really work in this industry?

We should look at it less as a partnership but more of a relationship, as possible partnership might hinder business opportunities, for example when there are competing suppliers. Suggestion for bloggers is to partner with associations, because they are non-for-profit and can benefit both the blogger – providing excellent content, and the association – getting exposure. It is not a commercial partnership.

For many venues, meetings & events is only a small part of what they do and therefore they don’t see necessary promoting the venue through event bloggers but via other marketing channels and activities targeting the leisure market, to create buzz, awareness and generate word of mouth. Suppliers might even consider targeting non-event bloggers, such as travel, fashion or food, depends who their target audience is and the message they want to bring across. Suppliers that blog might have the advantage of reaching out to people outside the events industry who are looking for their product or service.

Q3: How event organisers, sponsors and suppliers can benefit from working with bloggers?

Bloggers create chatter on social media so people start talking about your product or service. Suppliers can benefit when bloggers post photos, get retweets from attendees and clients and drive knowledge. When it comes from someone the followers trust they might visit the place in the future.

Bloggers have the ability to increase awareness faster about properties and get instantaneous shares, especially in a city like London where there is so much on offer.

Lastly, blogger’s content is much more personal and people trust the blogger more than an advertisement.

Additionally, there are benefits for corporates who don’t have their own blog to write for other blogs. It is a way for them to share their knowledge but at the same time what their company does. Not every events company needs a blog. There are many good opportunities to share on other blogs or write for industry press.

Even if bloggers don’t get paid for writing an article, they are in a good position to choose which event they want to attend and write about. They will not accept an invitation just for the sake of “getting content”. Many companies and PR agencies don’t understand that mechanics and assume because they have some content the blogger will be willing to write about. It is challenging for bloggers to work with PR agencies because agencies want to have control over the content and while they are paid on behalf of the client, they don’t pay bloggers to blog when they invite them. PR agencies need to understand that the difference between working with a blogger and a trade magazine is that bloggers create a story around a certain product or service, while magazines work with press releases they get from the PR agency.

Q4: How to build and maintain loyal readership and high engagement rates?

In order to build and maintain loyal readership bloggers need to post regularly and engage with their audience on a daily basis, 2 – 3 times a day on Twitter.

General feeling among event participants was that the industry has low engagement rates online. As an industry there are not many comments on news, except specific topics, such as the importance of event management degrees, a topic that generated comments from academics, students and professionals. Participants suggested that they read industry news but will rather “share” than comment or start a conversation about an article. As an industry, we feel that event professionals prefer expressing their opinions better offline.

But on the other hand, many event professionals are interested to know opinions shared in the comment section of an article, opinions that they are not paid for to share and to see the different opinions. There are rarely comments on any industry news.

Reason for it might be perceptions, people don’t want to share because they are afraid how others will perceive them but they want to have an open forum where they can be honest without being judged.

Some companies have very strict social media policies and advise to their employees not to post anything religious or political on social media. Therefore, people are careful sharing on behalf of their organisations as that might have major consequences on their jobs.

Thank you everyone again who attended and engaged on Twitter. Lots of takeways from this discussion, both for bloggers and suppliers and if you have anything to add please share in the comment section below.

Was great experience being able to share thoughts and opinions in more than 140 characters and develop the conversation beyond the initial question.

Big thanks goes again to Late Night London, Evolero and Tweetwall Pro who supported this event!

© The MICE Blog - event management blog

© The MICE Blog - event management blog

© The MICE Blog - event management blog

© The MICE Blog - event management blog

© The MICE Blog - event management blog

© The MICE Blog - event management blog

© The MICE Blog - event management blog

Venue: Amber Bar

Pictures: Sandeep Rai

How I go about Live Blogging

Last week our monthly #EventBlogChat was about Live Blogging, topic I find extremely interesting and important. We had some fantastic questions but unfortunately I didn’t take part in the chat as I have attended the MIND and Meetovations events in Copenhagen (more about it in future posts). But because I really really wanted to share with you how I go about live blogging, here I answer last week’s questions in a blog post format.

First of all, what is live blogging? When you hear “live blogging” do you associate it with posting blog articles during the event, or you also consider micro- content, such as the one posted on Twitter, Facebook, Instagram and other platforms of choice? Personally, I practice the latter and that way engage with you live during events via short text and images.

Q1. Who do you think Live Blogging benefits? Organisers, people unable to attend the event or Event Bloggers?

In my opinion it benefits all. It benefits organisers because bloggers spread the word within their communities, which goes beyond the ones attending thus promoting the event globally.

It benefits people unable to attend the event because they can capture key information, ideas, inspirations and news much earlier than it published via press release.

It benefits event bloggers because they can see who else is in the room and network, increase their following, gain trust and strengthen the relationship with their audience by providing valuable content.

Q2. What is the best way to go about Live Blogging? On your phone, laptop etc.

Both, but personally I don’t like to carry my laptop around and prefer to do it on my phone.

Q3. How much time during the event do you spend on Live Blogging?

To large extent it depends on the event, but at least 10-15% of my time will be spent sharing content on my social media.

Q4. Do you think Live Blogging can distract you from the event and lead to missing networking opportunities?

Yes. I can decide only at the event how important the content is to be shared with you. If I have covered similar topics in the past, I will be less likely sharing much during the event and more socialising. If I decide to blog, I will still allow some time for networking or walking around the exhibition floor.

Q5. What recommendations can you give someone about Live Blogging?

Prior to attending the event, I make an extensive research about it so I can put the information in the right context.

I try to follow all the venues, speakers etc. I would like to mention so I don’t lose time on searching for their profiles during the event.

Each event I approach strategically and know in advance which sessions I want to blog about. I don’t like to schedule tweets in advance as my content might change when I am at the event and I want to make it authentic and original.

General remarks:

Make your content sharable by providing information that others, both attendees and non-attendees would enjoy sharing.

Inform the readers that you are going to live blog from the event. That will give your audience a reason to follow you during that time and what to expect. Let them know when the event is over as well.

Three main reasons why I don’t write articles during the event:

Firstly, writing a blog article is not as simple as it may seem and requires time for research and editing I don’t usually have during the event. I also personally feel that if I fully focus on writing, I will greatly miss on talks and networking opportunities. Secondly, I prefer writing an article after the event because it extends event’s life-cycle and provides great content for future posts. And lastly, some of the events I attend, especially press trips, include an extensive social programme that doesn’t leave me much time for writing.

Of course it is possible to schedule the post with key data and edit it quickly on the go, but that is not my content strategy and that is what, also, differentiated blogging from PR.

In case you have missed it, last week I attended the MIND and Meetovation events and was live-blogging on my social media channels from which I made a short social media diary.

© The MICE Blog

How do you go about blogging? Do you prefer to tweet and Instagram or write blog articles?

How to Start an Event Management Blog

Hello eventprofs! Today I decided to share with you my personal experience how to start an event management blog and the tips apply to both individual and corporate blogs. Blog is one of the most powerful marketing tools to communicate with your audience and the industry so I definitely encourage you to start one. I don’t want it to be one of these boring ‘how-to’ articles you read somewhere else already, so I share with you my personal experience, information I hope someone shared with me when I first started. This article is going to be very long packed with information and some technical information, but I really tried to simplify it as much as possible!

So let’s start.

Define Your Audience

I’m sure you heard it before already, so let me explain. What you know in theory will be different how it works in practice. In the beginning when I started, my audience was event professionals. As you know, event professionals are wedding planners, festival organisers, charities, venues etc. Even if you’re a wedding blogger, you have to narrow down your audience and see whether you want to write about luxury weddings, weddings on a budget, vintage weddings etc. In the beginning I wrote about all topics relevant to event planners (you will find event a concert among my first posts) until I started to narrow down and focus on two major groups – corporate event planners and business travellers. It’s very hard to find out in the beginning, but you’ll get the ‘feel’ to it and you’ll see what types of articles are of greater interest to your audience and what you enjoy writing most about. I know it’s a challenge, because many of the companies have different types of events run by the same team and many of the aspects are hard to separate, but try to narrow it down as much as possible.

Choose the Platform

I’m sure you’re all familiar with WordPress and Blogger so I won’t go into explaining it, but I take you one step further in case you want to self-host the blog. I host my blog on WordPress because I like the aesthetic layout of this platform and it’s very easy to manage. Everything you do feels very intuitive, same as logging into your Skype or Facebook. Let me explain it further. WordPress (WP) offers two platforms, and is completely fee and you still have enough functions and enough storage space to learn the basics of blogging. Of course there are several downsides to it. Firstly you don’t have the plug-ins with all the cool functionalities, such as spam filter, event calendar, different and creative ways to integrate social media and much much more! Secondly, because your version is free, WP will place their own adverts on your site (which you don’t see but your readers are) on which you don’t have control. Thirdly, you will have the after your domain name, maybe for me that was the most disturbing aspects when my blog started to grow. Lastly, you are limited on storage space. Of course it’s not a problem when you’re a beginner and don’t work much with images, but you have to keep it in mind when your blog grows (Though I know big and established companies who use the free WP version and it works fine for them, it just has to be functional for your needs).

When you blog long enough and sure that’s for you, then you shall consider upgrading it. You’ll have the choice between upgrading the .com version or switching to .org. In my case, I upgraded it to org. is a self-hosted blog, where you have to buy your domain name from a hosting company and then you download the software for free from It costs less than £100 per year to self-host, all depends on your hosting company. One of the aspects I wanted to have when self-hosting, is to have an email address with my domain [at] themiceblog [com]. I didn’t delete my old address ( but now all the information on the site is ‘private’. You can also redirect the old address to the new domain, but I didn’t do it, I just exported all the data to the new site. It’s all on the control panel, don’t worry! Then you can choose from a big variety of themes and here you have your professional blog/ website.

Test Test Test

I mentioned in the beginning that you’ll get a feeling to what works and what’s not, and that’s to do with testing the type of content but also the frequency you post. Try to post text only, text with link, picture with link, post in the morning, in the evening, several times a day etc. You’ll see what platforms and content work best for you and then try to leverage it. I’m still testing (for example, this is my longest article so far and I’ll be curious to see if you like such article or not, feel free to give me your feedback in the comments below or here). For example, one of the most powerful advices I found on the web is from Pete Cashmore , the founder of Mashable. He said that to grow his blog he posted five times each day! I completely agree with him and I see on my google analytics that when I post daily, my traffic increases. Just google Pete Cashmore Mashable and you’ll find lots of interviews with him with very useful tips!

Don’t Forget Face-to-Face Networking

Don’t think because you have an online presence, you have to network only online. In the beginning, when your SEO isn’t so good the best way to put yourself out there is to talk to people face-to-face about your blog. That face-to-face networking increases your readership, and I’m talking from experience.

Be on Twitter Chats

Twitter chats are the best way to meet other bloggers from different industries. Bloggers are very supportive to each other and happy to share from their experience. Twitter chats have industry focus (e.g.- travel, social media, weddings etc.), but if you want a pure blogging know-how exchange I would recommend you to participate at the #BlogHour every Tuesday from 9-10pm GMT. It’s moderated by the UK Blog Awards team and there are usually five to six questions about different topics and bloggers share experience with each other.

There are so many chats every day so I trust you’ll find your favorite. Here you can read about my favourites.

Tips on blogging:

Blogging is constantly evolving in terms of the professionalism introduced into this industry. It includes the quality of work such as images and videos, to more serious aspects such as law and regulations on blogging. For example, you can read this article about the blogger who gave a bad review and was fined. Event bloggers are still behind, in comparison to fashion bloggers for example, who thanks to their blog built their personal brand. An example is the blogger Chiara Ferangi who also launched her shoe and jewelry collections. Of course we can’t compare event blogging with fashion or travel blogging, but it’s always good to learn from non-competing industries. For example, I get big inspiration from fashion and travel bloggers because they work a lot with images, and thanks to them I recognised the importance of images and how to integrate them into my work.

To conclude, the process of setting up and writing a blog is one of the most satisfying and rewarding experiences I had in the past three years. It’s like learning a new skill on your own terms and seeing how it develops from nothing to be a voice in the (crowded) social media space. In todays connected world, it’s also one of these skills you have to possess in order to differentiate yourself in the workplace or strengthen your brand proposition. I’m still learning, and because there are constantly new features, updates and new social media platforms I feel that I still have a way to go!

I would love to hear your experience on blogging and if you have specific questions don’t hesitate to ask in the comments below!

© The MICE Blog