How events can be part of a brand publishing strategy

Events have become a core part of many companies' marketing strategies in recent years, via everything from large scale festivals to small, intimate dinners. Increasingly, I’m noticing that savvy brands are making events a core part of their publishing and editorial strategies, too, using them to extend and strengthen relationships they’ve been building via digital content. Audiences don’t want to be advertised to - they want to be entertained or educated – and ideally, both. The good news is that audiences are willing to consume information from a wide variety of sources, the bad news is that it’s easier to sell to an audience than it is to thoughtfully present information that actually improves their lives.  Events are emerging as a powerful differentiator for brands