How to keep your event website content relevant and engaging all year round

Event websites are often built with a clear focus on a single date or weekend. Once the event ends, the website typically goes quiet—until planning for the next edition begins. But this approach misses a major opportunity. With a little foresight, your event website can become a trusted, year-round resource for your audience and community.

Here’s how to keep your website relevant and useful 365 days a year, and the types of evergreen content worth including.

1. Create an archive of past events

A well-organised archive serves multiple purposes. It helps newcomers understand the history and evolution of your event, boosts SEO through long-tail content, and offers valuable context for returning visitors. Include:

• Photo and video galleries
• Speaker or performer profiles
• Session summaries or recordings (where appropriate)
• Past programmes or timetables
• Press coverage or reviews

2. Publish interviews and behind-the-scenes content

Evergreen content can still feel personal and fresh. Interviews with organisers, past performers, speakers, volunteers, or long-time attendees offer insight and build connection. Behind-the-scenes pieces about planning, logistics, or the event’s origins can keep your audience engaged between editions.

3. Offer guides and tips related to your theme

Think about what your audience comes to your event for. Whether it's music, food, literature, sustainability, or innovation, you can publish general-interest guides that align with your brand. These might include:

• How-to articles or beginner’s guides
• Recommended reading, listening, or viewing lists
• Year-round calendar of related events or festivals
• Curated lists of resources or tools

4. Maintain a community section

Highlight what your community is doing throughout the year. A community noticeboard, blog series featuring attendees, or a rolling news section with updates from partners and supporters will give people a reason to return. User-generated content (with moderation) can also play a role here.

5. Create planning and preparation resources

Offer practical information to help people plan for the next edition. Even if full details aren’t confirmed, content like travel tips, accommodation suggestions, packing lists, and accessibility guidance is always useful—and rarely changes dramatically year to year.

6. Highlight year-round initiatives

If your organisation runs any ongoing projects—like educational programmes, outreach initiatives, or off-season events—these should be prominent. Make sure they’re not buried behind the main event content.

7. Keep an active blog or news section

A blog doesn’t need constant updates, but a steady drumbeat of 1–2 posts a month can maintain interest and improve your search rankings. Focus on content that educates, entertains, or inspires.

Final thought

An event may be once a year, but your audience’s interest in the themes, people, and experiences you offer doesn’t have to end. By curating thoughtful, evergreen content, your website becomes more than a destination—it becomes a resource, a community hub, and an extension of your event’s identity all year round.