Content Creation

Tag You’re It: Adding an Event Schema to Your Content


Published: September 11, 2013 (Updated: February 8, 2023)

Writing for a marketing company starts with punchy copy that’s “engaging,” but content marketing isn’t punctuated only by its periods. It doesn’t end with words. Its nuances are in the dividers and tags, the metadata, the microdata.

In the same way, there’s no such thing as a writer for a marketing company, we are all content marketers. However, unless he or she is bound by this specific title, the role isn’t so obvious. It’s time to format your writer’s title with an “<h1>” tag because your content strategy needs HTML.

Specifically, one way to improve event marketing is to ensure copy and descriptions include HTML. How? With an event schema.

The Role of HTML in Content

With the introduction of responsive design and HTML5, coding is increasingly important to content. Though new design standards don’t necessarily apply to content writers, there are still central aspects of code with which successful content writers and marketers should be familiar.

Content marketing doesn’t begin with the marketing manager. Future marketing will hold writers solely responsible for content optimization. It began with SEO and Google algorithms, microdata are just the current mode.

What is a Schema?

Microdata are a type of schema. Where metadata help to promote certain search results based on embedded tags, microdata determine how those results are displayed. Microdata essentially offer a richer experience for the end-user by optimizing structured data on the search page.

According to, “Many applications, especially search engines, can benefit greatly from direct access to this structured data. On-page markup enables search engines to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.”

Google supports data-rich schema snippets for people, reviews, products, and recipes, but schema are especially useful to event copy.

The Event Schema

Optimization of search information for the end-user is valuable to event marketers and writers. Event schema permit a detailed breakdown of event data so users can drill down to only the most relevant results. It’s possible to quickly identify events on search pages by date and/ or location.

Sites such as Yelp that contain data-heavy event sets benefit from itemization. The same is true for sites with calendars. By including rich titles, content, and microdata, writers ensure their copy is as interesting as it is accessible.

Using a Generator

If you’re a right-brained writer or marketer with no coding experience, all is not lost. Keep your skillset current by taking advantage of the latest HTML implementation tools (re: code generators). offers plug-and-paste code generators for all schema types, including event schema. Entering event information such as the description, start/ end date, and location will create code for copy. The “itemprop” tags contained in the markup make up the neat little search results data boxes that segment event information so it’s easily accessible.

Keyword stuffing is stale. If you really want to engage an audience and provide meaningful information, crack the code with schema.

What content trends would you like to know more about? Share your thoughts in the comments below.


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