The document discusses using content marketing for event marketing in 2017. It recommends focusing on quality over quantity when creating content, investing in professional native advertising alongside sponsors, and using content upgrades and lead nurturing with additional content as ways to enhance an event brand's authority, provide relevant information to attendees, and generate more leads for the marketing funnel. Content marketing is suggested as a better approach than traditional PR or media partnerships alone due to its ability to keep up with social media.