Most Atlassian admins know Confluence as the go-to platform for internal documentation. And it can be a lot more, too. Beyond technical specs and project notes, Confluence has the potential to be a central place where company culture comes to life.

One key cultural touchpoint for that are internal events.

Whether it’s a holiday party, release webinar, customer summit, or something else, a well-promoted event creates connection, sparks energy, and builds momentum across your organization. But that’s not always an easy task. 

In this blog post, we’ll explore why Confluence is a powerful platform for promoting and coordinating your organization's events, explain how you can set up a high-impact event hub, plus share a free custom event template to get you started.

Why use Confluence for your events planning?

Even the best company events can fall flat if they're poorly communicated. Common issues range from basic oversights – like buried details or unclear agendas – to subtler pitfalls, such as lack of context, limited accessibility, or generic messaging that fails to spark interest.

Sometimes, the promotion effort feels like an afterthought, with scattered information across emails, chats, or intranet pages. That’s where Confluence can be a massive boon. With the right setup, it functions as a strategic communication tool that helps you centralize event information, guide users with smart layouts, and enable interactivity.

Building blocks of a high-impact Confluence event page

Building a “just OK” event page is easy. Building a high-impact event page, however, requires intention. Along with learning and understanding best practices for Confluence page design, there’s specific things you should keep in mind as an admin when designing for event promotions. 

Here’s a simple design framework you can use:

1. Clarity

At a glance, users should know: What’s the event? When and where is it? Why should they care? Use bold headings, icons, and date/time widgets to make core info unmissable for users. You’ll also want to Include a one-liner elevator pitch for the event that summarizes why people should attend.

2. Hierarchy and flow

Use headings, section breaks, and visual elements (like banners or icons) to guide readers through the information in a logical, inviting way. 

When it comes to info, lead with the essentials and follow with detail. For example, start with the what/when/where, then dive into the agenda, speakers, and action items. Use bullet points, visual anchors, and collapsible sections to reduce info overload.

3. Interactivity

Add RSVP links, registration forms, or embedded calendars. More interactivity is a strong path to higher user engagement. Consider adding a “Ask a question about this event” comment thread to capture feedback and remove blockers early.

4. Contextual storytelling

Connect the event to broader team or company goals. Why does this event matter? Help teams see the bigger picture. Add a short narrative or quote from leadership to tie the event into your company’s mission or quarterly focus (if it makes sense to do so). Include links to related past events, planning docs, or follow-up pages to show continuity.

How to promote your organization’s events across Confluence

Once your event page is planned and set-up, you’ll need to make sure people know about it.

The challenge for an Atlassian admin at this stage is clear: If teams don't know about your event (or can't easily find information about it) they won't engage. A thoughtfully designed Confluence event hub solves this by making events visible, accessible, and compelling. Remember that good UX isn’t just for your public website. Internal event pages deserve the same care and craft.

The key idea is to treat each event like a mini-campaign. The phrase “repetition with relevance” can help guide your actions as you take steps to drive awareness and excitement of your events.

Practical tactics for success

1. Confluence macros for visibility

Use macros like “Page Properties Report” to showcase pages related to your upcoming events on key team pages and dashboards. Highlight events by tagging them in labels and pulling them into a central location with dynamic filtering. You can use the “Task Report” macro to assign event responsibilities. 

2. Cross-channel amplification

Pair Confluence pages with Slack reminders, email digests, or Confluence notifications. Multiple touchpoints ensure that no one misses out on learning about the event.

3. Publish custom events pages and modules to your intranet, partner portal, and more

With Refined Sites for Confluence, you can promote your organization’s events right on home and landing pages where everyone can see them. Use the Events feature to create a visually polished event page that feels less like documentation and more like a real invitation. You can customize layouts, improve navigation, add branding and sign-up links, and more for a richer user experience tailored to the needs of your event attendees.

4. Integrate with Jira Service Management (JSM)

JSM can also be a handy tool for event promotion. For complex events like company-wide offsites or product launches, you can use JSM to track issues or post-event follow-up tasks. Leverage announcement banners or custom modules on your JSM support portals to surface important event updates. You can also embed Confluence event links in custom modules within the portal, making events part of the support experience. This is especially useful for IT-led trainings or onboarding events. 

Refined Sites for Confluence allows you to go further and achieve deeper Confluence and JSM integrations than with native Confluence. You can incorporate JSM request types right into your page designs – letting users file requests directly from resources like HR policies, IT instructions, or onboarding materials – making event prep for users even easier.