According to a report published by AWS (Amazon Web Services), engaging content is the secret to grabbing audience attention at any event, be it virtual or in-person.
Today’s virtual event attendee have evolved considerably in a digital-first environment.
The same report suggests that it’s tough to generate content that’s both fascinating and engaging for the audience.
Another report by Forrester reveals over 63% B2B attendee’s makes decision as a group rather than an individual . Not only number of people you need to cater you content to has increased, but so has the no. of interaction points both in the virtual and the in-person world. You no longer can only rely on your event content – website, social media, pre-event webinars, emails are all part of the content mix your attendee needs.
Your attendee today is a composite of individuals who need the right content at the right channel which connect the dots. Your event content needs to be unified, connected, available, flexible and accessible.
To help you to churn content that keeps your audience engaged, we have put together best practices to ensure your virtual event is a super success. Download below image or read along
Let’s get started.
#1 – Is Your Content Mobile-ready?
Mobile is the present and the future – this is no longer an argument. It’s a must have to create a mobile responsive website and an event mobile app. Both are the command centre & primary content consumption source of your attendees.
If your content is not mobile-ready with your event app OR responsive you are doomed . As shown by below graphic
#2 – Do NOT create content in silos
Your content team, marketing teams, sales teams, speakers, sponsors – all need to work collaborate to ensure the content, irrespective of who creates or curates it, is tied to the unified objective of your virtual event.
You want to create a content framework with guidelines that sets consistency. Whether it be preferred FONT, branding templates for slide decks, audio bites or even tone. It reduces confusion and helps build a unified attendee experience. According a Salesforce study 75% will switch brands if they don’t receive a consistent experience
Needless to say the content will need to to your audience’s preferred channels – whether it be virtual , on-demand videos, podcasts, infographics, SEO or social.
#3 – Always take note of emerging trends
Staying on top of industry trends is essential for building trust and instilling confidence among stakeholders that you have control over the business.
Every year, there is a shift in tech trends, building up the event content strategy around it helps the audience to get connected with the event. For ex. Podcasts aren’t new in digital content space, but recent years have shown a huge spike. Leading to startups like Clubhouse and live audio events.
So are you converting your knowledge & key note sessions into podcasts?
#4 – Think engagement first
Your attendee no longer consumes content leisurely. Today they have a lot of content with short attention span. Your content will need to catch the user’s attention, otherwise they will ignore.
Today’s virtual events use various forms of interactive content. Your content needs to be able to have a two-way conversation with your audience. You no longer can just expect to giveaways books and brochures. Buzz Feed Quizzes are a great example how you can transform boring content into highly interactive – 96% of Buzzfeed contests users actually complete them!
Some of the best examples to keep the audience engaged with content is through Gamification, polls, quizzes, and Q&A sessions.
#5 – Embrace video content & live streaming
2020 changed everything we ever thought of videos and live streams. It unlocked the huge potential videos provided that earlier was restricted to professional studios and high-production events. Today with cost-effective equipment and easy-to-use platforms anyone can produce videos.
More importantly it has become the most popular content type consumed by users whether it be for entertainment, educational or sales. Videos are everywhere and virtual events played a key role in expanding its use cases as seen in a recent study
Marketing campaigns that involve video content encourage client connection and create a more personalized experience, while live-streaming assists firms in standing out from the crowd with their marketing efforts.
#6 – Focus on User-Generated Content (UGC)
According to Travel Counsellors, 96% of travelers trust personal advice over commercial content. This is applicable not only in the tourism industry but also in all other industries.
UGC helps humanize your brand and build trust. Especially Millennials who not only love creating content but also seek UGC to validate their trust unlike branded content
That’s why user-generated content is an important part of many marketing campaigns. Attendees trust content other attendees create – It not only can increase event awareness, lower marketing expenses, but also build your virtual event community.
Event apps pay an integral role in creating user content. Using content posted on event app your event gets promoted through actual reviews, photos, and videos posted by attendees. Creating a hashtag for your event, bringing an influencer on board is a good way to leverage the benefits of UGC.
#7 – Personalise content
In the age of artificial intelligence(AI), big data and machine learning(ML) you will fail if you are not giving relevant content to your attendees. Today information-rich and tech-savvy users are using tech to consume more in less time. They are no longer passive observers of a billboard.
They consume personalised, contextual relevant content at the time and channel of their choosing
Don’t be afraid to ask for data. Earlier what was seen with scepticism, today they are willing to exchange their data for a unique personal experience . As seen in a survey almost 52% will leave if you won’t make recommendations of content and networking based on personal preferences . Same survey says the below stat.
#8 – Repurpose content post-event
Your event no longer is restricted only for the days of the session. Use branded content and UGC generated from your virtual event to continue the excitement and extend the event experience.
Using content after an event is a great method to get direct feedback from attendees about their experience. Customer response and lead generation may both benefit from effective content management in future events.
Sending emails with interesting and appealing content, NPS (Net Promoter Score) surveys, and feedback forms is a good way to connect with the audience and gain actionable insights.
#9 – Transform your content into an event marketing tool
Getting yourself heard can be a challenge in today’s digitized environment when people are being constantly bombarded with content. But having an effective content marketing plan is imperative to the success of the modern business.
Incorporating a powerful online resource collection that includes images, infographics, audio, and video content that generates curiosity among your target audience. It will generate curiosity among your target audience, especially when you are ready to market the next virtual event.
One of the difficulties in the context of ‘content for events’ is analyzing what kind of content will help in attracting the audience. To overcome this problem enterprises can use tools such as Google Analytics to analyze consumer data and behavior and understand what kind of content generates users’ interest.
The event industry is rapidly changing, and there has been a race to provide content that would appeal to a growing audience. We hope that these best practices come in handy in managing your content at the next event.
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