Your event content is the glue that holds everything together. We like to think of it as the golden thread: an invisible seam of ideas and concepts presented in the most powerful way possible to bring your event to life.
Chances are, your event content isn’t working hard enough. In order to get the most out of your event content, you need to refresh the way you approach it.
Why is event content such a big deal, anyway?
In a world of digital everything – from ordering lunch to sharing pictures of said lunch to booking a holiday, real life tangible, face-to-face human interaction is more important than ever. Which means that your event content must foster connections between attendees and importantly, with your brand and your core idea – your ‘why’.
Event content isn’t just a filler used to occupy guests as they wait for the next speaker or the main course.
By all means, use a video montage or SlideShare to educate and entertain guests in between segments, but be careful in viewing your event content as merely “fluff”. Every single piece of content needs to form part of your golden thread, and relay value to your guests. When curated properly, your event content is what elevates the guest experience by quenching their thirst for information, entertainment and connection.
This mind-shift in thinking about event content as a strategic and powerful means of connecting with your attendees requires conscious curation.
According to TEDxSydney’s Head of Curation, Fenella Kernebone, “a shared experience will expedite the development of a relationship beyond anything we can replicate through technology” – and event content is your ticket to creating this experience. She advises that you curate content instead of managing it. In other words, think strategically about what you want your attendees to feel, the message you want to relay, and the best medium in which to do so.
Ready to take your event content to the next level? Keep these tips in mind:
Don’t manage content, curate it
By curate, we mean to sort through the clutter and choose only the pieces of content that reflect your brand message and event objective. A fair bit of research is required, as is refining and editing.
Set out strict criteria
By having some guidelines in place, it’s easier to be selective about what you use as your event content. Your criteria might look something like: “Visually-driven, snackable content that positions our brand as innovative and industry leading. All content should be in line with our company style guide. All mentions of X and Y are to be avoided. Only original pictures and copy to be used.”
Have a deadline in place
Chances are, your event content will require input from several parties. Avoid endless back and forth by setting out non-negotiable deadlines and sharing your event content criteria and brand style guide with all contributors.
Edit all content
As well as checking for typos, repetitions and plagiarism, edit out all superfluous content. Approach your event content through the eyes of your attendees – you may know your brand inside out, but they don’t. Ensure that all content is easy to understand, delivers a clear message and echoes your brand identity.
Bring your event content to life with the right medium
There are myriad ways to present event content, from live streaming your keynote speaker, to a dedicated YouTube channel where attendees can rewatch the highlights of an event. If you’re using an event app, make use of live audience Q&As, social media and speaker bios. Whatever medium you use, ensure that it clearly conveys your key idea in a way that’s relevant and engaging.
Don’t let your event content let you down. We create world-class events that combine entertaining, informative and engaging content to catapult brand awareness and solidify companies as eminent brands. Get in touch with us to find out how we can do the same for you.
