If you think back to events online, you probably would have fonder memories of those that had great content along with an excellent presentation. All your hard work is unlikely to pay off if you are unable to add value through your content.
But in this world where audiences are usually bombarded with content of all kinds, how do you create world-class content for your event and get the most out of it?
So, in 2022, the ultimate guide to effective event branding states that your content needs to have the following elements.
All Your Content Matters
Often, we tend to believe that content marketing, which is nothing but great content to promote your event and generate leads for it, is crucial. Truth be told, there is more to your content than just that. The content that you share with your audience during the event is also very important because this is what they will use long after your event is done.
For your pre-event content you need good landing pages to drive registration, promotional posts on social media, blogs, emails, videos, etc.).
For your content during the event, think of attractive presentations, videos, fun infographics, brochures, and if you’re up for it, experiences in the metaverse.
For your post-event content, you could convert your leads by sending them great post-event videos, white papers, emails, guides, and so on).
Specific Content Is Always Better
Instead of creating generic content that is likely to appeal to nobody, work harder to identify your target audience and design tailor-made campaigns for them. Something that several virtual events companies help you do is to create buyer personas. These personas have relevant information related to the demographics, occupational, financial, social, and emotional aspects of your buyer or attendee.
When you’re equipped with special detail, you can create more compelling content. So, spend some time researching your potential list of attendees and what they are like.
Your sources of information could be your existing list of customers, website visitors, customers of competitors even.
As a next step, you can decide the tone you want to use, how visual you want your content to be, what type of content you want to try- shorter or longer, etc.
How Do You Produce Great Content?
Earlier, we discussed how content should be specific. In other words, you must avoid being vague and too verbose, especially if you’re hosting a virtual event.
You need content that can get your audience to sit up and take notice. Think of statistics, anecdotes, maybe even asking questions.
Be as inclusive as you can be. Always assume that the audience consists of average readers. So, your content must be easily consumable and leave an impression.
Great content is almost always highly relatable. The reader or listener is able to experience whatever the speaker or writer has to convey. A technique that is quickly catching up to cover this aspect of content is brand storytelling. Every brand now wants a narrative that includes snippets of hardships and small victories to make itself more relatable and inspire decisions.
Include social proof in your content. All of us are more accepting of something when we know that it is popular, especially in our social circle. So, include statistics, customer testimonials, and feedback in your content.
Remember that the content you share must not only provide value but inspire attendees to take action, like signing up, or buying something. Use a combination of specific content with tried and tested psychological tricks to achieve your desired results.
You can always take the help of specialist companies like Almond Virtex, vFairs, Airmeet, Hopin, Hubilo to help you with this process.