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Enhancing Your Event with The Right Content Strategy

Enhancing Your Event with The Right Content Strategy

Delving into a new content approach at the B2B Marketing Expo

The B2B Marketing Expo recently descended on London for two days of informative keynotes and masterclass sessions, with brands such as LinkedIn, Salesforce, IBM and HubSpot all sharing their insight. The event explored various marketing trends and tactics, and one discussion topic that really stood out for me was around how we can create the right content strategy for our marketing and brand experience communications.

Reassessing the event content strategy

Jason Miller, Global Content Marketing Leader at LinkedIn, made a thought-provoking point during his session, which looked at how we need to change up our content marketing strategy. He explained that ever since we started likening the human attention span to a goldfish, there has been a shift towards creating lots of small, bite-sized pieces of content for our audiences. Miller believes a different strategy is more effective, and at LinkedIn the focus is now firmly on longer form content. He explained that we should be collating key insights and observations together into the one piece and sharing content less frequently, such as once a week. It means people will put time aside to enjoy the content and really soak it in, rather than view it while they are performing various other tasks and don’t have the chance to give it their complete attention.

This is one to consider when it comes to the way we communicate with attendees at the pre, during and post-event stages. We need to ensure the information we share serves a genuine need and helps our audiences maximise their event experience, or equips them with insights that allow them to do their jobs better. For example, it is important that we continue the conversation with delegates post-event, but it would be unproductive to bombard them with multiple emails. The solution could be a weekly trend-focused or sector specific blog, an event recap, or a quarterly whitepaper. Regular reporting is key to this, so we can determine what is working and what is not, and tailor the content accordingly.

A quality versus quantity approach

This method also translates across to an event’s content programme, which is an integral component of any event. It is important that these sessions are relevant and informative, so rather than opt for a large number of broad-ranging sessions that don’t necessarily resonate with attendees, we need to carry out the right research and utilise the data we already have to uncover what they want to get out of the event. This may mean we end up creating a content programme that has fewer sessions, yet these are highly targeted and thought-provoking.

By dedicating our resources to curating a series of show-stopping keynotes throughout the event, or sessions that respond to a need that’s been uncovered in the audience, an event will enjoy much greater success. After all, most people measure an event’s effectiveness on the learnings they take away with them. If they are armed with new insights and tactics that they can apply to their own marketing and event strategies, they’ll feel that the event is a worthwhile use of their time and be compelled to return again.

Brand experiences are an important part of the marketing mix, and the B2B Marketing Summit demonstrated that a truly successful event will embrace content to engage attendees in creative and personalised ways at the pre, during and post-event stages. We should embrace the medium to help us deliver more meaningful and memorable events for our audiences, while also ensuring our brand experiences are truly integrated and supported by platforms such as social, digital and PR.

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