The role of content in event organisation has seen remarkable changes in recent years, thanks to the growing importance of content and value that the event offers. Building and providing a suitable content strategy will largely impact the participants therefore advance the effectiveness of the virtual event, even when it finishes. So how does content strategy work?
Content Strategy is to provide direction, principles, models, methods, and tactics to develop content for marketing purposes. A good content strategy will help build a solid framework for the website structure, focus on keywords that make a difference, identify the types of content that the website will cover, the writer, the writing style, as well as the process of posting, publishing, and above all, ensuring to suit the needs and desires of the target customers in each stage of the website / brand development.
For an online event, building a content strategy tailored to the purpose of the event is one of the organisers' important priorities. Here are our tips for factors to consider when creating content strategy for online events.
Tip 1: Formats & broadcasting platforms
With online events, virtual events or hybrid events, live discussion sessions should be easy to operate and use; as it is often difficult for attendants to listen and participate in the live discussions. Operation methods and broadcasting platforms should be studied carefully to avoid unexpected incidents for participants. The context and target audience of an event should also be taken into consideration while choosing the streaming platforms. For example, if social media streaming is selected, chosen pages/accounts should be in accordance with the nature of the event. A conference of current affairs or an online panel discussion among experts might be suitable with specialised pages/accounts that are popular among writers. These include Facebook pages/groups and blogs of writers with high traffic and interactions.
Tip 2: Focus on interaction
Attendees to an online event will be more likely to interact given the opportunity to. During live discussion sessions, participants can leave real time questions in the comments or live chat sections. The audience are prone to raise questions revolving around the current topic and they wait for them to be answered. Editors should always be standby to keep track of the questions, raise it to the guest speakers or panellists for answers.
Interaction features are always important and prioritised for any streaming platforms. The organisers can encourage the audience with mini surveys or mini games related to the topic of discussion. Actions like acknowledging the questions or requests raised from the audience, calling for participation, or asking viewers to leave comments/feedback about the event will both please the live audience as they feel valued; and gain feedback for the post event reports and evaluation.
Tip 3: Providing event materials
The visual communication has always been highly effective from online event attendees as they easily read and see eye-catching content designed with easy-to-read fonts and clear colors. In some cases where the display content is not clear or annoying for attendees with the layout displayed on the screen, providing the documentary content of the event to the audience is an effective solution to solve the problem, regardless of pre, during, or post event. The provision of documents also helps attendees to more quickly capture important pieces of content during the event and prevents them from missing out on the desired sessions.
Tip 4: Video on Demand (VOD)
It is normal for attendees of an online event to want to revisit some or most of the sessions for important information. When choosing the broadcasting platforms, make sure that the MC or speakers announce the VOD as a reminder for the audience not to miss the after event availability.
During a presentation in a virtual event, presenters often are too immersed in conveying the core information; while the audience also expects to be more engaged and understanding - the other values rather than the content of the slideshows. Speakers therefore should not be totally rigid, they should be interacting with the audience like in a physical event, with body language, gestures and eye contact… Simple language is also a plus along with repetition of key information including the VOD will also be helpful. For example, during a past hybrid event that CREATIO has done for MSD Vietnam, on the Online launching of “Young Voices in Vietnam Report”, both the MC and guest speakers used to emphasise on the key message of the event, repeat the important information several times during the broadcast, therefore conveyed the objective of the event: “listen to the aspirations and wishes of young children”.
Tip 5: Continuing Education Unit (CEUs)
Attendees of any event, whether online of physical, would often look forward to the training content throughout the event. The benefits that they gain from attending are what hooks them in the most. If the educational content hits their spot of interest, whether they are the specialised knowledge, mental or psychological issues… they are willing to pay to attend. Other incentives including vouchers or discounts are also some of the effective ways to incorporate in the content strategy for higher engagement.