{"id":1522,"date":"2021-06-18T19:36:00","date_gmt":"2021-06-18T19:36:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/event-content-strategy-deepens-connection\/"},"modified":"2026-05-26T15:43:22","modified_gmt":"2026-05-26T15:43:22","slug":"event-content-strategy-deepens-connection","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/event-content-strategy-deepens-connection\/","title":{"rendered":"How to Hone Your Event Content Strategy to Deepen Audience Connection"},"content":{"rendered":"

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High-quality content remains one of the top ways for brands to communicate their messaging to an audience. But what does content look like for events and experiences, and how is it evolving? For experiential industry professionals, there are several important things to consider when thinking about what makes a content experience compelling \u2014 and how to approach your event content strategy. <\/p>\n

At its foundation, good content is all about fueling meaningful audience connection and engagement. In the past year, high-quality content has been propelled into the spotlight, going past simply being the topic of a session or the subject matter in a video \u2014 it\u2019s become the entire experience. <\/p>\n

When it comes to experiences, brands should treat content as the connection that forms a relationship with the audience, and keep that at the forefront of any event content strategy.<\/p>\n

\u201c80 percent of consumers say that their experience with a brand is just as important as the product or service they buy from a brand,\u201d notes Adobe<\/a>. \u201cTransform your linear, flat content into memorable, deliberate experiences. The content will build a positive connection to your brand as customers actually consume what you deliver.\u201d<\/p>\n

\u201c[Content] has to be infused with so much personality, I think it\u2019s beyond even whether it\u2019s well done\u2026 is it your brand, does it have the personality?\u2019 said Marc Herron, SVP, Strategy at Sparks in the recent TrendChats LinkedIn live discussion. \u201cBecause content is anything. It\u2019s not just a video, it\u2019s literally anything you do is infused with messaging and thematics. So, it\u2019s really how do you create that in a way that truly feels like it\u2019s speaking to that person.\u201d<\/p>\n


Get Smart About the Audience Connection<\/strong><\/h4>\n

Now more than ever, it\u2019s time to develop a clear understanding of how, where, and what your audience will hear from your brand, and infusing that into any of the content you provide. <\/p>\n

When it comes to developing an event content strategy (whether in-person or virtual), having identified a strong point of view for audiences to understand puts brands ahead. If attendees like choice? Provide it. Is the messaging murky? Clear it up \u2014 and repeat if necessary. Compassion, empathy \u2014 and really understanding who is going through the experience is what helps make content the connective tissue of an entire experience.<\/p>\n

\u201cYour content creation should be influenced by your audience\u2019s preferences,\u201d notes Hoppier<\/a>.<\/em> \u201cFor instance, a B2C event promotion might not require a podcast for promotion, so including podcasts in the content strategy could be a waste of time and resources. Consider the value your content will bring to the audience before creating it.\u201d<\/p>\n


Improved Content Experiences<\/strong><\/h4>\n

As has always been the case, content is about storytelling, sharing ideas and moments, and getting about what brands want to say. If content is king, delivery is its kingdom.<\/p>\n

We\u2019re still hearing about decreasing attention spans (which thanks to screens, does <\/em>make sense) post-pandemic, but it actually goes much deeper than that. As we mentioned in the latest Trend Central \u2014 how an audience takes in content is just as important as the content itself. Attendees are going to keep their love of choice and flexibility – and brands can use that to their advantage. Strong UX, intelligent programming and agendas, and overall good experience strategy will keep it interesting and differentiate a program from the rest.<\/p>\n

Being strategic about delivery and format is the difference between simply getting a view and really getting noticed. <\/p>\n

And that\u2019s why being strategic about where to place content into the attendee journey is critical. If there is video being used in an exhibit for example, is it an educational tool, and therefore further into the footprint of the setup? Or is it an attraction piece, located where you\u2019re projected to get the most foot traffic? If the experience is virtual, will it keep attendee attention and speak to what attendees want to see or learn? All important aspects to keep in mind as part of your event content strategy.<\/p>\n

The Takeaway<\/h4>\n

In the last 18 months, we\u2019ve all experienced a different level of access when it comes to content. For event and trade show professionals, capitalizing on this new understanding of what good content experience really means is a massive opportunity. <\/p>\n

Now is the time to evaluate your goals when it comes to your next experience and what you want to say. Think about how to authentically communicate that message and tell the story to your audience with resonant content that gets \u2014 and keeps \u2014 their attention. Because at the end of the day, the goal is always connection, and content is what creates it.<\/p>\n<\/div>\n<\/section>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

High-quality content remains one of the top ways for brands to communicate their messaging to an audience. But what does content look like for events and experiences, and how is it evolving? 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