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Dana Larson | VP, Content Strategy | Opus Agency Six Reasons You Need Event Content Strategy

Six Reasons You Need Event Content Strategy

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Dana Larson | VP, Content Strategy | Opus Agency

Six Reasons You Need Event Content Strategy

2OPUS AGENCY 2

WHAT TO EXPECT IN THIS EBOOK

» Introduction

» Event Content Strategy: What Are We Talking About?

» Six Reasons Content Strategy is Important

1. Create Internal Alignment

2. Target Your Content

3. Attract Your Audience

4. Enhance Audience Engagement

5. Improve Brand Recognition

6. Increase Purchase Intent

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INTRODUCTION

Event Content Strategy for Everyone

In an increasingly competitive environment, brand marketers are investing more in their event content with the aim of attracting attendees and creating powerful engagement around their key messages.

Add to that an industry all abuzz with predictions on how data-driven, personalized content is going to change the way

people experience events, and the need for content strategy becomes much clearer.

But what will you ultimately gain from it?

To help you understand just that, we’ve put together this e-book that outlines six steps (and their associated benefits) to

implement a content strategy for your events. And, to get you started on the right foot, you’ll find a quick explanation of

what event content strategy is coming right up.

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EVENT CONTENT STRATEGY

What Are We Talking About?

The unique value that events provide over any other marketing communications medium is the opportunity for live interaction. And, certainly, content strategy for keynotes and breakout sessions—carefully planning the messaging and delivery—is part of that. However, we define event content a bit more broadly.

It includes more comprehensive brand messaging that might be reflected in the event branding, agenda design,

pre-event content marketing, and on the event and company websites. It includes the articulation of the event’s value

proposition, which is integral to audience acquisition planning and the sponsorship prospectus creation. And it also

includes all of the internal and stakeholder communications that are so essential for gaining consensus and support

for the event.

EVENT CONTENT STRATEGY IS APPLIED TO:» Audience Segmentation / Personas » Brand/Event Messaging » Pre-Event Marketing » Audience Acquisition » Agenda Design

» Keynotes » Breakout Sessions » Communications Planning » Digital/Social Planning » Post-Event Marketing

5OPUS AGENCY

Conventions and events are expected to expand 44% from 2010 to 2020.

USA-Expo

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SIX REASONS

Content Strategy is Important

Given everything it encompasses, content strategy is an essential step to ensuring your content is accurate, coordinated, consistent, timely, and most importantly, relevant.

That's the strategy part.

Sounds pretty good, huh? Keep reading if you want to learn six more reasons content strategy is important.

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Create Internal AlignmentONE OF THE MOST IMPORTANT “GIFTS” you can give your event content is alignment.

Invariably, there will be a host of different elements that need to be created—from internal

communications and demand gen emails to a keynote script, website, and signage (and more!).

Engaging in some early planning, even before you get into the strategy, will help ensure everyone

is driving towards the same goal. Keep reading to learn 3 ways you can gain internal alignment. 1BENEFIT #1

Ensures everyone is driving towards the same goal while

utilizing the most efficient resources.

“#ContentStrategy keeps your #events accurate, coordinated, consistent, timely & relevant. @OpusAgency #eBook: bit.ly/EventContentStrat”

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1: CREATE INTERNAL ALIGNMENT

We like to start creating alignment by:

» Establishing goals for the event. Maybe the primary goal is to increase brand awareness with a certain

audience. Maybe it’s to launch a new product. Or maybe it’s a combination of both. But until you know

the goals, you can’t develop a cohesive strategy, so take time to get everyone aligned on this.

» Determining how success will be measured. What KPIs will indicate success? Will surveys be

fielded? How will you know if you nailed it? Be sure you can answer all of these questions.

» Identifying roles for everyone on the project. Consider creating a RACI chart to identify

who takes the role of being Responsible, Accountable/Approver, Consulted, and Informed.

For example, will the agency be responsible for sending out and tracking emails or

will the client’s internal team take on this role? Does an executive need to be the

final approver?

RACI MATRIXResponsible Approver Consulted Informed

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A goal without a plan is just a wish.Antoine de Saint-Exupéry

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2Target Your ContentIF YOU GIVE YOUR AUDIENCE CONTENT they care about, then you can consider your strategy a success. Without a personal connection to content, people will tune out. With it, they will engage, and potentially even amplify your content by sharing it.

To increase relevance and make a connection, you must first understand the audience’s needs, wants

and pain points across the lifecycle of your brand and services. And since everyone is different,

you’ll want to segment your audience so you can target the content.

BENEFIT #2

Targeting your content makes it more compelling

and engaging to your attendees.

“Audience segmenting & content targeting key to engaging, shareable #events. @OpusAgency #ContentStrategy #eBook: bit.ly/EventContentStrat”

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2: TARGET YOUR CONTENT

Segmenting: A Good Time To Think Inside The Box

» Segmenting your audience—for example by industry, role, status (prospect vs. customer), product,

demographics, etc.—enables you to create unique and relevant content and experiences that can be

measured against specific attributes. Let’s say you have a Functional IT audience (role) within cyber

security (industry) who desires hands-on tutorials with tech staff. Knowing this can affect the

format of an event, the type of content that you create and share, and the way you promote

it. All with the goal of making the experience more relevant and useful to the attendee.

» Let’s Get Persona! One very effective way to define unique audience segments is to use

personas—descriptive representations of each of the key audience segments you’re

targeting. They provide a snapshot of the needs, wants and desires of each

audience segment, enabling you to create a more targeted and effective

strategy. Personas can be created using data from personal interviews

and focus groups, registration data, surveys, marketing plans and

third-party research.

12OPUS AGENCY

More than 80% of tech professionals said they are more likely to visit your booth if they’ve heard about or connected with you before the event.

UBM Whitepaper Industry Event Marketing: Adding Pop to Your Strategy

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Attract Your AudienceENSURING THERE ARE ENOUGH ATTENDEES to make your event come alive is job one. The trick is to find the right communication medium for each of your target audience segments and match them up to your overall event goals.

For example, if you’re planning a free event with a wide-reaching audience, you may want to leverage

social media and paid search. However, if you’re planning a private, invitation-only event, then

you’ll likely want to stick with a more personal approach, such as email or snail-mailed invitations.

You’ll also want to plan for multiple communication tracks—one for prospects

and one for registrants. This further customizes the messaging and

calls to action.

Determine your audience acquisition plan up front to customize

messaging by audience, media type and timing.

3BENEFIT #3

Increases conversion rates and engagement through customization.

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3: ATTRACT YOUR AUDIENCE

Tracks, Timing and ToneAs you’re planning your audience acquisition strategy, you’ll want to include:

» Track: Are you speaking to prospects who have never attended your event? Or diehard evangelists who

wouldn’t miss it for the world? Have they registered? Or are they still on the fence? Ensure your plan

has a way to answer all of these audience needs (and the questions we didn’t ask).

» Timing: Typically, you’ll start out with more infrequent and informal communication—think

“Save the Date”—and end up with more detailed and frequent outreach—such as agenda and

speaker updates, mobile app promotion, etc.—as the event nears.

» Tone: If you’re speaking to someone who’s not yet registered, your tone will need to be

a bit more persuasive. However, once someone has registered, it’s time to be direct

and informative while building to a crescendo of excitement leading up to the

event. This is your chance to prime the audience.

15OPUS AGENCY

…‘the experiential event practitioner’ must offer technological and interactive events that will capture the emotionality of the audience in order to be successful in an ever-changing and complex global environment.

Excerpt from The Future of Events and Festivals

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Enhance Audience EngagementONE OF THE BEST WAYS to enhance audience engagement is to include attendees in the process. Just as you may inquire what someone wants for their birthday in hopes of buying the perfect gift, it’s important to include attendees input into the design and value proposition for the event. You can get this input actively or passively.

» Passive Involvement: Use surveys and data from past events to glean insights you can

use to enhance your upcoming event. Also, track the interest, engagement and

sharing of sessions on the pre-event website.

» Active Involvement: Invite your target audience to share their thoughts

on what they’d like to see and experience. Let them vote on the speakers

and content they find most interesting.

4BENEFIT #4

Drives repeat attendance, higher profits and word-of-mouth advocacy.

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4: ENHANCE AUDIENCE ENGAGEMENT

Once you have a content plan ready, set the stage for your event with:

» Content from exhibitors—whitepapers, video, editorial coverage, website content, etc.

» Interviews with speakers—via website/digital radio and/or podcasts; encourage

commenting to drive engagement

» “What to Expect”/”Inside the Event” content—drive engagement and

amplification through email and social media that gives users a sneak

peak into your event

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4: ENHANCE AUDIENCE ENGAGEMENT

People attend live events for an experienceSO IT’S IMPORTANT TO DO MORE than simply talk at them. Make the experience interactive and engaging by:

» Securing a dynamic host and presenters

» Incorporating video, live polling, and audience interaction

» Offering group and networking activities

» Ensuring there is input for all senses (sights, sounds, touch, even smell

and taste when appropriate)

» Providing mobile event apps that encourage networking,

messaging/sharing, and interactivity

19OPUS AGENCY

75% of B2B marketers rate in-person events as the most effective marketing tactic.

2016 B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs

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“75% of B2B mktrs rate events most effective mktg tactic—hinges on great #ContentStrategy! @OpusAgency #eBook bit.ly/EventContentStrat”

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Improve Brand Recognition THE ENTIRE EXPERIENCE—what attendees see, hear, do, and who they meet—can influence how attendees feel about a brand. To drive positive perception:

» Ensure you have a strong event brand platform that aligns with your corporate brand.

» Find a balance in what/how you present—63% of attendees said they did not want too much

of a sales pitch, but 69% said they want tech/product demos*.

» Deliver more of the content people are seeking—57% want technology specs or other

“how to” materials/workshops; 45% want business case information; and 43%

want new product announcements and new launches*.

* UBM Whitepaper, Industry Event Marketing: Adding Pop to Your Strategy

5BENEFIT #5

83% of consumers say event content greatly or somewhat improves

their brand perception.

21OPUS AGENCY

87% of consumers say live events reach them more effectively than television advertising, and 98 percent say a live event motivates them to buy a product.

Event Marketing Institute

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Increase Purchase Intent USE CONTENT TO MAXIMIZE the entire attendee lifecycle and create deeper, more personal connections that can drive purchases.

» Begin the relationship prior to the event with targeted content

» Stay connected during the event (e.g., push notifications in mobile app, social media).

» Build on the relationship post-event by using attendee data to extend the conversation. 6BENEFIT #6

Long-lasting relationships help drive brand affinity and loyalty that

lead to purchases.

“#ContentStrategy maximizes attendee lifecycle pre/during/post #events to boost purchase intent @OpusAgency #eBook bit.ly/EventContentStrat”

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6: INCREASE PURCHASE INTENT

Use content to maximize the attendee lifecycle:

» Sneak Peek: Speaker Content

» Interviews/ Q&A Sessions

» "Inside the Event" Previews

» Testimonials

» Pre-Event Networking

» "Up Next/Now Playing" Alerts

» New Product/Solution Reveals

» Live Polling/Reviews

» Live Videos

» Networking

» Survey/Poll Results

» Top Tweets/Quotes/Reviews

» Product/Solution Updates

» Event Content

» Event Video/Images

Before the Event During the Event After the Event

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Event Content Strategy for AllDeveloping the right content is one of the most important steps in delivering an engaging and memorable event. From the moment you first reach out to prospective attendees to the post-event follow-up, every piece of content must be appealing and relevant if you’re going to hold their attention.

With a strong content strategy, you can do this and build brand affinity and purchase intent. Just follow the steps we’ve

outlined in this eBook.

Need help? Opus has full-spectrum event content strategy experience—from audience segmentation to audience

acquisition, event messaging to keynote design, and so much more—and we’d love to help. If you’re interested in

partnering, contact Kristin Waters.

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OPUS AGENCY is a brand events and marketing agency. We create and manage hundreds of

events and campaigns every year, all over the world, including things like strategic executive-level

summits, immersive brand experiences, and conferences with 30,000 attendees. We have amazing

people who share strong values, and a specific methodology that ties everything we do to

customer success. We call it TeamCS™.

Dana Larson

Drawing on more than 20 years of content and marketing experience, Dana is responsible for

developing digital and content marketing strategies, enabling Opus clients to optimize their

conversations with their audiences in and around events.

A highly regarded thought leader in the world of content marketing, Dana has written

articles on content strategy and marketing that have moved industry players into

taking sides and taking action. She has spoken at key industry events, including the

Gilbane Conference, and at corporate-wide marketing events for industry leaders

such as McKesson. Delivering winning content strategies for clients such as

Alaska Airlines, Farmers Insurance, Johnson & Johnson, Stanford Health

Care, Verizon Wireless, Symantec, Wells Fargo, Visa, and many others

continues to fuel her passion.

Dana Larson | 971-223-7932 | [email protected]