The journey of Event content

Creating content for big events, activations, or forums is an opportunitiy to make the most of the entire timeline. So, if not already, jump on the chance to get in front of your attendees before and after they get in front of you!

Creating consistent, bite-sized, relevant content on either side of your event often gets overlooked or treated as secondary. There’s nothing like the buzz of the live moment when everything and everyone comes together but if you consider the big picture, then the lead-up and follow-up are just as important.

Think about it: you’ve got attendees signed up so you’ve already got a captive audience. Use that access to share anything that educates, informs or excites - blogs, teasers, countdowns, behind-the-scenes clips, sponsor promos, speaker intros, venue tours – almost endless options to regularly get in front of them.

All simple but effective communications that will build excitement, strengthen the event’s identity, and make practical info easy to access. 

And once the event’s over, keep that momentum. Don’t stop at making a highlight reel or post-event survey. Do more! Keep the conversation going by recapping debates, summarising panel discussions, and definitely follow up on key announcements or promises made during the event.

The goal? Turning your attendees into loyal advocates who’ll help support and drive your objectives - whether customers, partners, colleagues, or sales teams. Take them on a journey that starts with sign-up and keeps them invested well beyond the event itself.

Here's 5 points to remember:

1. Consider and plan your engagment timeline. Look at past trends and understanding of your audience to map out the frequency and type of content before and after the event itself

2. Be visual. Big, bold imagery and typography will quickly stand out from the noise of social and business communications. Be consistent with your design style and messaging so to help your audience to recognise and respond

3. Build anticipation. Ramping up content and building excitement will keep momentuem so that when onsite, your audience are ready and engaged. Post event will still benefit from a level of excitement and celebration, so be there on the come down, as well as the build up.

4. Be helpful. Building engagement is also about being there to support. As event host, you want to make the whole audience journey as straight forward, trouble free and smooth as possible, so part of the function of contetn before and after the event should tick these boxes. How Tos, What's Ons, Where To Gos, Who's Whos etc

5. Become a community. Create a digital space that builds trust and communication between your audience. Giving them opportunities through your channels to meet, greet and debate before and after the event is an incredibly powerful relationship tool and will showcase your willingness to collaborate and offer thought leadership.

   
   

I’m usually brought in by agencies to develop, manage and deliver a range of content for their client’s events, producing dozens (sometimes hundreds) of videos, animations, and presentation materials. This includes working direct with C-Suite presenters and speakers to create engaging on-stage or virtual moments. And when I get involved early - right from the pitch or initial planning – I always fly the flag for a content strategy that spans the whole event timeline, from pre-date hype to post-event follow-ups.

So think big, think beyond the event as a single moment and as an evolving journey with you and your live audience.