Over the past few years, some of the most important concepts surrounding the conference and event planning industry have experienced a dramatic transformation. This applies to delegates and their role, the definition of conference content, and how conference content is distributed. Nowadays, continuous engagement and quality interactions are expected before, during, and after a conference. To meet these requirements, content must be expertly crafted, presented, and delivered. In this article, we present an overview of the best practices to help you meet these requirements.
Top Criteria For Effective Conference Content & Meeting Management
One of the keys to a successful conference experience is delivering the right content using the right information channel. Quality content matters, but the way in which it’s delivered is just as important when it comes to making an impact and generating a positive response. Using content and channels that are unique and highly engaging make information easier to absorb and remember – one of the goals of modern conference management. Successful conference content distribution is effective when the following criteria are met:
- It follows a strategy that’s consistent with the conference’s branding and uses channels delegates routinely engage with.
- It’s hyper-targeted and relies on Big Data, which you can use to get to know your audience, what they want, and what would impress them.
- The distribution strategy is measurable since event metrics will tell you what works and what doesn’t.
- It’s planned along a time continuum, instead of being limited to the actual event.
The latter is especially crucial if you’re looking to make a lasting impact with your conference content, so we now delve into it in more detail.
Pre-Conference Content Distribution
At this stage, your goal should be to generate anticipation. To achieve this, release conference content gradually, revealing event highlights in a way that builds momentum. You can do this on the conference website, via e-mail newsletter, or creating an online community. For example, Content Marketing World holds weekly Twitter chats related to conference topics. Similar tools include the groups within LinkedIn and Facebook Live. You can also use social media so that speakers reveal snippets of their talks, or have them answer questions from those interested in attending.
For effective in-conference content distribution, think beyond what’s in your programme. Here you have the ideal opportunity to use content marketing tools like video content, which is still vastly underused but has enormous potential for engagement. Some key areas to consider include attendee-generated video. For example by appointing conference ambassadors, which can assist in brand development since delegates often find them more relatable. Another option is to collaborate with influencers in your sector or create a news network available on your website and social media profiles. This doesn’t need to be overwhelming – you can get ideas on the type of content and tools needed by reading about the news network created by the Healthcare Information and Management Systems Society. Snapchat and Instagram stories are other great tools to distribute in-conference content. Photos or videos are only available for a limited time, which generates a sense of urgency and exclusivity. You can use this to deliver behind-the-scenes content or sponsor deals.
According to a recent survey, only 55% of organisers re-use conference content once the event is over. Repurposing content can help establish your reputation as an industry leader, especially if you do it with an educational focus. Curated content is effective in this respect. This could include
- creating a content library with remote access
- circulating presentation slideshows
- re-broadcasting content from your news network.
You could also create a conference video and upload it to your website, ending it with a call-to-action to encourage future attendance. Yet another content creation idea: put together a conference e-book with interviews and even attendee sketches, or use this content in your website’s blog.
Conference content distribution is a strategy that can amplify your event’s message and build recognition. To make this strategy work for your event, design an engaging conference experience that’s relevant and adds value to attendees before, during, and after the event. Get in touch with Congrex to discover how to find new opportunities for content distribution that help you achieve your event’s objectives.
Congrex Switzerland is an internationally operating agency delivering customised solutions. This encompasses the overall organisation of conferences and meetings including the management of hotel rooms and the strategic consultancy. Annually Congrex Switzerland organises approximately 45 events with over 73’000 delegates. Amongst our clients are international associations, governmental organisations and corporations.