Creating an event content strategy

If you want people to attend your events, you have to give them something worth giving up their valuable time for. So, ensuring the right content is crucial when it comes to shaping your agenda and finding the right messages to attract and influence your audience. But creating an event content strategy takes time. You have to think about themes, identify what type of content you need, generate this collateral, and promote it to your audience. Luckily, help is at hand, and, at Apex, we’ve been helping clients to develop effective event content strategies for over 30 years. Here are some of our top tips to help you crack the content code at your next event; making sure you deliver those all-important communications in a way that informs, impresses, entertains, and motivates. 1. Understand your audience We know we say this all the time, but insight into who you want to attend is vital to pulling off a successful event. How can you reach out to potential attendees in new and absorbing ways if you don’t know who they are and what will appeal to them? To help you to do this, consider creating ‘buyer personas’. A tried and tested marketing approach, personas are fictional representations of your various ideal attendees. These can help you to get under the skin of your visitors by giving you a deeper insight into their challenges, wants and needs. Once you understand who you are talking to, you can then craft an event that appeals directly to them.

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