Content is (still) king: how to develop a content strategy for your virtual event

Content is (still) king: how to develop a content strategy for your virtual event | MCI Danmark | DK

March, 02 2021

Content is still king, even, if not more, for virtual events. A sound content strategy that creates a story, educates and engages the audience and builds trust in your brand will set your virtual event apart from the competition and provide real value to your attendees.

Is there an event without content?  

Content has always been the foundation of any good event. Now that virtual events have replaced in-person ones, this is even truer. 

Without a venue, catering or real-life interactions, your content is your event. On top of that, the market is currently saturated with virtual events, webinars, live streaming and so on.  

That’s why it is more critical than ever to focus on ideating a solid content strategy for virtual events that will set your event apart and provide real value to your audience. 

How? Here is our professional advice in 4 actionable steps.

1. Include storytelling into your virtual event’s content strategy 

The first and most important thing to do when designing an online session is to think of it as a story. Stories have been a powerful communication tool for centuries because our brains are wired to remember things much better if they’re told as a story instead of just mere facts. 

What are the elements of a good story? 

  • A strong opening 
  • Chapters 
  • A strong ending. 

So put thought into your content and wireframe your sessions so that you create a logical and cohesive narrative that attendees can follow throughout the virtual event. 

2. Use your content strategy to educate your virtual audience 

The real value you can provide to your audience is making them feel smarter after they’ve attended your virtual event. People attending your event are investing time – and sometimes money – to join, so you have to make it worthwhile.  

Give your audience exclusive insights they won’t find anywhere else, and find speakers who are highly knowledgeable in a specific topic.

Industry experts, key opinion leaders and subject matter experts can all bring their unique expertise and viewpoint to your event, making it a not-to-miss learning opportunity for people in your field. 

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3. Ideate a content strategy that builds trust in your brand

A virtual event can also be seen as an ecosystem where your brand comes to life and where your audience can experience it in a more direct manner.  

This can have a great impact on your brand trust and equity in the marketplace. 

That’s why every component of the event – from production to marketing – must reflect your brand values – and the values of your audience. 

This is essential for content, too. Ask yourself, how do you want to be perceived by your attendees?  

As more traditional and reliable, or as young and creative? 

The answer will depend on your offering, positioning, target audience, and industry.  

It's also fundamental that the people who will deliver your content – your speakers – align with your brand values and messaging. 

They will become the embodiment of your brand in the eyes of your attendees, so there needs to be an authentic fit. 

4. Combine your content strategy with 2-way engagement 

Nothing makes people feel closer to a brand and its mission than being part of a shared experience. 

Yes, it is important to educate and build a story with your content strategy, but not at the expense of engagement. 

Embedding interactive moments into your virtual event will not only foster a sense of community among your attendees, but will also help retain their attention. Attention is everything online, so always present your content in a way that is interesting, engaging and new. 

So, rather than thinking of your virtual event as a one-way communication where you share information with the attendees, see it as a two-way street where the audience is an equal contributor. 

Use all the tools at your disposal – from Q&As, polls, quizzes to content co-creation – to drive the engagement.That is the fuel that will ultimately form a community around your brand. 

And don’t forget that engagement starts way before your virtual event and ends way after. This means investing time to create – before the event – content marketing and social media campaigns. After the event, content collaterals, also on-demand, that can extend the life cycle of your virtual event even long its end date. 

Content is king, even in virtual. Your virtual event’s content strategy should have a clear narrative and communicate your brand while educating and engaging the audience. 

Are you planning a virtual event for your organisation and are you struggling with translating your content into an engaging, educational and brand-aligned virtual experience? Get in touch with us to learn how we can help you. 

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