Incorporate these successful content strategies into your next event
Compelling content is a proven method for capturing the attention of prospective customers, by providing valuable information that solves their business problems. The benefits are clear, Content Marketing helps business “build a relationship with target audiences, bring your marketing costs down, and increase customer lifetime value.” Karl Naim, Entrepreneur, 2018.
I wonder however, if your business has considered how to build a successful Content Marketing strategy into your event activity? Don’t worry if you haven’t, simply keep reading, because we are about to share everything you need to know.
Share Event App content before an event
Content sharing is just one of the many benefits of using a Mobile Event App to communicate with attendees during an event. Even before they arrive, event attendees will be emailed a link to your customized Event App that contains everything they need to know prior to their arrival. Typically this includes details about session topics, locations and times, as well as additional downloadable content designed to capture their interest. For example sharing speaker bios or links to videos from last year’s event enables attendees gain a better understanding about what to expect from the event.
Keep in mind at this point you may not know a lot about delegates reasons for attending, so pre-event content needs to be pretty general to successfully build anticipation.
Maximise the benefits of Session Attendance Management
Send Session Check-in Mail on the way in:
Jomablue Session Check-in happens after an attendee has arrived, checked into the event and is entering a meeting room for a specific session. Trained staff greet guests and tap their Jomablue Smart Badge, in order to capture who is attending and how many people are in a particular space. This has many benefits for operational planning, but can also further engage your guests, now that you know a little more about what interests them.
Session Check-in Mail instantly sends additional, relevant content to guests as they arrive at a session. For example, this could be the presentation slides being shown during the session or a summary of what will be learned, called an Action Plan.
As you can see from this example, now that we know more about what our customers are interested in, we can send them additional content, we know they will find interesting. According to Karl Naim’s report, when we support prospective customers by giving them something to help them, it strengthens the relationship between the organization and a prospect.
Make related content available on the way out:
Session Attendance Management also supports the distribution of Additional Digital Content, usually shared at the end of a session, providing deeper insight into a particular aspect of that session. Attendees tap their Smart Badge and information is instantly sent either by email, or a text message link.
By requesting additional content be sent to them, attendees are demonstrating that they are especially interested in that topic – or a niche product perhaps. Sharing this content enables organizers to identify attendees with specialist interests, assisting significantly with post-event conversion on that particular topic.
Touchpoints are particularly beneficial for more passive event attendees wanting to seek additional content. Because this feature allows customers to download content from a fix point around the event site, they have complete control over when and if they access information. They simply tap their Smart Badge and pre-loaded content is instantly sent to them via email or text message.
Incidentally, Touchpoints are not only a convenient way to share relevant content, they also bring energy to an activation by enabling additional interactive experiences.
Deciding which content distribution mechanism to use and when
As a general guide, content needs to be more specific as it becomes more targeted. We learn more about attendees as they move through their unique event journey. So, general information would be shared with the entire group, i.e. the Event App, while specialized information about more premium or specialist services would be saved for your Session Mail and related content. Customer journey mapping can be confusing, so discuss what you’d like to achieve with your Project Manager.
In conclusion, it would be great to speak individually to each attendee that comes to your event, in order to build a relationship with them and better understand their individual needs. Realistically however, during large events that is just not possible. The Event Content strategies explained here are another way to strengthen your business relationships with attendees and understand them better, with strategies that are cheaper, measurable and still highly personalized.
If you are ready to create personalized, insightful event experiences for your attendees, contact the Jomablue team to learn more.