Why is content so important?

When hosting an event for clients and customers, you want to ensure they know as much as possible about your company and using digital content is one of the best ways to do this. They need to be engaged, informed and understand the purpose of the event you’re throwing. While networking and branded items can do this, it’s only to a certain extent. The real way to fulfil this task? Through impressive content. By having a LED screen at an event with different messages, marketing materials and the chance to showcase full-length films if you want to, your options are limitless. 

How do I produce effective digital content for my event?

When it comes to producing effective content the first thing you need to consider is your target audience. You need to think about their age range, who exactly you are targeting and their geographical location. Make sure your content answers any questions they might have and makes them excited for whatever it is you’re announcing or showcasing. You want to pique interest, inform and excite and it is vital you create a connection with them.

What is the right level of digital content?

While content is key for your event, think about how much you want to show. What do you want your audience to take away from your event? Is it an update on a product or service? Do you want to show something completely new? Is it a B2B or B2C event? These are all factors that can determine the content you show. 

You can have pre-recorded speakers, films to highlight what you are showing, a slideshow of images and more. You can run polls that show live results on a screen as they come in, or have your audience play live games or quizzes. If you choose to pre-record the content (or elements of it) prior to the event, you can edit this to add in interactivity and also make the content available for attendees to download and watch again once the event has finished. It can also tie in with social media, so if you have a dedicated hashtag for example, you can see what people are tweeting about the event as it happens. This can encourage interaction such as questions and feedback.

What can great content do at your event?

Content is your voice for attracting new customers and retaining existing ones. It is what makes a statement, informs people what you are about and entices people in. They will learn exactly what you’re about, what you offer and how you can help them. By using the right tone of voice and language you will continue to show your customers why they shop with or do business with you and just why you can be trusted. Good content will answer any questions that they might have – usually before they even realise they need the information.

What do the statistics show?

In-person events simply can’t be rivalled in the level of interaction and personal connection they offer. From conferences, exhibitions and seminars to product launches, they are a highly effective way to build, establish and grow your brand. And that is why the content you show is so important. According to UBM’s research collaborator Laura Forer of MarketingProfs, “Ninety-six percent of attendees look for information prior to attending an event, and 90% continue that search post-event. Effective content before, during, and after an event is vital to the overall experience.” A report from the Content Marketing Institute found that three-quarters of content marketers cite in-person events to be the most effective content marketing strategy.

This statistic coupled with a recent event marketing study that shows event marketers believe events are the most effective marketing channel and it is a no-brainer. In fact, according to a poll by EMI & Mosaic in 2016, 84% of event attendees said they had a more positive view of a brand, service or product after attending their event.

Content is vital for elevating your event. It will engage attendees, create talking points and encourage interaction. It makes for a much more memorable event that can drum up new business and entice in new customers. If you are looking for unforgettable content for your next event, get in touch with the team here at Bigabox. From high quality LED displays and mind-blowing audio to projections and displays we can work with you to ensure your event goes off without a hitch. Check out our website for our full range of services here.

Got a conference, exhibition or brand event coming up? Start a conversation with Bigabox today to see how we can enhance the content at your events.