3 Tips to Level-Up Your Content Strategy to Engage Event Attendees

Learn how to create event content that resonates and captivates attendees long after your event has ended.

Dan Lotzof

April 11, 2023

When it comes to event planning and creating an unforgettable experience, content is king. Skilled event planners know that a well thought out content strategy has the power to draw in attendees and increase buzz.

Regardless of whether you’re planning a virtual event or in-person event, it’s critical to explore creative ways to maximize attendee experience by identifying the topics and themes that are most relevant and interesting to your audience.

Finely tailoring event content to your core audience not only encourages a higher level of engagement and interaction, but keeps people interested in returning to future events!

With this in mind, below are some tips for creating event content with impact, that captivates attendees long after your event has ended.

Create a Unique Event Theme and Stick to It!

Mapping content against your event’s overarching theme is integral to keeping audiences engaged and interested. The event’s theme is its anchor, as it supports marketing efforts, helps shape the agenda, and inspires creativity. Making sure content is aligned with a central theme will keep your audience’s attention from start to finish.

When planning your event’s guiding theme, keep your audience in mind - which trends, industry issues, and current topics would they like to explore?

It’s also important to think outside of the box and get creative when telling your event’s story. A cohesive theme allows you to bake in creative breaks that are aligned with your audience’s interests.

Consider planning content ahead that speaks to your event’s theme, gets your community talking, and meets audiences where they are.

For example, keeping the conversation going on your social media channels before, during and after an event can help build hype and keep audiences involved.

Further, allowing a featured influencer to stage a social media takeover on your channels, or promoting with a multi-day countdown, can boost exposure and build anticipation.

Depending on your event format – you can also plan themed networking events or classes, provide matching merch, or encourage attendees to wear costumes to boost participation.


Choosing the Right Moderator or Interviewer For Your Event

When planning a session or panel, choosing the right moderator or interviewer is key. A successful moderator can serve as your event’s late-night talk-show host, bringing out the best energy in both the speakers and audience members.

Directly aligning your moderator with the interests of your audience and the overarching theme of the event can create a livelier Q&A and increase attendance.

With this in mind, consider which influencers or industry leaders will draw your audience in. Narrowing down your selection to individuals who are subject matter experts or industry leaders can even create a more energetic discussion, generate more buzz and increase registration leading up to the event.

How to Execute Live Q&A with Ease

For both virtual and in-person events, it can be challenging to encourage audience participation and engagement. Including a Q&A portion can be a great way to involve audiences and create a deeper connection. However, some pre-planning must be done to ensure attendees ask questions.

It’s crucial to brief the moderator or interviewer about the speakers, as well as any subjects that may be worth diving into deeper. A well-prepared moderator can seamlessly steer the Q&A portion and help derive more meaningful insights from audience members’ questions.

Further, changing up your Q&A’s format can help keep your audience hooked. Between a traditional Q&A towards the end of the session, small group breakouts, or brief Q&As scattered throughout, consider which format will serve attendees’ needs best.

For example, does your session have a longer run time? Q&A scattered throughout the session can keep attendees tuned in and break up longer periods of discussion between the moderator and speakers.

To encourage participation, you may also want to consider interactive features, including integrating questions from social media or allowing audience members to vote on which questions they’d like to see answered. Creating more immersive opportunities for audience members to participate can draw in questions and keep the conversation going.


When it Comes to Event Planning, Content Should be Top of Mind

Good content has the power to bring attendees together and create an ongoing conversation long after the event has ended.

To elevate your brand and stand out from the competition, your event’s content should be engineered with your audience being top of mind. By prioritizing a cohesive theme and designing engaging content around it, attendees will leave your event inspired and eager to know more.

Want to know more about how to design immersive event experiences for your attendees? Learn how you can rethink your event’s agenda to drive engagement in any format.