In an increasingly competitive environment, brand marketers are investing more in their event content with the aim of attracting attendees and creating powerful engagement around their key messages. This e-book, outlining six steps (and their associated benefits), will help you implement a content strategy for your events.

1. Dana Larson | VP, Content Strategy | Opus Agency
Six Reasons
You Need Event
Content Strategy

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WHAT TO EXPECT IN THIS EBOOK
»» Introduction
»» Event Content Strategy: What Are We Talking About?
»» Six Reasons Content Strategy is Important
1. Create Internal Alignment
2. Target Your Content
3. Attract Your Audience
4. Enhance Audience Engagement
5. Improve Brand Recognition
6. Increase Purchase Intent

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INTRODUCTION
Event Content Strategy for Everyone
In an increasingly competitive environment, brand marketers are investing more in their
event content with the aim of attracting attendees and creating powerful engagement
around their key messages.
Add to that an industry all abuzz with predictions on how data-driven, personalized content is going to change the way
people experience events, and the need for content strategy becomes much clearer.
But what will you ultimately gain from it?
To help you understand just that, we’ve put together this e-book that outlines six steps (and their associated benefits) to
implement a content strategy for your events. And, to get you started on the right foot, you’ll find a quick explanation of
what event content strategy is coming right up.

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EVENT CONTENT STRATEGY
What Are We Talking About?
The unique value that events provide over any other marketing communications
medium is the opportunity for live interaction. And, certainly, content strategy
for keynotes and breakout sessions—carefully planning the messaging and
delivery—is part of that. However, we define event content a bit more broadly.
It includes more comprehensive brand messaging that might be reflected in the event branding, agenda design,
pre-event content marketing, and on the event and company websites. It includes the articulation of the event’s value
proposition, which is integral to audience acquisition planning and the sponsorship prospectus creation. And it also
includes all of the internal and stakeholder communications that are so essential for gaining consensus and support
for the event.
EVENT CONTENT STRATEGY IS APPLIED TO:
» Audience Segmentation / Personas
» Brand/Event Messaging
» Pre-Event Marketing
» Audience Acquisition
» Agenda Design
» Keynotes
» Breakout Sessions
» Communications Planning
» Digital/Social Planning
» Post-Event Marketing

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Conventions and events are expected to
expand 44% from 2010 to 2020.
USA-Expo

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SIX REASONS
Content Strategy is Important
Given everything it encompasses, content strategy is an essential step to
ensuring your content is accurate, coordinated, consistent, timely, and most
importantly, relevant.
That's the strategy part.
Sounds pretty good, huh? Keep reading if you want to learn six more reasons content strategy is important.

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Create Internal Alignment
ONE OF THE MOST IMPORTANT “GIFTS” you can give your
event content is alignment.
Invariably, there will be a host of different elements that need to be created—from internal
communications and demand gen emails to a keynote script, website, and signage (and more!).
Engaging in some early planning, even before you get into the strategy, will help ensure everyone
is driving towards the same goal. Keep reading to learn 3 ways you can gain internal alignment. 1
BENEFIT #1
Ensures everyone is driving towards the same goal while
utilizing the most efficient resources.
“#ContentStrategy keeps your #events accurate,
coordinated, consistent, timely & relevant.
@OpusAgency #eBook: bit.ly/EventContentStrat”

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1: CREATE INTERNAL ALIGNMENT
We like to start
creating alignment by:
»» Establishing goals for the event. Maybe the primary goal is to increase brand awareness with a certain
audience. Maybe it’s to launch a new product. Or maybe it’s a combination of both. But until you know
the goals, you can’t develop a cohesive strategy, so take time to get everyone aligned on this.»
» Determining how success will be measured. What KPIs will indicate success? Will surveys be
fielded? How will you know if you nailed it? Be sure you can answer all of these questions.»
» Identifying roles for everyone on the project. Consider creating a RACI chart to identify
who takes the role of being Responsible, Accountable/Approver, Consulted, and Informed.
For example, will the agency be responsible for sending out and tracking emails or
will the client’s internal team take on this role? Does an executive need to be the
final approver?
RACI MATRIX
Responsible
Approver
Consulted
Informed

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A goal without a plan is just a wish.
Antoine de Saint-Exupéry

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2
Target Your Content
IF YOU GIVE YOUR AUDIENCE CONTENT they care about, then you
can consider your strategy a success. Without a personal connection
to content, people will tune out. With it, they will engage, and potentially
even amplify your content by sharing it.
To increase relevance and make a connection, you must first understand the audience’s needs, wants
and pain points across the lifecycle of your brand and services. And since everyone is different,
you’ll want to segment your audience so you can target the content.
BENEFIT #2
Targeting your content makes it more compelling
and engaging to your attendees.
“Audience segmenting & content targeting key
to engaging, shareable #events. @OpusAgency
#ContentStrategy #eBook: bit.ly/EventContentStrat”

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2: TARGET YOUR CONTENT
Segmenting: A Good Time
To Think Inside The Box
»» Segmenting your audience—for example by industry, role, status (prospect vs. customer), product,
demographics, etc.—enables you to create unique and relevant content and experiences that can be
measured against specific attributes. Let’s say you have a Functional IT audience (role) within cyber
security (industry) who desires hands-on tutorials with tech staff. Knowing this can affect the
format of an event, the type of content that you create and share, and the way you promote
it. All with the goal of making the experience more relevant and useful to the attendee.
»» Let’s Get Persona! One very effective way to define unique audience segments is to use
personas—descriptive representations of each of the key audience segments you’re
targeting. They provide a snapshot of the needs, wants and desires of each
audience segment, enabling you to create a more targeted and effective
strategy. Personas can be created using data from personal interviews
and focus groups, registration data, surveys, marketing plans and
third-party research.

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More than 80% of tech professionals said
they are more likely to visit your booth if
they’ve heard about or connected with
you before the event.
UBM Whitepaper
Industry Event Marketing: Adding Pop to Your Strategy

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Attract Your Audience
ENSURING THERE ARE ENOUGH ATTENDEES to make your event
come alive is job one. The trick is to find the right communication medium
for each of your target audience segments and match them up to your
overall event goals.
For example, if you’re planning a free event with a wide-reaching audience, you may want to leverage
social media and paid search. However, if you’re planning a private, invitation-only event, then
you’ll likely want to stick with a more personal approach, such as email or snail-mailed invitations.
You’ll also want to plan for multiple communication tracks—one for prospects
and one for registrants. This further customizes the messaging and
calls to action.
Determine your audience acquisition plan up front to customize
messaging by audience, media type and timing.
3
BENEFIT #3
Increases conversion rates and engagement through customization.

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3: ATTRACT YOUR AUDIENCE
Tracks, Timing and Tone
As you’re planning your audience acquisition strategy, you’ll want to include:
»» Track: Are you speaking to prospects who have never attended your event? Or diehard evangelists who
wouldn’t miss it for the world? Have they registered? Or are they still on the fence? Ensure your plan
has a way to answer all of these audience needs (and the questions we didn’t ask).
»» Timing: Typically, you’ll start out with more infrequent and informal communication—think
“Save the Date”—and end up with more detailed and frequent outreach—such as agenda and
speaker updates, mobile app promotion, etc.—as the event nears.
»» Tone: If you’re speaking to someone who’s not yet registered, your tone will need to be
a bit more persuasive. However, once someone has registered, it’s time to be direct
and informative while building to a crescendo of excitement leading up to the
event. This is your chance to prime the audience.

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…‘the experiential event practitioner’
must offer technological and interactive
events that will capture the emotionality
of the audience in order to be successful
in an ever-changing and complex global
environment.
Excerpt from The Future of Events and Festivals

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Enhance Audience
Engagement
ONE OF THE BEST WAYS to enhance audience engagement is to include
attendees in the process. Just as you may inquire what someone wants
for their birthday in hopes of buying the perfect gift, it’s important to
include attendees input into the design and value proposition for
the event. You can get this input actively or passively.
»» Passive Involvement: Use surveys and data from past events to glean insights you can
use to enhance your upcoming event. Also, track the interest, engagement and
sharing of sessions on the pre-event website.
»» Active Involvement: Invite your target audience to share their thoughts
on what they’d like to see and experience. Let them vote on the speakers
and content they find most interesting.
4
BENEFIT #4
Drives repeat attendance, higher profits and word-of-mouth advocacy.

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4: ENHANCE AUDIENCE ENGAGEMENT
Once you have a content
plan ready, set the stage for
your event with:
»» Content from exhibitors—whitepapers, video, editorial coverage, website content, etc.
»» Interviews with speakers—via website/digital radio and/or podcasts; encourage
commenting to drive engagement
»» “What to Expect”/”Inside the Event” content—drive engagement and
amplification through email and social media that gives users a sneak
peak into your event

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4: ENHANCE AUDIENCE ENGAGEMENT
People attend live events
for an experience
SO IT’S IMPORTANT TO DO MORE than simply talk at
them. Make the experience interactive and engaging by:
»» Securing a dynamic host and presenters
»» Incorporating video, live polling, and audience interaction
»» Offering group and networking activities
»» Ensuring there is input for all senses (sights, sounds, touch, even smell
and taste when appropriate)
»» Providing mobile event apps that encourage networking,
messaging/sharing, and interactivity

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75% of B2B marketers rate in-person
events as the most effective
marketing tactic.
2016 B2B Content Marketing Trends
North America: Content Marketing Institute/MarketingProfs

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“75% of B2B mktrs rate events most effective mktg
tactic—hinges on great #ContentStrategy!
@OpusAgency #eBook bit.ly/EventContentStrat”
20
Improve Brand Recognition
THE ENTIRE EXPERIENCE—what attendees see, hear, do, and
who they meet—can influence how attendees feel about
a brand. To drive positive perception:»
» Ensure you have a strong event brand platform that aligns with your corporate brand.»
» Find a balance in what/how you present—63% of attendees said they did not want too much
of a sales pitch, but 69% said they want tech/product demos*.»
» Deliver more of the content people are seeking—57% want technology specs or other
“how to” materials/workshops; 45% want business case information; and 43%
want new product announcements and new launches*.
* UBM Whitepaper, Industry Event Marketing: Adding Pop to Your Strategy
5
BENEFIT #5
83% of consumers say event content greatly or somewhat improves
their brand perception.

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87% of consumers say live events reach
them more effectively than television
advertising, and 98 percent say a live
event motivates them to buy a product.
Event Marketing Institute

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Increase Purchase Intent
USE CONTENT TO MAXIMIZE the entire attendee lifecycle and
create deeper, more personal connections that can drive purchases.»
» Begin the relationship prior to the event with targeted content»
» Stay connected during the event (e.g., push notifications in mobile app, social media).»
» Build on the relationship post-event by using attendee data to extend the conversation. 6
BENEFIT #6
Long-lasting relationships help drive brand affinity and loyalty that
lead to purchases.
“#ContentStrategy maximizes attendee lifecycle
pre/during/post #events to boost purchase intent
@OpusAgency #eBook bit.ly/EventContentStrat”

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6: INCREASE PURCHASE INTENT
Use content to maximize
the attendee lifecycle:
»
» Sneak Peek: Speaker Content»
» Interviews/ Q&A Sessions»
» "Inside the Event" Previews»
» Testimonials»
» Pre-Event Networking»
» "Up Next/Now Playing" Alerts»
» New Product/Solution Reveals»
» Live Polling/Reviews»
» Live Videos»
» Networking»
» Survey/Poll Results»
» Top Tweets/Quotes/Reviews»
» Product/Solution Updates»
» Event Content»
» Event Video/Images
Before the Event During the Event After the Event

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Event Content Strategy for All
Developing the right content is one of the most important steps in delivering an
engaging and memorable event. From the moment you first reach out to prospective
attendees to the post-event follow-up, every piece of content must be appealing and
relevant if you’re going to hold their attention.
With a strong content strategy, you can do this and build brand affinity and purchase intent. Just follow the steps we’ve
outlined in this eBook.
Need help? Opus has full-spectrum event content strategy experience—from audience segmentation to audience
acquisition, event messaging to keynote design, and so much more—and we’d love to help. If you’re interested in
partnering, contact Kristin Waters.

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OPUS AGENCYis a brand events and marketing agency. We create and manage hundreds of
events and campaigns every year, all over the world, including things like strategic executive-level
summits, immersive brand experiences, and conferences with 30,000 attendees. We have amazing
people who share strong values, and a specific methodology that ties everything we do to
customer success. We call it TeamCS™.
Dana Larson
Drawing on more than 20 years of content and marketing experience, Dana is responsible for
developing digital and content marketing strategies, enabling Opus clients to optimize their
conversations with their audiences in and around events.
A highly regarded thought leader in the world of content marketing, Dana has written
articles on content strategy and marketing that have moved industry players into
taking sides and taking action. She has spoken at key industry events, including the
Gilbane Conference, and at corporate-wide marketing events for industry leaders
such as McKesson. Delivering winning content strategies for clients such as
Alaska Airlines, Farmers Insurance, Johnson & Johnson, Stanford Health
Care, Verizon Wireless, Symantec, Wells Fargo, Visa, and many others
continues to fuel her passion.
Dana Larson | 971-223-7932 | dlarson@opusteam.com