Support Your Virtual Events With Robust Content
A recent GoToWebinar study found that virtual events have an attendance rate of just 44 percent. So, how does an association make its virtual event stand out as a "must-attend?" Innovative content is one way. According to Associations Now columnist Eric Goodstadt, "content can help get people in the door at a time when traditional buzz may be harder to build, which is why it needs to take on a more significant role now." He recommends planning a robust build-out weeks, even months in advance driven by a vlog, a series of behind-the-scenes newsletters to the membership, even interactive quizzes. Such a pre-event strategy can also build excitement around speakers and illustrate the event's breadth. Finally, content can supplement the digital event itself by curating hours of coverage into thoughtful articles and video coverage. "While print content has been less popular than digital content in recent years," Goodstadt concludes, "ironically, it may be just what the doctor ordered in the current climate -- adding much-needed texture to your virtual meeting."
SmithBucklin Content helps you position your organization as an authoritative source of timely, relevant, comprehensive and engaging industry intelligence. Contact us to learn about partnering with SmithBucklin Content to create a customized content strategy for your organization.