Take An Audience-Centric Approach To Create Compelling B2B Event Content

Delivering compelling B2B event content is central to an event’s success, but it’s a high-stakes endeavor. Leaders must build organizational alignment around a key theme that aligns to business objectives. They need to use this theme to craft a narrative that feeds into all aspects of event content. They must coordinate with demanding speakers. Resourcing and budgets are stretched. And all of this happens under the pressure of the unmovable deadline of a live event. Forrester research has identified three key challenges that marketers face when it comes to managing their event content:

  1. Measuring content effectiveness. Budgets are under pressure, and marketers need to better measure the impact of their event content, but two-thirds of B2B marketers tell us they find this difficult, and many organizations lack the integrated event infrastructure required for effective content measurement.
  2. Offering personalized content. Marketers recognize that attendees want (and now expect) higher levels of personalized event content, but they struggle to deliver this. While AI holds the potential to help here, marketers are reluctant (or unable) to fully exploit its capabilities.
  3. Driving post-event engagement. Over half of marketers struggle to create content that nurtures attendees post-event and helps to build “community.” Too often, event teams need to shift focus to the next event and lack the bandwidth or internal support to focus here.

Take An Audience-Centric Approach To Create Enduring, Impactful Event Content

 

To overcome these challenges, marketers must take a more disciplined, process-driven approach to their event content strategy and creation. The Forrester Event Content Lifecycle Framework places the target audience at the center of event content planning. It breaks the event content lifecycle into the four key phases of pre-event content planning, pre-event content production, at-event content delivery, and post-event content value realization. For each of these phases, we examine the objectives, inputs, activities, team, and infrastructure that leaders need to consider.

Forrester clients can read the report, Master B2B Event Content Best Practices To Drive Engagement, which goes into each of these phases in more detail, and can also request a guidance session to discuss their own event content strategies!

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