Updated: Jun 29
Recent studies show that over 91% of businesses use content marketing. It is cost-effective, memorable, and overall worth it. Compelling content is an essential step in curating the desired experience. You want your guests talking about the event and the event production, even after it is over. Creating content may feel overwhelming, but is easily broken down into simple and easy steps that will aid in creating an impact during live event production.
Figure out your message
The first part of creating compelling content is deciding on the underlying message you are trying to convey. Having a concrete message that you are working with will be the driving force when creating compelling content. Once you decide on a message, you can work towards building out from there. Whether your event is geared towards entertainment, charity, or creating awareness around a cause, having a clear message is critical. It shows your guests who you are and why they are attending.
Questions you should ask yourself are:
What do I want the audience to take away from my live event?
What are my goals as a company?
What are my goals for this live event?
These questions should be answered and factored in when creating your guiding message.
Content delivery is the framework for event production. How do you want to show your content? Will it be shown on large screens in front of your audience? Will it be a live performance? A speech? Will you be setting up a Q&A? When choosing a delivery method, find one that best supports your message, keeps the audience's attention, and stays true to your brand. The delivery method of your material needs to be supportive of your message, and some will be more supportive than others. For example, displaying a new music video on LED screens will be more memorable than a long-winded speech from an up-and-coming musical artist. However, when trying to raise awareness for a charitable cause, a flashy video might set a less sophisticated tone compared to a speaker or a Q&A.
Knowing your audience
This step cannot be understated in its importance. Knowing your demographic is valuable; however, taking it a step further can enhance your event immeasurably. These are the questions successful event production companies ask themselves :
Why are the guests there?
What are they seeking?
What can you provide them?
What will they walk away with?
When you think about your audience, these are all things to consider. Reaching beyond statistics and demographics allows you to engage your audience with your event and create a more personalized experience.
Telling a story
Telling a story allows your audience to feel engaged and a part of the event production rather than just a consumer. In tandem with the previous step, knowing your audience, and telling a story works hand-in-hand to create a more personalized experience for your guests. You need to have a beginning, middle, and end, in addition to your underlying narrative (your message). As stated by CBC, storytelling is fundamental to humanity. It puts information into a format that allows an emotional connection to form, thus making it more memorable and personable.
Choosing language wisely
Corporate jargon only goes so far with the audience. You need to be able to transform your content into something your audience can understand and relate to. Using relatable language allows for connection with your audience. It encourages guests to walk away from the event speaking about it with ease, sharing their experience with their friends, family, inner circle, and on social media. If your content is limited to only corporate jargon, you are limiting your audience by inhibiting their ability to take the experience home with them.
Choosing the right event production company is critical when planning. You want a host that is both effective and dynamic. A host or venue that can support your content with their own energy will add to the experience overall. It is vital to make sure your event production company is qualified to meet all of your production needs in physical events.
Designing a plan for live event production can be overwhelming. Thankfully, it is easily broken down into six important factors: creating a message, content delivery, knowing your audience, telling a story, crafting language, and choosing a host or venue. For live events, you want to make content that is compelling and leaves the guests talking about your event after it is over. If you are able to follow the six steps listed above, you are sure to create compelling content at your next live event.