This is a guest post by Denayja Reese, a multi-city Event Production and Experiential Marketing Consultant who has worked with companies like Toyota, Airbnb, Spotify, and more.
In case you haven’t heard, content is king. It is also queen, judge, jury and sometimes executioner. While the offline interactions and real-life connections that event producers are responsible for creating are the most important part of what we do, digital content is quickly becoming a high priority. It’s okay if you’re the best event producer in the world but are clueless when it comes to content—it can take even the best production team years to get the hang of content creation before, during and after events. If you want some quick tips, though, keep reading to learn three important steps for building a great content team for your next event.
Step 1: Figure out where your audience lives online.
I see a lot of content creators struggle with deciding which platforms will best engage their audience. Each event and its audience is different, so your content should be too. If you are producing a more professionally-driven industry event like a conference, then LinkedIn and Twitter are your spaces. If you’re targeting a younger audience for a music festival, then focus on Snapchat. If it’s a fashion event, you’ll want to be all over Instagram. Spend some time checking in on your audience then move onto step two.
Step 2: Figure out what kind of content you want to produce.
This is where things start getting tricky, but don’t worry—I’m still here to help. The kind of content you’re able to produce is often based on the size of your team. If you have a full team, then go for it and produce all of the content that you can; videos, photos, social posts, you name it. If your content team consists of only one or two people, focus on what performs the strongest on your preferred content medium, and create as much of that kind of content as possible.
Step 3: Assign roles or hire your content team.
As I said, your content team could be as small as one or two people, or as large as 10, 12 or even 25 people depending on the size of your event. Below, I’ve outlined the various roles you should be assigning/hiring for to cover content for your next event.
Whether your team is smaller or fully flushed, you can win at the content game by using these tools and finding the right people to fill these roles. To learn more about how to engage your audience before, during, and after an event, download our eBook, The Event Marketer's Ultimate Guide to Social Media Domination.