Four Tips to Win the Content Game at Events and Conferences

July 26, 2017

Peter Brand

Peter Brand is the founder of NewsDriver, a mobile-first storytelling platform focused on helping bring new content solutions to corporate communicators.

Having spent a couple of decades building and refining public relations content and targeting platforms for the event space, I’ve identified what successful exhibitors consistently do well. 

While there are many reasons to participate at events, two bubble to the top: build relationships and share content. When the right content and communications plan converge for your event, you build stronger relationships from events and deliver superior ROC (Return on Content).  

Here are four tips to help your organization win the content game:

1.     Create content specifically for the environment where it is being consumed: Know how and where your audience is going to consume your content. If you were presenting on stage would you turn off all the lights and talk to the audience in the dark? Unlikely. During conference and trade shows, audiences are listening to panels, at exhibitor halls or at social mixers – and typically consuming content on mobile. Present your content in the right format to foster an engaging mobile experience. Don’t assume all digital formats offer the same experience. Here’s a cool example.

2.     Sharing is caring: To win new relationships and keep old ones, it’s important to share valuable content. That doesn’t always mean content about you or about your products. It means content and information that is going to help the target audience. Be a thought leader; share insights and tips that will help them become more successful (get comfortable with the idea it might not directly help you right away).

3.     Data targeting and segmentation: Audiences now expect to see only relevant content in their social feeds and inboxes. When your targeting is misaligned, you run the risk of alienating the people you most seek to build relationships. Segment your target audiences and design content that speaks to each segment’s interests, concerns and practice. Leverage data from the event organizer, social media, Google and PR service providers to send the right message to the right targets.  

4.     Year-round effort: Communicating only a few days before the show and a few days after the show isn’t enough. A consistent year-round content development and communications program will drive strong results throughout the year and during your events – ABC (Always Be Communicating).

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact