Conference Content: How to engage an audience

Event organisers have lots to consider when they are planning events, and conference content is a big one! 

Planners must get across their clients’ messaging through captivating meeting or conference content. That point is true whether it the event is live, a webinar, hybrid/virtual, workshops, training, exhibitions and so on. 

Engaging and exciting content will entice delegates to pay attention, understand, and retain the message.

So, how do you get your message across and keep your audience engaged? And if it’s a non-compulsory event, how do you make it attractive enough to ensure bookings?

Here, we look at things you should consider in the planning of your conference content to ensure event success:

• Who is the audience?
• What are your objectives?
• What are the attendee’s objectives?
• Your messages – that do you need to convey?
• The key is to offer a solution to their problems or fill gaps in their knowledge.

Choosing the right speaker is essential! Whether it is someone external from inside your business they must have the right skills to deliver the message. 

Ensure they have experience presenting using your chosen medium; they need different skills for face-to-face, virtual or hybrid events. 

Your speaker must be someone people look up to and can learn from. This clout will encourage people to book and turn up.

If it’s a live event, consider the room set-up. Do you need theatre-style, cabaret-style, or classroom-style? Consider whether the attendees need to engage with each other and whether the seating arrangement will achieve the desired outcome. 

Still unsure? Our handy room layout guide can help you decide what will work best for your event.

Whether it’s a hybrid, virtual or live event, think creatively and use production experts who can bring the best skills. Consider the following elements:

Branding. 

Know your brand and follow through with the signage, graphics and colours. Make sure it is easily recognisable throughout the event.

Culture.

Understanding the attendees and their social behaviour can allow you to predict what they will like and not. This understanding and consideration limits the chance of errors and unpopular choices.

Scripts. 

Manage the introductions, cues and prompts, and check in with your speakers about what they intend to discuss. Ensure all of these align with each other, alongside the event goals.

Design. 

Consider using frames, graphics, videos, growing text, animations, images, and filters. How should the session look and feel? Do you want a pre-recorded slide deck, or would it be better without? 

Remember, sometimes a virtual audience has a better or closer view than a live audience. So, if you use video, it might be better at full screen rather than behind the speaker.

Speakers. 

Do they understand the software? Give them coaching to prepare and rehearse. The production company will have ideas about camera angles, roving cameras, microphones, lighting and audio.

Interaction. 

Do you want to include networking, quizzes, demos, competitions, and entertainment? Consider what elements delegates will respond to.

Targeted sessions. 

Think about who you are targeting, their culture, and whether there should be different sessions for live and virtual audiences.

Social media. 

Integrate activity with the content, encourage and remind attendees to join in. Use content from the event to continue to promote the sessions even after the event ends.

Sponsors. 

Do you want to include branded promotions? If these are screened at a live coffee break or networking, how can you successfully deliver them virtually? Ad packages must be captivating, so you might need different media for live and hybrid.

It’s a good idea to have a different person or teams to look after the live and virtual attendees. They can each focus on the best delivery and outcome for their audience. 

Decide in advance whether to use the same or separate content and delivery method in each session. A planner and production team for each segment will be able to meet the goals for their audience.

Overall, understanding the delegates and considering every aspect of the event will allow you to create a captivating event. If you’re still stuck, ask delegates for feedback after the event to identify aspects to improve on.

For help with your conference, meeting or any event, just call EDGE Venues on 01780 484051 or email [email protected]