Mash Media MD Julian Agostini says generating the right content for your event is paramount, but don't blame the social media mirror if it's your content that is crooked:
When was the last time you asked or were asked 'What is your favourite colour' in all seriousness? A solid question at primary school but, after that, you’ve probably lost your audience.
It would be quite amusing to hear a delegate ask that, with a completely straight face, at a conference during questions at the end of session but it wouldn’t be so funny for the organiser. The person asking the question would be forgotten but the incident wouldn’t be. Imagine that being reported back to an FD signing off on an employee’s ticket and expenses. There would be no return next year because the question would be ‘what on earth was that conference about and who goes?’
Questions are part of the content at a conference and your content is a mirror to your audience.
Breakfast TV used to wind me up before I stopped watching it. Then I realised I am clearly not their target audience, thankfully. If the content is moronic then you will eventually end up with an audience of morons; the equation is simple.
In recent times, I haven’t posted much on LinkedIn. Through lockdown, when people were sharing problems, solutions, inspiring stories, and initiatives, it was interesting to browse around and read the posts but since the return, there has been a marked change. It feels like it has become a playground for self-promotion and vacuous marketing messages. Is anyone else cringing at the constant self-absorbed, indulgence that is turned out in the hope of likes?
“I’m so proud of my team; or even of myself for being so utterly fantastic this week.”
“It’s been tough for me, and people wrote me off but I am incredible and am still fighting.”
Fill in your own version of the nonsense, you must have seen enough of it, if not just login to get the flavour. The problem is that these posts are ruining the site, which is a real pity as it can be a very good platform for real opinions and thought leadership.
Everyone is at liberty to write what they like, of course. Who isn’t a publisher these days, after all, even if they’re not very good at it? The further problem is that these transparent missives are then liked politically by friends, colleagues and those hoping for a crumb off the table, so the author feels justified and it becomes self-perpetuating.
Unfortunately, slowly but surely, the audience will erode because no-one serious will end up consuming this sort of endless drivel.
Generating the right content for your event has, therefore, never been more important. It must reflect the audience that you want to attract. Your programme reflects your attendees and potential sponsors, and exhibitors will be clued up to this. So how do you get the right balance of providing subject matter that will hook your target audience but also new angles that will inspire?
This is a much trickier equation and why the marketing departments in our industry don’t get enough credit, in my opinion. It has become a multi-faceted position and fundamental to the success of our events. We’ll be discussing the use of content and how to make it both compelling and on point with your market at the forthcoming EN Marketing Conference and Awards in January.
I’m so proud of my team for creating this and myself of course; what colour should the logo be?
