3 Steps to Creating Event Content that Drives Business Results

January 17, 2025

When it comes to event marketing, engagement with prospects and customers hinges on whether your event content actually resonates with attendees. The content you provide plays a crucial role in making your event meaningful. The content you provide makes the event memorable. The content you provide delivers business results. Whether you’re hosting virtual, in-person, or hybrid events, well-planned event content can keep your audience engaged. Well-planned event content can advance your business goals. The right event management software can help streamline this process. A key question is how to ensure event content leads to meaningful engagement and outcomes. Here are three key steps to follow.

Step 1: Capture Valuable Engagement Data

The foundation of successful event content is understanding your audience. To achieve this understanding, you need to capture and analyze attendee engagement data throughout the event. An event engagement app offers features such as surveys, polls, discussion boards, gamification, and Q&A sessions. These features let you collect real-time feedback and insights from attendees. Tracking content views and downloads offers clues about which topics resonate most with your audience. By gathering engagement data, you can understand what attendees are most interested in, including session topics and content types. Engagement feeds content. Content drives engagement. Engagement data informs your event strategy, helping you create content that is relevant, impactful, and tailored to attendees’ needs. The insights gained from this data help you continuously refine your event content to better engage your audience and support your business goals.

Step 2: Use Event Management Software to Orchestrate Event Data

Collecting engagement data is just the beginning. To make this data useful, you need event technology that allows you to organize, refine, and transform it into actionable insights. This process, data orchestration, is crucial for turning raw event data into meaningful intelligence that can guide your strategy. Event intelligence platforms like Certain offer features such as engagement dashboards that provide a comprehensive, 360-degree view of attendee behavior. These tools allow you to analyze session participation, feedback, content interactions, and more, so you can make data-driven decisions about your event content. For instance, by using data orchestration tools, you can easily identify which sessions garnered the most engagement, which content formats performed best, and what topics attendees are most interested in. This analysis helps you refine your future event content strategy and ensures that every piece of content you create resonates with your target audience. By transforming raw engagement data into actionable insights, you can ensure that your event content is not only relevant but also optimized to resonate with your audience and drive real business results.

Step 3: Tailor Event Content to Attract and Resonance with Your Buyers

Once you’ve gathered and analyzed the data, the next step is to take action and create event content that truly speaks to your audience. This means crafting content based on the insights you’ve gained from attendee behavior. Ensure that content aligns with buyers’ preferences and business needs. For example, let’s say you’re a global cybersecurity company. At your last few events, surveys, session attendance, and feedback show that attendees overwhelmingly prefer interactive, hands-on labs over traditional presentations and fireside chats. Additionally, the data shows that sessions on cloud security are consistently the best attended. Using this information, you can plan your next event series around cloud security, featuring interactive labs and gamified learning experiences. By focusing on these areas, you’re not only creating content that appeals to your audience, but you’re also driving engagement and making your event more impactful. A thoughtful, informed approach like this allows you to create experiences that feel relevant and valuable to your audience, rather than generic or repetitive. You’re addressing their pain points and interests in a way that keeps them coming back for more.

Transform Event Engagement into Business Growth

Creating event content that drives business results doesn’t happen by accident—it requires a strategic approach. By collecting meaningful engagement data, using the right technology to refine and interpret it, and crafting content tailored to your buyers, you can transform your events into powerful tools for business growth. Remember, the goal is to provide content that not only educates and engages but also fosters deeper connections with your audience. When your event content resonates with your audience on a personal and professional level, it can significantly influence purchasing decisions and brand loyalty. To learn more about how Certain can help you drive engagement and results with your event content, visit the learning center.

Download The Ultimate Guide to Event Buying Signals

Harness event buying signals to drive growth, capture sales opportunities, and maximize business impact.

Get the Guide

Event Management Technology from Certain

Manage Events — Enterprise Event Management Software — Deliver And Manage Virtual, Hybrid, In-Person, & On-Demand Events Anywhere With Certain Platform
Learn More →
Engage Attendees — Touchpoint — Stay Connected With Guests Before, During and After Virtual and In-Person Events With Event Engagement Software
Learn More →
Analyze Performance — Event Intelligence — Analyze And Visualize Event Data Extracted From Any Source With Event Intelligence Software
Learn More →