Hybrid Events: Why Content Reigns Supreme

Last week, I wrote an article featuring Three Starter Tips for Hybrid Events. This week, I’m staying on the hybrid event topic and focusing on content strategies for hybrid events. 

From my perspective, content reigns supreme and should be considered a top priority for your overall hybrid event strategy. Quality content ensures your attendees are engaged and inspired. When it comes to producing a hybrid event, as challenging as it may be, you want to make sure your virtual attendees feel equally engaged as your in-person attendees.

This is where the two distinct event experiences come into play that I wrote about last week. You cannot produce the same content the same way for both audiences. So, let’s take a look at a few ways you can deliver content differently for each audience.

Add the role of virtual event concierge to your staffing list

When you attend a live event, you have a variety of ways to get your questions answered. You can easily find staff members at a customer service desk (or registration area) and speakers often give helpful information to attendees from the stage. This kind of access to event staff is not always addressed with virtual events -- leaving virtual attendees feeling left out and uninformed.

One way you can solve this problem is by having a staff role dedicated to being the virtual event concierge. Attendees can have direct access to them via the virtual event platform or Slack and can ask questions about the virtual experience in real-time. The virtual event concierge can also take on the role of directing your virtual attendees to all the great virtual-only content and sessions making their engagement with the event that much better.

Develop virtual-only content

Mainstage presentations and keynotes are obvious cross-over content for both your in-person and virtual attendees. Broadcasting the onsite interactive networking sessions or hands-on workshops can be a frustrating experience for virtual attendees. Instead, develop virtual-only content that gives your virtual attendees exclusive access to panel discussions with thought leaders or interviews with industry experts. This will give both your in-person and virtual attendees equal value in their experience.

Pro tip: Be sure to design registration paths that are customized to the live event versus the virtual event. This will ensure every registrant receives information about how to attend and access their sessions. 

Provide content on-demand for post-event viewing

You are probably doing this already, but it is worth repeating. On-demand content is invaluable to your attendees, both in-person and virtual. Not only can you give attendees access to the program content at any time, but you also gain key marketing content for future promotions.

Snippets from recorded sessions, camera shots of your live event audience, and memorable quotes from your keynote speakers can be used in a variety of ways. Whether you want to provide a recap of the event experience or promote next year’s program on social media, you’ll have a library of video assets to use. This content can also be used during the event to keep people excited and engage others on social.

For event professionals, hybrid events mean creating two event experiences under one event umbrella. Hybrid events also give organizations the ability to reach a broader audience. Be sure to put in a little extra work around your content strategy. Delivering a two-pronged content strategy for your in-person and virtual event audiences will ensure everyone stays engaged and excited about the program.