Leading Meeting Professionals

Professional Convention Management Association

August 18 2014

Does Your Meeting Have A Content Strategy?

By David McMillin

Hundreds of expert speakers. Groundbreaking educational sessions. Captivating keynote speeches. Your meeting offers so many new on-site insights, but the reality is that many members of your audience are missing them. For registered attendees, time simply will not allow them to be part of every session during the meeting.

“Once you’ve captured the educational sessions at your conference, the key is to rebroadcast the content on a monthly basis and push your message,” Jim Parker, President of New York-based Digitell, says.

Full disclosure: Parker has plenty of incentive to encourage meeting professionals to record and rebroadcast their meetings. Digitell is a multimedia company that helps a wide range of organizations turn their face-to-face meeting materials into additional engagement and monetization opportunities through live streaming, rebroadcasts, webinars and more. Regardless of his background, though, Parker makes a crucial point that more meeting professionals are beginning to understand: content is king.

Kelly Peacy, CAE, CMP, Senior Vice President, Education and Meetings, PCMA, says that the meetings and education teams recognize that Convening Leaders attendees are unable to absorb all of the on-site education.

“With so many concurrent sessions, we want to make sure that every attendee can maximize their investment in the meeting,” Peacy says. “We offer sixty days of free access to our full library of sessions to every registered attendee.”

“After three busy days of learning, the two-month period gives everyone the flexibility to catch up on what they may have missed on their own schedules,” Peacy adds.

SEE ALSO: OnDemand Education In Action - PCMA’s Member Library

Content Can Secure Sponsorship Dollars.

As more attendees tune in online, Parker says that many meeting professionals are finding sponsors who are searching for additional brand exposure to thousands of virtual learners.

At the recent Wound, Ostomy and Continence Nurses Society Annual Meeting, the organization successfully sold a sponsorship to Hollister in order to provide free access to educational content after the meeting. Hollister received more than brand recognition on the On-Demand channel, too. Attendees were required to stop by the Hollister exhibit booth for a free code for the education library. An impressive 90 percent of attendees visited the booth.

SEE ALSO: 4 Secrets To Securing More Sponsors And Exhibitors

Content Can Shape Your Marketing Communications.

Outside of staying on attendees’ minds and keeping sponsors happy, an effective content strategy goes hand-in-hand with what every organization needs: promotional materials for the next meeting.

“Each year, we hope to reach new emerging meeting professionals who haven’t discovered Convening Leaders yet,” Carolyn Clark, Vice President, Marketing, PCMA, says. “Part of showcasing the benefits of attending includes highlighting what their peers learned during the previous year.”

While Clark says the marketing team’s number one priority is to promote the upcoming sessions, speakers and opportunities, she says recent content gives prospective attendees a glimpse of why others in the industry put the meeting on their calendars.

“Pictures are worth a thousand words, but they can also be worth thousands of registration dollars,” Clark says. “Whether we share static images of a crowded general session or a highlight video of attendee testimonials, we’re hoping to share compelling reasons why other meeting professionals can’t miss the meeting.”

Is your organization leveraging the content from your meeting in a creative way? Go to Catalyst to share how you are extending the life of your educational programming.

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