Leading Meeting Professionals

Professional Convention Management Association

May 12 2015

3 Content Lessons For Every Meeting Planner

By David McMillin

What’s the secret to fueling engagement opportunities with your attendees and members throughout the year? Content. Luckily, your meeting produces loads of it, too. With hundreds of educational sessions and expert speakers, a conference agenda can pave the way to many hours of new insights that can connect with audience members after the program is over.

However, all this content isn’t automatically valuable. In many cases, it needs to be repackaged in order to be repurposed successfully. Here are three lessons to keep in mind as your organization outlines its content strategy.

1) On-site interaction doesn’t always translate to on-screen impact.

While every meeting planner strives to create an interactive environment for face-to-face attendees, it’s important to adapt the environment to accommodate viewers who will not be tuning in as the experience unfolds in real time.

“A lot of presentations contain interactive elements, which is great for the live event,” Emma Meyer, Executive Producer, BTV, INXPO, says. “However, some of those elements don’t translate for the virtual audience. No one wants to wait while pre-recorded polling results are calculated.”

2) Short means successful.

Meyer says she finds that audiences prefer bite-sized chunks of information in video form.

“Around seven minutes is a sweet spot,” Meyer says. “While the full program might be an hour long, it’s easy to edit the material into shorter pieces of content.”

Once the meeting is over, Meyer recommends organizing content into smaller sections that feel similar to episodes of TV shows.

3) Take a cue from Netflix.

However, releasing those episodes shouldn’t take the old-school, one-per-week approach. Consider the way Netflix releases an entire season of “House of Cards” or “Orange Is The New Black” on one date. It gives viewers the chance to binge watch the entire season in one sitting, and your attendees may want to do the exact same with your content.

“As we all know, people are busy,” Meyer says. “It’s important to give them content that can fit into their personal schedules.”

“Instead of releasing it on a weekly or monthly basis to keep them coming back for more, I like the idea of giving people the opportunity to consume the content all at once if that’s what they prefer,” Meyer adds.

Knowing how to edit your content is only one piece of the equation. It’s equally important to understand how to train speakers to be comfortable while the red recording light is flashing. For more tips on making compelling video content and educating your presenters, click here to register for a free webinar with Meyer on June 2.

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