How to Create Engaging Event Content That Captivates Audiences

When creating event content, it’s easy to just share information for the sake of it. But will that really get your message across? Event content creation, like every part of event planning, needs a strategy to be engaging and captivating. Skip the strategy, and your content won’t just be ignored; it will vanish without a trace.

In this blog post, we tackle what event content is and how to create engaging event content that captivates audiences. 

What Is Event Content?

Event content is all the information, materials, and experiences delivered to attendees before, during, and after an event. This includes promotional assets, session presentations, speaker materials, interactive elements like polls or Q&A, and post-event recordings. 

How to Create Engaging Event Content that Captivates Audiences 

Here’s something interesting: 90% of marketers use content in their marketing strategies. Content is one of the strongest tools for attracting, engaging, and influencing audiences, but its impact depends heavily on how well it is planned, strategized, and created. The same is true for event content.

If you want event content that connects, excites, and drives participation, keep reading. Here is your 6-step guide to creating event content that truly captivates every attendee.

1. Dive Deep Into the Event You’re Creating Content For

There are many types of events, and each type requires a different content creation approach. Hence, before you create content, be clear on what kind of event you’re making content for. Is it a trade show, a corporate event, a networking meetup, or a brand activation? 

Additionally, dig into the key details of the event, from its goals, objectives, audience, program schedule, session formats, and speakers, to other unique experiences planned for attendees. Don’t forget to review past event reports, interview key stakeholders if possible, or examine promotional materials as well to understand the event’s purpose better.

By diving deep into the event you’re creating content for, you get a better picture of the event. Accordingly, you can ensure that every post, video, infographic, or interactive piece you produce is purposeful, relevant, and aligned with the event’s vision and brand messaging.

2. Set Specific Goals for Event Content

Did you know 92% of people fail to achieve their goals? One major reason behind this is setting vague objectives. Don’t fall into the same trap; make sure you set specific goals for your event content. This will help you stay focused, measure success accurately, and create content that supports the desired outcome for your event.

Specific goals should be clear, actionable, and measurable. Rather than an imprecise objective like “increase engagement,” set a concrete goal such as “boost attendee interaction on social media by 30% in the two weeks before the event.”

3. Understand Your Target Audience

Do you want your content to get noticed, attract attention, drive traffic, and boost engagement? Then it’s time to take understanding your target audience seriously.

Your event content’s target audience is often similar to the event’s overall audience, but there’s more to consider when creating content for them. It’s not enough to know who they are or their profile; you also need to understand their content preferences. Think about the subjects that capture their interest and the formats they respond to, whether it’s short videos, infographics, or interactive polls. 

Targeting Gen Z as your event’s audience? Try these 5 strategies to capture their attention and keep them engaged.

4. Know the Event Stages and What Content Fits Each

Every event has different stages, and what works in one stage may not work in another. For instance, when the event is already happening, simple announcement graphics won’t engage your audience.

Generally, you need to plan content for three key stages. These stages are pre-event, during the event, and post-event. Each stage has its own requirements and opportunities for engagement. 

Below, we break down the three stages in events and highlight the types of content that work best at each point.

1. Pre-Event Content

Pre-event content, as the name suggests, is content you create and share before the event actually takes place. It helps drive registrations, build anticipation, and set the stage for engagement and strong attendance. 

Some examples of content that work well at the pre-event stage include:

1. Announcement graphics
2. Speaker spotlights
3. Teaser videos or demos
4. Early-bird countdowns
5. Attendee FAQs

2. During-Event Content

During-event content is the content you share while the event is happening. Some of it can be prepared in advance, while other content can be created or shared as the event unfolds. 

Here are some content types you can create and share during the event. 
1. Session reminders
2. Highlight reels
3. Polls and live Q&A prompts

3. Post-Event Content

Post-event content is what you create and share after the event ends. It highlights the event’s achievements, extends its value, and encourages attendees to join future events. 

Here are some ideas for your post-event content:

1. Thank-you graphics
2. Recap videos
3. “Top moments” carousels
4. Speaker takeaway summaries
5. Slides and downloadable content
6. Post-event follow-ups

5. Decide on the Event Content Topics

Now that you understand the event you’re creating content for, have set specific goals, know your target audience, and understand the event stages and what content works best, it’s time to decide on your event content topics. 

An event content topic is the main idea or subject your content focuses on. For example, if your content is a pre-event infographic, your topic could be “event location and schedule” or “what to expect at the event.”

One practical way to decide on topics that truly resonate with your audience is by checking search trends and insights across different platforms. Trends and insights are powerful tools that show you what your audience is interested in and actively searching for. They help you identify the questions, topics, or conversations that matter most and enable you to create relevant and useful content like blog posts, social teasers, or email campaigns.

6. Create Event Content

By now, you should have a good idea of what content to create and which topics to cover. But don’t forget the other important elements that make your content effective. Here are some key parts of event content to keep in mind:

1. Headline/Title: Grabs audience attention.
2. Key value statement: Explains why this session, speaker, or activity matters.
3. Speaker highlights: Showcase a speaker’s expertise or role in the event.
4. Visuals: Strengthen branding and make your content more recognizable.
5. Call to action: Encourages your audience to take a specific action.
6. Hashtags: Categorize content and make it discoverable on social media.

Boost Event Content Creation With StaffConnect

If you and your team are working on your event content and haven’t yet achieved your goals, StaffConnect is here to help. StaffConnect is an event management app designed to simplify event planning, boost staffing efficiency, and even support content creation.

StaffConnect brings all your communication, content planning sessions, and materials into one platform, making sure every piece of content supports your event goals. But it’s more than just a content planning tool. StaffConnect is packed with practical management features that keep your event and team organized from start to finish. These features include a shared color-coded calendar, talent matching, automated reminders, a centralized database, invoicing and payroll, and app integrations. On top of that, you get a custom app with your logo and domain, so your branding stays consistent every step of the way.

With StaffConnect, every event is well organized, efficient, and successful. Book your free demo today to learn more.