In today’s digital age, virtual events have become a crucial part of the marketing strategy for most businesses. To make these events successful, it’s essential to have engaging content that provides added value to the attendees.
To make your virtual event stand out, you need to plan and write effective informational content that educates and motivates the attendees to take action. This includes pre-event content such as registration landing pages and promotional videos, informative content to share during the event such as brochures, slides, white papers, and blog posts, and post-event content such as articles and marketing materials.
However, creating and structuring the right informational content for your virtual event attendees can be challenging. It requires careful consideration of various factors such as the usefulness of the content and the visuals used. By incorporating actionable visual material that attendees can use after the event, you can create a native ad for your product or service, motivating visitors to become your leads.
In this article, we’ll provide some tips to plan and write effective informational content for your virtual events that will bring maximum value to your attendees. So, let’s dive in!
Tips for Writing Content for Your Virtual Event
1. Know Your Target Audience
83% of marketers agree that considering what your target audience needs and understanding their expectations helps you create a tailor-made event experience.
Defining your audience and goals is crucial to creating compelling content for virtual events. Knowing your audience will help you tailor your content to their interests, preferences, and expectations. This understanding will allow you to create content that resonates with them and is more likely to engage them. Additionally, understanding your goals will help you create content that supports the overall purpose of your event. This purpose may include educating attendees, generating leads, or building brand awareness.
2. Avoid Long Introductions
Keep your openings concise and impactful. Choose a writing hook that will pique readers’ interest and encourage them to continue reading; it might be a pertinent question, a joke if appropriate, a captivating piece of information about your subject, etc.
You must show that you have interesting and worthwhile things to say. In this day and age of short attention spans, you have around eight seconds to get your audience interested and keep them reading.
3. Be Concise
Virtual events draw attendees seeking more value. People want to learn, find solutions to their issues, and depart with some useful information. As a result, when creating content for your events, be careful to eliminate any extra words.
Every sentence you write should further your argument. Use short paragraphs, sentences, and word balance to improve rhythm and readability. Moreover, to engage your audience, consider using active verbs and descriptive adjectives that allow them to experience your message.
While presenting fresh material, use commonly used terms. Avoid using words and definitions that the audience won’t grasp.
4. Include Storytelling
Write content in a language that resonates with your audience the most. Storytelling is an effective way to convey your message and connect with your audience emotionally. A well-crafted story can help you build relationships with your audience, capture their attention, and leave a lasting impression. Stories also make your content more relatable, memorable, and engaging.
You may have come across the concept of brand storytelling, a writing technique that can evoke an emotional response from the audience and influence their decision-making. Therefore, including stories in your content can be a powerful strategy.
5. Create Interactive Content
With interactive content, you’re not just talking to your audience, you’re talking with them. You’re creating a sense of community, where everyone is a part of the conversation. People are more likely to be interested in and involved in your event when they feel like they are a part of something greater than themselves.
However, interactive content isn’t just about keeping your audience entertained. It’s also a powerful tool for gathering feedback that you can use to improve future events. You can use polls to find out what topics your audience is most interested in, or quizzes to see how much they’ve learned. And with Q&A sessions, you can get real-time feedback on how your event is going and what you can do better next time.
6. Use Multimedia Tools
Incorporating visual content, such as images, GIFs, infographics, slides, or other relevant options, to break up your writing is another approach to attracting your audience. Visuals can help you convey complex information in a simple and accessible way. It also gives readers the time to process and absorb the information they are reading.
Ensuring your content is visually appealing also helps to prevent attendees from getting lost in text blocks. Visual aids can help explain facts and emphasize important information. Moreover, visuals are an excellent tool for audience interaction during the event.
7. Leverage the Power of AI
Imagine having a super-intelligent robot by your side, one that can analyze and understand your audience’s behavior, preferences, and interests with remarkable accuracy. This robot then takes all that information and generates content specifically tailored to their needs. Well, AI-powered content is just that robot, and it’s an incredibly powerful tool for creating personalized content that resonates with your audience.
With AI, you can generate headlines, social media posts, emails or even landing pages that are perfectly optimized for your audience. By leveraging the power of AI, you can get a headstart in your event marketing efforts.
vFairs also offers AI productivity tools powered by ChatGPT that can help you craft clear and engaging copy for your landing pages, draft event emails, generate speaker bios, agendas and much more.
8. Reach a Wider Audience through Social Media
Social media is an excellent platform for promoting your event and generating buzz. You can use social media to share behind-the-scenes footage, teasers, or testimonials to generate interest and engagement. Use attention-grabbing headlines and eye-catching visuals to capture your audience’s attention. Hashtags and tags can also help you reach a wider audience and encourage engagement.
9. Communicate through Email Marketing
Email marketing is a great way to communicate with your attendees before and after the event. You can use email to send out reminders, updates, and follow-up surveys to keep them engaged and informed. Use a personalized greeting and a clear call to action to encourage your audience to take action. Use a conversational tone and keep your emails concise and to the point. Email marketing can also help you build relationships with attendees and generate leads for future events.
Copywriting Tricks For Virtual Events
Copywriters have a powerful tool at their disposal: the ability to use words and meanings to evoke desired emotions and influence the decision-making of their audience. By leveraging basic human psychology, they can create content that resonates with readers and drives engagement. While not every trick in the book will fit every content piece, there are some tactics you can practice when writing for your virtual event.
Priming
The human brain tends to recognize information it has recently seen or heard. By starting your content with a reference to something specific, such as trends, viral online discourse, or the latest news in the niche, you can prepare the audience’s minds for receiving your message.
Reciprocity
Giving your informational content to event attendees for free can bring the reciprocity effect into action. The more useful the content is, the more likely they will want to do something positive for you in return, such as buying from your brand.
Social Proof
People are more likely to believe or love something if they see it’s popular or others love it. Reinforce your virtual event content with screenshots, customer feedback, statistics, and influencers’ support to create a sense of social proof and build trust with your audience.
Key Takeaway
When executed effectively, content writing for virtual events benefits both the visitors and the business. Attendees gain valuable knowledge, while the brand gains engaged and satisfied customers. To make virtual events successful, it’s crucial to prioritize creating engaging and informative content instead of focusing solely on promotional material. By crafting compelling presentations, articles, brochures, and other collateral materials that align with the event’s purpose, you can provide added value to your audience and increase engagement with your brand.
If you have finished creating content for your virtual event but are unsure how to market it, we have a complete event marketing guide to help you! Our guide offers step-by-step instructions and tips to help you promote your event on social media, email campaigns, and more. With our help, you’ll be able to reach your target audience, generate buzz, and make your virtual event a success.
