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What should your content strategy be for your virtual event booth?
(This question came from Focus Webcast: From Fad to ROI: How Smart Marketers Succeed with Virtual Trade Shows)
What content should you bring, how much, where should you put it?
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2 Answers
Let me start with a few adjectives:
1) TIMELY
2) CONTEXTUAL
3) RELEVANT
Use this combination and you'll hit the "content bullseye". Timely means it aligns with "what's hot now"; contextual means it relates directly to the theme of the virtual event; relevant is self explanatory ;-)
Next, use different flavors of content, since different users prefer content in different shapes and sizes. This includes PDF, HTML, podcast (audio), video and screencasts. It's fine to re-purpose the same content across all the relevant flavors.
One of the biggest benefits to utilizing virtual event technology is that you have so much flexibility with your content. There are many ways to organize it so that you can easily enable attendees to sort through it (if there's a lot), or to showcase really key content items (if there's a small amount).
The content you bring is dependent on your success definition: if you want to move people through the sales funnel faster, give them consideration tools; if you want to get more people in the funnel, give them high level data sheets and offer promotions, etc. Your platform provider will supply best practices tailored to your key performance indicators.
How much content you showcase is another matter. Depending on the user interface of the platform you choose, content can become overwhelming (and therefore ignored) quickly. You'll want to visit other virtual environments from your provider, get a feel for the user experience, and then trust your gut: if a particular virtual room or space feels like it's just too jam-packed, it is, and your attendees will think so, too.
If that's the case, use different virtual room options to spread the content out in thematic groupings to make it easy and intuitive to consume. Some platforms offer really flexible content sorting and tagging options to help with this, as well.
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