Part 2: In the Post-Covid World, Everyone Needs to Up their Content Game

How can we make content stand out and create meaningful dialogue to engage audiences?

Shared challenges in creating impactful content & having meaningful dialogue

Insight 1: Stand on the Shoulder of Giants for quality content

There are obvious barriers to creating impactful content in the digital world. Whether a marketer or media provider, the entire ecosystem finds this a challenge. Currently, 48% of EI's clients find proprietary channels most effective for disseminating content, in contrast to a mere 6% utilising third parties effectively. In a world where there is more proprietary activity than ever from brands and with quality being key to achieving audience engagement, is there a role for third parties to play around their content creation capabilities?

In the virtual world of events (both proprietary and third party), EI's Barometer shows that marketers and media providers struggle equally with audience engagement; however where marketers struggle to create head turning agendas/content and to secure high quality speaker line-ups, media providers excel. Third party providers are experts in content and there is an opportunity for marketers to leverage their content capabilities in the right place at the right time; using 3rd party and trusted B2B media brands that know their markets well can plug that content gap across a variety of channels.

Top Tips:

Leverage industry influencers/ speakers/ bloggers with large followings, and podcast hosts to populate content/ agendas

Research content well through market research that cuts through the noise and offers appropriate insight on timing.
Understand the terminology that resonates with your audience to produce quality content.

Content remains king (or queen) and if you can find ways to engage users with compelling content, they tend to remember it. People are still hungry for ways to connect but everyone is stretched thin and 'zoomed out' so it is critical to find ways to create meaningful dialogues and/or moments for individuals or small groups.

Insight 2: New Business Models by Media Suppliers offer fresh content formats for Marketers to leverage across channels

74% of marketers surveyed are using digital content creation and syndication to plug the gap left by the standstill in f2f events, and to continue to engage audiences. Media and event companies are responding by increasing custom content production and their digital offerings, as well as delivering this content in fresh formats that is punchy, visual and snackable, a strategy that should also be replicated in the proprietary domain. Where trusted media providers are ramping up content creation capabilities. marketers can also leverage this capability to create content that feeds into their proprietary events. Interestingly EI's barometer highlights the changing role of heavyweight publishers; those who were running a handful of physical events throughout the year but already offering a variety of digital formats have successfully pivoted to virtual events where these formats offer a foundation for success. These providers have scaled up the volume of their virtual events offerings.

Insight 3: 'Small is the New Big' for audience engagement

72% of Barometer respondents (marketers) have been using small scale virtual proprietary events in lieu of physical events, whilst 39% have utilised virtual third party bespoke roundtables to reach audiences. Either way, small scale events in the digital world are proving successful in achieving improved audience engagement. Smaller intimate environments with a skilled Chairperson, offer an elevated platform for peer exchange of ideas, and intellectual conversation. They also push the envelope of sharing content that is impactful and meaningful. Working alongside reputable third party media brands to do this also offers unparalleled access to established senior level communities.