10 Types of Content We All Crave

When I saw this infographic on Facebook the graphic had lost its attribution, but it wasn’t hard to source it back to InfiniGraph’s Facebook page, linked here.

All event producers are Content Marketers.  We attract buyers by our content, exhibitors by our buyers.  It all starts with our content.

Content takes lots of forms.  Conference sessions, certainly, but also contests, exhibitors, conversations, demonstrations, parties, keynotes, discussion rooms…  It is our content that makes our events must-attend.

This graphic gives us a probably unscientific but excellent checklist of ways to delight with your event’s content:

1. Content that reveals secrets.
2. Content that reminds us that dreams can come true.
3. Content where David defeats Goliath.
4. Content that reminds us that we matter.
5. Content that confirms our assumptions
6. Content that has unexpected twists.
7. Content that tells us a story.
8. Content that challenges our assumptions.
9. Content that inspires us to action.
10. Content that makes us laugh or smile.

Let’s use this list to critique our events and inspire our new initiatives!

I particularly like numbers 4 and 9 because the most powerful thing events do is help us be part of something larger than ourselves.  This gives our lives meaning, and inspires us in our careers.  And it is very hard to get this emotional high outside of the national industry event.  It can be your key unique selling proposition against local events, the internet, publications, and, worst of all, inertia.

 

The [your industry] Olympics

Who are the hidden stars in your industry?  The ones who do whatever your industry does really well?

There was a great article in the Boston Globe last week, front page no less, about one of the best maintenance supervisors at an apartment complex, JP Davis.

Davis, who works at the Brockton Commons Apartments, made it to the finals of the sixth annual Maintenance Mania competition, which recently pitted 3,000 of the nation’s top tinkerers in a battle to find out who’s best at installing fixtures, fixing appliances, and finding leaks.  Think of it as the Handyman Olympics.

The organizer of this terrific competition was the National Apartment Association, and the finals were held during the NAA’s annual National Education Conference & Exposition in Boston.

Similarly, the International Boston Seafood Show holds an annual oyster shucking contest on the show floor.  Oysters are provided by two major seafood distributors, as sponsors, who receive significant awareness during the competition.  The  competition is fierce, with each shucker demonstrating their own unique style.  The winner used a shucking knife he has custom made.

What role can these competitions play in your association/at your event?

• Inspire: Every industry requires certain skills, often unheralded, that individuals can be proud of.  A huge role of an industry event is to build on and encourage industry pride.
• Build Community: There’s nothing like a roaring crowd cheering their favorite contestants on, and it’s a great conversation starter at networking events.
• Sponsorship: I don’t know whether the seven timed trials at NAA were sponsored, but oftentimes the equipment used in the contest can be sponsored, or other ways industry vendors can appropriate fund and participate.
• Entertainment: Looking for a wow event to add to your conference? A well-designed competition is fun and attracts crowds.
• PR: I read about the NAA event in the Boston Globe.  Enough said.

Is your event in the retail field?  Why can’t your buyers show off their buying skills estimating value, or negotiating terms?  IT?  I’ve seen contests in which attendees had to put the hard drives into a storage unit, or configure a network.  Financial services?  Is there a problem set that can be turned into a time trial?  If your industry is a pure knowledge field, then try trivia.

While you want the finals to be held at the national conference, this can be a year-round, national event.  NAA held regional events all over the country leading up to the annual conference. Some contests could start online months before the event.

Inject a little fun at your event, but especially, call out industry pride!