22 January 2016
What is content marketing? How does event content affect their success? These questions were answered by participants in the "Marketing Content" session held at the 5th Europe + Asia Event Forum in St. Petersburg.
The session was organised with the support of the INRU national leader intellectual conference, and attracted an audience not only for content, but also for form. Each speaker was only given 11 minutes. The clock counted down the time and set a businesslike pace. The performances were recorded on video, which pressured speakers into retaining composure and not losing their vivacious mood. "In preparing events, it is necessary to pay special attention to the speakers: the content of the speech, rhetoric, energy and motivation. This is what can make a conference interesting," explained INRU project director Aleksandra Boretsova. The organisers of the meeting coped with the set objectives.
Karla Juegel, founder and general director of Messe Marketing, spoke about the importance of content for events. Nikita Kellermann, founder of the Kellermann company shared experience of creating interesting content for an event. One method is to provoke conflict, when customers and experts at a meeting hold different views. This discussion attracts the listener's attention. He noted that using interesting content can create value to an event. The content of the conference affects promotion of the event, attracting media attention, partners and potential participants.
INRU national leader intellectual conference and R&C Exhibition Research and Development Centre assessed conferences that took place in Russia. Experts compiled the INRU Rating, which was presented at the session. Aleksey Chuvaev, head of the content centre of R&C Exhibition Research and Development Centre talked about the results of the joint research. The Social Network Analysis method was used on the Russian event market for the first time. Specialists analysed the text data and revealed semantic links between them. The research has revealed the most informative industry events, determined best practices for event promotion in the information field. The rating results will be of interest to professionals in the event industry and companies order events.
