Digital content best practice

Getting the most from your digital content

Best Practices for Digital Content

Provide a balance between what’s live and what’s on-demand.

Live is important because it gives the experience the all important ‘you had to be there’
On demand is important because it speaks to everyone’s expectation of hyper-personalization

Create a very clear cadence in the Live component:

Give people reasons and clear times of when to come back to the live stream.
For example every 30 minutes a new segment starts

Use insight and best practices from YouTube viewing:

10 to 15 minutes is an acceptable time for a casual view
up to 45 to 50 minutes is acceptable for a committed view

Have a Live anchor provide commentary and orientation

Activate social media based dialogues

Have supporting contributors

They can advocate for the audience (eg someone that provides in region points of view or monitors specific subjects on social media)

Maintain texture in the specific segments

Avoid a talking head for 15 minutes straight - max 3 mins
Max 30 seconds before something happens on screen
Break it up with video packages, docu-demos, and interviews

Keep it conversational

The primary purpose of experiences is to share content: Sharing new ideas, Information and Entertainment. It’s all about telling the right stories.

Physical to Digital – Guiding Principles

Journey Planning

Holistic approach to the experience that responds to the attendees predicted emotional needs at certain stages.

E.g.: Inspiration/orientation/networking at the beginning. Reflection at the end

Moments of Unity

We will create multiple must-see moments of unity that become shared gathering points amidst fluid journeys.

E.g.: Launches, announcements, influencer panels, entertainment, pop-ups

Serialized Stories

Chapterize content to create story arcs that fit expectations and behaviors of our unique attendees.

E.g.: Inspirational stories, deep learning sessions, hands-on demos, workshops, solution sessions

Tailored Connections

Recommendations specific to audience segments at registration that can be refined throughout the journey. Chat, connection and support at each touchpoint with relevant content and technology.

E.g.: Agendas by personas, demos, experience touchpoints and sales interactions, teaching assistance, peer connections, brand/sponsor engagement