Module 3 : Strategic content design
engagement and revenue through virtual offerings , including virtual events , webinars , online roundtables and networking , and premium content . In my spare time , I run a marketing mentorship programme that helps junior executives grow their marketing careers . And together with Virgin StartUps I guide entrepreneurs to help them achieve their business goals and realise their potential .
“ THERE IS A REAL OPPORTUNITY TO KEEP A COMMUNITY ENGAGED EFFECTIVELY THROUGHOUT THE YEAR .”
MEET THE INSTRUCTOR :
NAME : EWA CAMPBELL COMPANY : CHIEF MARKETING OFFICER JOB TITLE : GOVNET
My marketing journey started in B2C where I was running consumer campaigns for FMCG brands . A few years later I entered the B2B world , and never looked back . Throughout the years I led the marketing functions for a wide variety of event businesses , from start-ups , established to FTSE100 . As my career progressed , responsibilities started reaching beyond traditional event marketing — spanning technology , integrated marketing and analytics , growth and measurable impact . I have helped companies carry out digital transformations , implementing the strategy , technology and operations that have allowed them to increase customer value , improve their efficiencies , and open up new business areas . For the last eight years I have been responsible for driving
Are virtual events going to feature heavily as part of the event mix going forward ? What evidence have you seen ?
Virtual events are emerging as a vast growth category and certainly one of the biggest growth opportunities in the events industry . Even when live events return to the mainstream , virtual events will continue to play a part in event strategies . From expanding sponsorships to amplifying brand reach , offering virtual event solutions as a part of live events will become a large opportunity for companies that serve the event sector . And I believe the decision to retain virtual elements will be mainstream for two reasons . Firstly , more and more event organisers plan to add virtual components to live events so that brands continue to see greater attendee reach , have new event monetisation opportunities with sponsorships , and ultimately allow attendees to consume their content in the way that they choose . And secondly , with the hybrid concept and a shift from two or three days to 365 , there is a real opportunity to keep a community engaged effectively throughout the year and demonstrate the associated ROI . Hybrid allows us to keep the conversation open for longer and generate better leads , better connections , and more business opportunities . The challenge for event organisers is getting the mix right .
Provide a top line overview of the module and what it covers .
The Developing Strategic Content Design module provides a comprehensive framework for understanding virtual content requirements . The virtual experience differs from the live experience . Virtual attendees have different expectations and limitations than their in-person peers . This all starts with crafting the right agenda for the virtual audience and this module provides an extensive walkthrough of all elements behind the compelling content design ; anything from identifying core content for an online environment to selecting effective formats that will deliver high audience engagement and interaction . Another key topic in this module looks at the best ways to attract and convince speakers in a virtual environment , as well as all elements of speaker preparations to ensure the best results on the day . The
HYBRID PRESENTATIONS