One in seven of the world’s population is on Instagram, with over 200 million users visiting business profiles every day – a potentially vast audience for your brand.

And with 71% of businesses now active on the platform, they’re signed up to a whole new market demographic, one that craves personalised visual content.

Some businesses are guilty of creating content for the platform that does not add value or engage the audience. What can they learn from the charitable sector?

Many charities and not-for-profit organisations have been establishing themselves on the social media site for some time – and have a lot to teach corporates in how to leverage those square tiles to deliver powerful brand messages. 

Here are five lessons:

Use people power

Research shows that images with faces in them are 38% more likely to be ‘liked’ and 32% more likely to be commented on. Instagram is a platform that rewards you for humanising your brand. Unicef, the world’s leading organisation working for children in danger, has grasped this. Take a look at some of its recent posts:





At the time of writing, these were Unicef’s most liked images from the last seven days. Unicef is using its key personnel and the children it helps, as its subjects. 

Businesses should replicate this. Use real people, strong images and human examples where you can to make your posts more relatable.



Unlock emotion

Charities know that using images and real life examples evokes emotion in the reader or audience. Follow Greenpeace and Doctors Without Borders for strong examples.

B2B companies might not be telling stories that have the same emotional resonance as those from charities, but it is still possible to find stories from your organisation that build a connection. 

Consider how you can engage your own people to share their thoughts, purpose and passion on your Instagram feed.

Think of Simon Sinek’s Golden Circle. If you’ve got a product to sell, communicate either through evocative imagery or compelling captions why what you’re doing is important.

Captions are also a useful storytelling tool. Instagram allows up to 2,200 characters on its captions which is ample room to complement the imagery beside it. 

Well-written captions bring the story to life, and can act as the post’s main emotional pull if the supplied image lacks sentiment.

Use Stories

500 million people use Instagram Stories every day – and a third of the most viewed Stories are from brands. This is an area for marketers to exploit, especially as they are expected to outpace feeds in 2019.

Dogs Trust regularly posts Story content to its channel as a way to extend brand awareness even further. The charity also makes use of the highlights feature, allowing it to save past stories permanently to the top of its profile, instead of disappearing after 24 hours. Because of this, Dogs Trust can share powerful evergreen content to its followers, such as health tips and dog safety. 

50% of businesses are creating Stories every month, an interestingly low statistic given the obvious advantages.

Stories are an effective way of driving traffic to your website using the ‘swipe-up’ instruction. A strong call-to-action in an Instagram story can direct people to relevant pillar content hosted on your site.

Unleash the power of video

Video content receives 38% more engagement on Instagram than regular posts – and 2.1 times the amount of comments. 

Pencils Of Promise and The World Economic Forum are prime examples of not-for-profit organisations exhibiting quality video content across their Instagram channels. 

The accounts have high volumes of followers and specialise in posting informative, short-form videos commentating on world news and topics. 

Bearing in mind Instagram’s one-minute cap on video content, both organisations ensure that their message is conveyed clearly and concisely within the timeframe. 

The Forum’s content has caught the attention of influencers such as Leonardo DiCaprio, who has reshared many videos on environmental issues. 

Post often and keep it relevant

This isn’t as obvious as it sounds. If you’re posting to Instagram once a day, but the actual contents of your post doesn’t add value or spark joy in some way, then there’s no point. Focus on quality over quantity.

The most successful charitable Instagram accounts focus on ensuring that every post shows what they’re working towards; whether that’s a cure, global aid, rehoming animals or caring for people with disabilities. 

Even if it’s only twice a week but it’s relatable, captivating imagery, your followers will appreciate it far more and wait eagerly in anticipation of the next instalment.


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If you would like to know more about how Formative Content can optimise your social media strategy, please email

About the author: Seb Budd is the Content Marketing Executive for Formative Content. He is responsible for planning, executing and driving the social media and blog content for the company. Connect with him on LinkedIn here.

Trust is hard to win and easy to lose – easier than ever, in fact, in today’s world where news travels fast across multiple networks, driven by users, companies and organisations, as well as traditional publishers. 

Monitoring social media is now a full-time job for brands. But just reacting to events is no longer enough. Investing in digital communications to help build trust is crucial to any marketing strategy. 

The importance of this to brand guardians is highlighted in a recent piece of social listening research we carried out at Formative Content.

Chief marketing officers and comms bosses, the research reveals, regularly use the keyword “trust” when tweeting about content.

Why trust matters

Other research, too, shows that trust isn’t just a big concern for brands – it’s also a big opportunity.

According to the 2019 Edelman Trust Barometer, people trust businesses more than they do governments and the media. Almost three-quarters of people are worried about fake news, but a similar proportion look to company CEOs to take leadership on important issues.

So organisations have a chance to step into the void created by a lack of trust elsewhere. And the content they put out on social media will play a key part in this.

What’s the secret?

Creating content that builds trust requires a focus on quality and authenticity.

“Write about what you know” is the advice often given to budding novelists and it’s even more true for businesses. Companies that produce blogs and videos about things they understand are much more likely to be considered genuine sources of useful information.

Messages should articulate the views of the organisation with clarity. And, of course, honesty is a given – pretending to be something you’re not is likely to have the opposite effect to that you intended. 

Find the emotion

The most successful content makes a connection with the person reading or watching, and central to this is acknowledging that person is human. 

As I write in my forthcoming book on brand journalism, it is a mistake to ignore the emotional side of business communications.

Marketers and comms professionals all too often think that’s just for consumer brands.

People want to feel an affinity with anyone they’re buying from and trust is imperative in building that relationship. But you can’t just communicate and expect to get attention.

To be effective, content needs to embody the qualities that make the best journalism compelling. It must be relevant, reliable and credible. It needs to keep the reader engaged and offer a fresh perspective on an issue the audience cares about. 

The value of trust

In short, your content needs to deliver real value. If it does, it will help grow meaningful and enduring relationships with your audiences. Over time trust will grow, and in turn give a tangible boost the brand.

Marketing expert and author Michael Brenner says people want to learn new things, and expert thought leadership builds trust. He cites the example of consultancy Capgemini, which created a corporate storytelling website to showcase the talents of its consultants.

The initiative delivered nearly one million new visitors to its brand website and attracted more than 100,000 new followers to the firm’s LinkedIn page, as well as 1.8 million shares of their content. 

A boost in trust can directly impact on a company’s bottom line, according to a recent Accenture report

“In this age of transparency, how a company does things has become equally important to what it does,” says the report. 

“Companies need to very intentionally create a culture of building, maintaining and preserving trust, and bake it into their DNA, strategy and day-to-day operations.”


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If you would like to know more about how Formative Content has helped build trust amongst client audiences, please email

About the author: Gay Flashman is the CEO and founder of Formative Content. In April, she was named in Thrive Global’s Top Female Creatives of 2019 list. Connect with her on LinkedIn here.

It has half a billion users and was the App Store’s most downloaded app of 2018, beating the likes of Facebook, Snapchat and Instagram. It’s active in 154 countries around the world and is showing no signs of slowing.

Its name is TikTok and it bills itself as the “destination for short-form mobile videos”.

But should B2B marketers be taking note?

What is TikTok?

Beginning life in Asia and then launched in 2017 by ByteDance for markets outside China, TikTok is the way for primarily teens and Generation Z to engage with each other through music, dances and videos lasting between 15 and 60 seconds. 

Now though, global news organisations such as The Washington Post and NBC News have joined the platform. Consumer brands such as Burberry and Calvin Klein are on board and even sports teams like Liverpool Football Club are using TikTok to generate content aimed at raising brand awareness amongst a younger audience, in a way that resonates with them.

The question is: how can B2B brands harness TikTok’s power? Is it just a brand awareness tool? Or is there more to it?


Not everybody seems to be convinced. According to some, B2B marketers can safely ignore TikTok in 2019 and possibly forever. This is unsurprisingly down to the young audience, clique-like nature and time restrictions on message delivery.

Whilst the demographic at the moment sits in 18-25 range, the older generation is expected to arrive in due course, as happened with Facebook. So arguably, now is the time for businesses to invest in TikTok and establish a following through expressive and compelling content that explores what makes them fun and interesting. 

Think of it in the same way many B2B businesses conduct themselves on Instagram – using the network to share captivating, cultural content. Instagram began as just a way to share pictures with friends, and now there are more than 25 million brand accounts who regularly connect with and, most crucially, sell to their audience. 

TikTok has a long way to go, though.

With its young userbase, the decision makers just aren’t there yet, so there’s not much for B2B brands to market to – and there really is no way to tell when they’ll show up. 

By the time they’re in senior level roles, will TikTok still be around? Just look at the demise of MySpace and Bebo.

There’s also a pertinent question B2B brands will have to ask themselves – do they want to create a new innovative side to the business, without jeopardising their authenticity and integrity? Do they want to completely shift their tone of voice? 

If the answer’s yes then brands have got to be willing to experiment and test new ideas fully knowing they may fail. This could put a lot of well-established corporate players off.

Waiting game

So why then, have The Washington Post taken the gamble and joined in the first place?

Dave Jorgenson, the driving force behind the Post’s TikTok page, said: “The long-term plan has always been that we’d use this as we use any other platform. [Someday we will] post news in the way that reflects the platform. [Right now the plan is to] jump in and be part of the fun.”

Jorgenson, who primarily serves the newspaper as a producer and editor in the Creative Video team developed a seven-page proposal for his bosses – and they approved his plans. 

Clearly, The Washington Post is confident in TikTok’s future. But it does have the advantage of being able to wait a decade or so to see if it brings in readers in the future. 

TikTok is also currently in the very primitive stages of allowing brands to advertise on the platform, so this could be another route in. However, it circles back around to that key factor of who the brands would be advertising to.

It seems that, for the short term at least, TikTok might not be the best place for B2B brands to be advertising. Building brand awareness is apparently the strategy for those already there, but any selling is going to have to wait a while.


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If you would like to know more about how Formative Content can optimise your social media strategy, please email

About the author: Seb Budd is the Content Marketing Executive for Formative Content. He is responsible for planning, executing and driving the social media and blog content for the company. Connect with him on LinkedIn here.

Why are you reading this? Your purpose, we’re guessing, is to find out more about content marketing and because that catchy headline piqued your interest.

But do you know why your clients and their audience would read anything you create? 

Tim Williams, CEO of Onalytica, says people aren’t interested in ‘what’, they want ‘why’. 

Speaking at a session on influencer marketing at B2B Ignite at the Business Design Centre in London, he said that as marketers we should be asking ourselves ‘why will people want to read this?’ ‘Which pain points am I addressing?’ 

If you can’t think of any, how can you be sure there are any? Maybe it’s a sign to re-evaluate what your audience needs from you.

Whys matter

Let’s dig a bit deeper into this why question.

Simon Sinek, author and TED Talk(er) extraordinaire, developed the ‘Golden Circle’ concept to explain how businesses can differentiate themselves and build their value proposition.

His theory goes that if a business strategy starts with the ‘why’ rather than the ‘what’ or the ‘how’, your message will carry much more meaning. He says: “People don’t buy what you do, they buy why you do it.”

The Golden Circle

Sinek uses tech-giants Apple as a perfect example of a brand whose philosophy begins with ‘why’ – challenging the status quo, thinking differently. The ‘what’ – making computers – is almost irrelevant.

The same principle can be applied to content marketing. 

People first and foremost, want to know why your content will help them achieve their goals, not what it is.

Take a step back to think about what the ‘why’ of your content is and then lead your copy with it. People will take much more notice of it when you address the issue straight away. Why should they read on? The ‘how’ and the ‘what’ then follows.

You’ll quickly see that if you can communicate the core purposes of your content before anything else, the trust between you and your audience will grow and solidify. People buy from people, and if you can embody the same fundamental beliefs as your market, you’ll see that trust blossom.

How to communicate purpose

Forbes identified three effective methods for communicating purpose. They are: 

  1. Challenge vs Overwhelm
  2. Clear but unfinished
  3. Repercussions and rewards

Starting with Challenge vs Overwhelm, content needs to excite people and challenge them to stretch themselves to be a greater version of themselves. However, we mustn’t overwhelm them with unachievable goals, unmanageable expectations or statistics that scare the reader. Inspire hope, don’t instil fear.  

The goal with the second point here is a little harder to define. It’s important to outline a clear direction for your reader in which to propel themselves, but with flexibility on the route to get there. Forbes describes it as the ‘fine line between governance and guidance’. 

Ultimately our content should be sparking an image of a company where processes are streamlined, productivity is increased and ROI is greater. However, every client is different and has their own USPs, so it’s vital to offer variation in how to achieve their vision.

The third and final method speaks to what energizes people. In a survey of workers, 98% believed meaningful work was ‘important’ or ‘very important’. So it follows that content that carries greater meaning delivers greater rewards and is more likely to be followed. 

In short, people are tired of products. What they’re interested in now is context. A piece of content is nothing without purpose. 

To demonstrate why our content is going to help somebody, we must communicate with honesty and direction. Illuminate all the reasons why this information is key to their success and do it before you try to explain anything else.

Begin with the ‘why’ in everything you do. It’s an unbreakable foundation for success.

You’re a sesquipedalianist. And you don’t even know it.

We all like to sound clever. Who doesn’t like to come across as though they understand stuff that other people don’t?

It’s a natural human impulse. It doesn’t make us bad people. But it does make us bad writers.

Take the heading above. Anyone who uses the word sesquipedalianist is clearly hugely annoying because most people obviously have no idea what it means.

A sesquipedalianist is someone given to using long words. And we are all sesquipedalianists. Some of us are just better at suppressing the urge.

As writers who often have to interview specialists to put together accessible, intelligent articles and blogs, we not only have to hold back our own desire to use long words and jargon, we have to hold back theirs too.

And that’s a lot of sesquipedalianism to deal with.

Nanosphere complex

In the 1990s there was a shampoo ad on TV that promised to coat your hair in ‘nanosphere complex’. Which sounds amazing, right? Except that it isn’t a thing. It’s completely meaningless but sounds vaguely impressive (or did in the 1990s).

And that’s how most industry jargon comes across to people on the outside. Apply the nanosphere complex test to everything you write. Does it really mean anything? Do people actually know what you’re talking about? If not, rewrite and repeat the test.

There there are very few things that will kill a reader’s interest as quickly as the use of jargon. It is also a strong sign that the article isn’t very well written

If someone doesn’t understand a term immediately, it will break their concentration, frustrate them and probably make them think that the article isn’t one they’ll be interested in.

We live in a pretty brutal world – there are masses of articles out there vying for readers attention.

Even if you’ve managed to stop someone scrolling, tempted them to click and persuaded them to read, if they have to stop for even a second because they don’t understand something, you’ve lost them and they won’t come back.

Business nonsense

Writing Business to Business blogs it can be tempting to just repeat the jargon used by an interviewee and hope that the reader will understand what is being said.

There are two problems with this.

Firstly, you may not understand the issue properly yourself and as such, you’ve basically got no idea what you’re talking about.   

Secondly, even if you do understand it, you are limiting your readership to people who already know an awful lot about the subject. And most clients will want to extend the reach of their articles far beyond that.

There is very little art in writing a jargon-filled article. Translating a jargon-filled interview is something that takes imagination, patience and brain power.

Our job is to listen, understand and then translate so that the reader doesn’t tadalafil 5mg canada have to.

The Clapham Omnibus

In England, there has long been a notion of the ‘ordinary’ man. Often said to spend a great deal of time aboard the Clapham Omnibus, this chap is a model of intelligent reasonableness.

Journalists are often told to write for this guy. Would he know what they’re talking about?

I don’t spend much of my time mentally ‘shouting sentences’ at someone on the Clapham Omnibus but I do stop to think if my mum would follow what I’m writing. And if she wouldn’t, it gets rewritten until she would.

It doesn’t have to be Omnibus Man or my mum. But everyone needs someone to mentally test their copy against.  

Jargon busting

There are good reasons people use jargon.

It creates a unique mini-language around a particular field of expertise and that helps those within it communicate accurately and easily. But jargon doesn’t travel.

Some people enjoy the exclusivity of sounding knowledgeable about a particular subject. Others are so immersed in jargon they can no longer communicate without it.

Either way, we have to cut through.

When interviewing people as the basis for writing an article or blog post, ask them to explain their work, their view or their thesis to someone who doesn’t work in the industry.

If that’s not helping, ask them to summarise in two sentences or 10 seconds.

Don’t be afraid to politely ask for clarification – “what does that mean in simple terms?” or “talk to me as though you’re explaining it to a 6 year old”.

Trust your gut – if you don’t think you have grasped something, ask again. A small amount of awkwardness in the interview is worth it if it helps you write an article that is clear and readable.

If you’re not getting anywhere, change tack. Ask about something else and then re-ask the question you’re stuck on in a different way further down the line.

Ask the expert to list several elements to the answer – that way they’ll break it down and give you more digestible chunks.

Aim for accessible writing even when you’re covering very complex issues. Write to appeal to everyone interested in current affairs. Don’t assume insider knowledge and don’t patronise either.


And don’t use long words. Unless your audience is replete with sesquipedalianists…


Like this post? Read ‘Why you should be writing for an intelligent goldfish‘.

Keith Breene is a Senior Writer at Formative Content and has 20 years experience as a national journalist and corporate storyteller.

Extracting key information from specialists to create engaging stories and content is what our journalists do best. If you’d like us to help tell your corporate stories, get in touch.

Email: or call our team on 01494 672 122

Formative Content is a UK based content marketing agency producing high quality content, live event coverage and strategic communications support for clients around the world.


Events are still a crucial part of our business calendars. Most people are fairly comfortable with running a typical event; you book the venue, the invitations are sent out, presentations prepared and attendees (hopefully) walk away with some value. But in the digital age, that walk away value has never been more important.

One tactic that has an impressive impact, and can differentiate your event from others, is a live blog.

Live blogs: the opportunities

We’ve previously discussed the advantages of live-streaming your event, but having a live blog presents advantages of its own:


• It can create a buzz as the event is taking place, capturing the activity that’s happening and sharing it with attendees and non-attendees.

• It can extend the reach of your event to a much broader audience.

• It allows you to add value to your clients by identifying and sharing relevant key points from sessions.

• With a live blog you can encourage, direct and showcase discussion about your event.

• It extends the life of the event beyond the actual day – it is an easily accessible record of your event.


Your audience will expect to see some digital content associated with the event. And it can help drive sales. A recent study by Virtual Edge Institute shows that 82% of online audiences said they found digital content helpful in deciding whether to attend an event in-person the following year.  

In our own report, The Future of Events: The Challenge of Digital, we found that 97% of business event customers see digital content as a non-negotiable essential of an event.

What is a live blog?

A live blog differs from a ‘regular’ blog in that it is a real-time narrative of an event. It plays a critical role in the Digital Event Newsroom set-up that we create for clients to help them get the most out of their events.

Live blog success in 8 steps

1. Choosing the right platform

Platforms like CoverItLive, Livefyre, Storify and ScribbleLive create a dedicated box on your website to publish short-form and mid-form updates. The most recently updated posts automatically appear at the top.

If your website doesn’t support any of these platforms, you can continually update a regular blog post and manually input timestamps for each update.

2. Starting up

The most important part of the live blog is the introductory text – the first words that most readers will see when they click on your live blog. Keeping this text as fresh and up-to-date as possible is key.

The perspective you can give at 7:00 am for a 9:00 am event will be different from what you can provide at 7:30 p.m – so it’s important to keep updating the introduction to capture the attention of the readers as they arrive on your page.

3. Provide insight

The live blog should provide insights gleaned from the experts at your event. The old format of keeping insight ‘exclusive’ and behind closed doors is old hat in the digital age. After all, your aim is to convince the online audience that your events are interesting, valuable and worth attending. Providing this sort of insight can also build trust, something that is even more important in the digital age.

You don’t need to create verbatim accounts of the presentations to share insights – we’ve found that succinct summaries that highlight the key points of a session, work well. We’ve also used quote cards or quick turnaround videos, detailing the key points made by high-profile speakers.

Example quote card: Mr. Bear Grylls, Adventurer, Writer and TV Presenter at the Global Education & Skills Forum 2017 in Dubai.

Quick tip: look at the event’s session summaries beforehand; you can often write an introductory paragraph for the latest update before the session has even begun.  

4. Keep it interesting

Don’t let your live blog become monotonous – mix up the types of content that you’re providing. For example, you could:


• Vary your word count as much as possible. A five-word post can be just as powerful as 500 words, if you’re saying the right thing.

• Use interesting graphics or photographs to keep the blog up-to-date as you work on a slightly longer piece.

• Breaking up long posts with shorter ones makes the blog more visually appealing to readers.


5. Link to session summaries and quick-turn around blogs

At the events we cover for our clients, our team of journalists sit in the sessions at the event, or use livestream coverage, to write up traditional blog posts and detailed summaries. These make for an easy update to the live blog; post the introduction to these traditional blog posts with a “read more” button linking to the full blog once it is live.

6. Track, monitor and share

Social media is a live blogger’s best friend. While updating the live blog, the writer should be monitoring the event and session hashtags. This keeps the blog alive; great tweets, Instagram pictures and photos from attendees and speakers help build the story of the event. It also brings an extra ‘shareable’ element to the blog which helps you spread the word.

7. Continuously edit

When you’re running a live blog, it might be tempting to rush content out as fast as possible However, to ensure your live blog stands out from the rest, your writer should be going back to previous posts, to make sure they as filled out and up-to-date as possible.

Bear in mind that, while it’s important for a live blog to be up-to-date, it’s not the end of the world if the blog goes without an update for a few minutes.

8. Finish up

When the event has finished for the day be sure to close the live blog properly. Use a simple message like:

“That’s all from today, join us tomorrow at 7:00am for more action and insight.”

But the live blogger’s job doesn’t end there. They should go back through the day’s blog to do one final update, tidy up and sub edit. The live blog may well continue to be promoted after the event, so it needs to be of the highest standard.

On the second day of an event, you can pick highlights from day one to use as pre-prepared updates that morning.

The Global Education and Skills Forum is a great example of a live blog.


Have you used a live blog at your event? If you’d like to find out how we can help bring your event to life and reach more people, then get in touch. Tel: +44 (0) 20 7206 2687

Adam Shirley is a Account Manager at Formative Content and specialises in digital content and writing for social media.

Formative Content is a UK based communications agency producing high quality content, live event coverage and strategic communications support for clients.


The Formative Content offices have been unusually quiet over the past fortnight with our teams working on location around the world, providing digital event newsroom content for a number of our clients.

With many of our team members from journalistic backgrounds, providing live coverage for large-scale events is a familiar assignment. This, combined with our experience in social media and digital content, makes our approach to event coverage incredibly effective.

When you think about content in relation to an event, you might just focus on the component parts such as speaker presentations, and maybe a summary blog post and overview of how the event ran. But by infusing quality content throughout the full event lifecycle, you have an opportunity to create multiple touch points for audiences – which, if done right, can help you achieve your broader business objectives.

How can you create quality content for your event?

A dynamic, long-term plan is at the heart of good content strategy. These 5 tips will help you focus and ensure the make the most of your event.   

1. Really understand why you’re running the event

There was a time when events were run just for the sake of having an event, or maybe because there was marketing budget left to spend. These days organisations are a lot more savvy about the events they’re running and they’re part of a broader sales target. To be able to create quality content that delivers, you need to spend some time upfront to understand:

•    What the business objectives are and what the event objectives are that feed into them

•    Who the people are you’re talking to – the buyers, the influencers, your employees

•    What your key messages are for each of those audience groups – what do you want people to take away from the event


2. Create an end to end content plan

An event isn’t just about one day on a calendar anymore and it doesn’t happen in isolation. Start your plan well in advance of the actual event dates – take into account how you will use your blog, social media and other marketing channels to start to create a buzz around your event in the lead up to invitations being sent out.

What topics will excite your potential audience and persuade them to attend in person? How can you share that content so it reaches the right people and makes them want to tell their friends about it? Create your Digital Action Plan, taking into account what you want to be talking tadalafil for sale about before, during and after it happens. Don’t forget to link back to the objectives, key messages and audience you identified in the first step.


3. Allow for flexibility

While having a content plan is important, you’ll need to factor in room to listen to the wider conversation – what are people talking about on social media that might be relevant to your event, speakers or content? What other news, trends or stories might lend themselves to fuel your content?

Keeping an ear to the ground and being responsive will keep your content agile and relevant to your audience. Remember though, don’t try to respond to everything – keep your objectives and strategy in mind.


4. Share the event experience with those who can’t make it

The joy of technology means that we don’t just have to rely on the people in a room to help us achieve higher level objectives. Live streaming, Twitter coverage and fast-turnaround video are ideal for keeping the outside world informed.

We do this for a lot of our clients and also see tech and gaming events doing a great job of this.


5. Track, measure, nurture

It might be stating the obvious, but the best way to assess whether your content is working for you, is to measure it. Before you start, take stock of your analytics across social media, your website, brand health and other indicators that link back to your overall objectives. Then run analytics regularly throughout the event period. Did your content reach the right people? How can you make sure that you continue to talk to the people who loved your content, to nurture the relationships that you’ve started to form?

Don’t just use an event as a hit and run – take the time to follow up. That way you’ll have a better idea of how to shape and improve your content for your next event.

Given the right kind of focus, quality content can really help to elevate an event from being just a meeting, to being something that can leave a lasting impression, for all the right reasons.

If you want help making the most of your content, please do get in touch. You can also download our report, The Future of Events: The Challenge of Digital for further insights into how technology is changing the shape of events.

Formative Content is a UK based content marketing agency producing high quality content, live event coverage and strategic communications support for clients around the world.

For an event to be credible, it must have regular blog content and social media postings. That is the opinion of the absolutely overwhelming majority – 97% – of people who have attended a business event in the last two years.

The finding is from a survey commissioned by Formative Content for its new report: The Future of Events: The Challenge of Digital.

Rapid change

The report polled event organisers and attendees to gauge opinion on what is experienced and expected in the industry and how organisers are responding to rapidly changing demands.


The flip said of the 97% figure, of course, is that only 3% of those who have been to events would regard an event as credible if it did not have digital content. It is a stark demonstration of how mobile devices and digital content have become a central part of the event experience.


Source: The Future of Events: The Challenge of Digital, Formative Content

Information expectation

The central role of online content was highlighted by the fact that the majority of people who attended events said they used the events online presence as their main source of information ahead of and during the event.

Source: The Future of Events: The Challenge of Digital, Formative Content

Source: The Future of Events: The Challenge of Digital, Formative Content

The report shows what a challenging time it is to be running events, with a fragmented media market and multiple, rapidly evolving technologies. But it concludes that with an informed content strategy, there are unique opportunities to too.

“For innovative, dynamic organisations, this is also a time of almost limitless possibilities. With strategic thinking, audiences can be engaged like never before. Credible, authentic and democratic involvement fosters interest and loyalty and helps build a brand that can endure and expand.”

The study sets out the need for a Digital Action Plan to engage and inform event customers before, during and after events and shows how events can evolve to become a year-round brand.

Find out more in the report, The Future of Events: The Challenge of Digital. Enter your name and email address to download your copy.

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Keith Breene is a Senior Writer at Formative Content, specialising in the creation of first class live reporting, blog writing and film making. Formative Content is a UK based content marketing agency producing high quality content, live event coverage and strategic communications support for clients around the world.

Formative Content is a UK based communications agency producing high quality content, live event coverage and strategic communications support for clients.