Mario Lara, an experiential marketing leader with 15+ years of experience across brands like Meta and Netflix, makes one thing clear: content can’t just fill time on an agenda. It has to connect and convert.
In this session, he shares a practical, no-fluff guide to creating event content that resonates with your audience and delivers tangible business value.
This recap breaks down the key takeaways from his session.
Cut through the noise: Content vs. connection
We’re all drowning in content. Your attendees scroll past hundreds of messages every day. So why would a generic panel title or vague session description catch their attention?
Mario’s challenge to event marketers is simple: don’t create content that just informs—create content that makes people feel something. That means:
- Relevance: Tailor your sessions to specific audience pain points and interests.
- Emotional resonance: Content that surprises, delights, or even challenges.
- Value: Deliver actionable insights, not fillers. Give people something they can apply immediately.
- Interaction: Make space for your audience to contribute, reflect, and participate.
Build anticipation with pre-event content
Most event teams wait until day one to start engaging attendees—but the smart ones know the event begins long before that. Pre-event content shouldn’t just be promotional—it’s a strategic opportunity to create early momentum.
Here’s how Mario recommends doing it right:
- Teaser campaigns: Think short, well-produced videos that spark curiosity about speakers, topics, or surprises.
- Behind-the-scenes content: Show your prep process or introduce speakers in an informal way to humanize the event.
- Interactive polls and quizzes: Get early input on what matters to your audience—and use it to tailor your sessions.
- Thought leadership drops: Share original insights or research to position your event as the go-to source in your space.
- Strategic hashtag use: Hashtags are still relevant. Create ones that feel on-brand and easy to use. Push it early to build a community and track conversations.
Make the in-the-event experience count
Once the event starts, content delivery should shift from passive to participatory. This is where you can build buzz, deepen emotional connection, and create material for future campaigns—all at once.
Mario’s live engagement playbook includes:
- Live social media updates: Share quotes, takeaways, and behind-the-scenes moments to bring energy to your digital audience.
- Real-time Q&As: Let attendees shape the conversation. Ask thoughtful questions and invite authentic answers.
- Live video streaming: Open your content to remote attendees and create on-demand assets for reuse later.
- User-generated content prompts: Encourage attendees to share photos, hot takes, or reflections, and amplify them.
- Gamification: Add quizzes, challenges, or live voting to turn passive viewers into active participants.
Keep the conversation going with engaging post-event content:
The event might be over, but the opportunity to drive ROI isn’t. This is your chance to shift from experience to impact.
Here’s what Mario suggests focusing on:
- Personalized thank-you notes: Address attendees by name. Mention the session they joined. Make it feel real.
- Video recaps: Don’t just summarize—emotionally capture the energy of the event. Hire pros if you can.
- Speaker soundbites: Pull punchy quotes and turn them into shareable clips or graphics.
- Follow-up emails: Segment by session attended, industry, or seniority, and tailor your message accordingly.
- Surveys and feedback forms: Send them quickly while the experience is fresh, and keep them short.
- Exclusive follow-ups: Bonus content, behind-the-scenes insights, or early access offers create loyalty.
- Case studies: If something transformative happened at your event, document it and share it as proof of value.
Mario closes his session with the metrics you should measure, how to choose the right formats per content type, and more. Watch the full session for more insights.