CMO · Framework · Intermediate · Saves 35+ hours
Event Content Strategy
A framework for developing event content that attracts and engages audiences.
What's included
- Content Strategy
- Theme development
- Track design
- Speaker curation
- Content differentiation
- Session Formats
- Keynotes
- Panels
- Breakouts
- Workshops
- Networking sessions
- Speaker Management
- Speaker identification
- Content development
- Rehearsal process
- Day-of support
- Content Repurposing
- Recording strategy
- Post-event content
- Evergreen assets
Best used when
- Planning event agenda and sessions
- Recruiting and managing speakers
- Differentiating from competitor events
- Repurposing event content afterward
Why this is Gold
Event content is often generic. This framework creates content worth attending for.
The template
The Template
CONTENT STRATEGY
Theme Development
EVENT THEME FRAMEWORK
THEME REQUIREMENTS:
☐ Relevant to audience pain points
☐ Differentiated from competitors
☐ Tied to your expertise
☐ Flexible enough for multiple sessions
☐ Memorable and shareable
THEME DEVELOPMENT:
Core challenge audience faces: _______________
Our unique perspective: _______________
Theme statement: _______________
Tagline: _______________
THEME VALIDATION:
☐ Resonates in customer interviews
☐ Differentiates from other events
☐ Works across session topics
☐ Supports our brand position
Track Design
| Track | Audience | Session Types |
|---|---|---|
| Strategic | Executives | Keynotes, panels |
| Tactical | Practitioners | How-tos, workshops |
| Technical | Specialists | Deep dives, demos |
| Customer | Users | Success stories, tips |
SESSION FORMATS
Format Comparison
| Format | Duration | Speakers | Best For |
|---|---|---|---|
| Keynote | 30-45 min | 1 | Big ideas, inspiration |
| Panel | 45-60 min | 3-4 | Multiple perspectives |
| Breakout | 30-45 min | 1-2 | Tactical content |
| Workshop | 60-90 min | 1-2 | Hands-on learning |
| Fireside | 30-45 min | 2 | Informal insights |
Session Brief Template
SESSION BRIEF
BASICS:
Session title: _______________
Speaker(s): _______________
Format: _______________
Duration: _____
CONTENT:
Learning objectives:
1. _______________
2. _______________
3. _______________
Key takeaways:
1. _______________
2. _______________
3. _______________
Target audience: _______________
Experience level: _______________
REQUIREMENTS:
☐ Slides due date: _____
☐ Rehearsal date: _____
☐ AV requirements: _____
☐ Handouts/materials: _____
SPEAKER CURATION
Speaker Selection Criteria
| Criterion | Weight | Score 1-5 |
|---|---|---|
| Subject expertise | 25% | |
| Speaking ability | 25% | |
| Audience draw | 20% | |
| Content quality | 20% | |
| Reliability | 10% |
Speaker Types to Balance
SPEAKER MIX
INTERNAL (20-30%):
• Company executives
• Product experts
• Customer success leads
CUSTOMER (30-40%):
• Success stories
• Practitioner insights
• Executive testimonials
EXTERNAL (30-40%):
• Industry analysts
• Thought leaders
• Practitioners from non-competing companies
CONTENT REPURPOSING
Post-Event Content Plan
| Source | Asset | Timeline |
|---|---|---|
| Keynote | Full recording, clips, blog summary | Week 1 |
| Panels | Highlight clips, quote graphics | Week 2 |
| Sessions | Slides, recordings, blog posts | Week 2-4 |
| Event | Photo gallery, recap video | Week 1 |
Frequently asked questions
What is the Event Content Strategy?
A framework for developing event content that attracts and engages audiences.
Who is the Event Content Strategy for?
It is built for CMOs and their teams working on Event Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Event Content Strategy take to use?
It saves roughly 35+ hours versus building from scratch. Our AI coach can tailor the framework to your situation in minutes, then hand you a step-by-step plan.
Is the Event Content Strategy free?
Yes. You can read the full framework and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Event Content Strategy?
The coach teaches you the framework, asks a few questions about your business, tailors the framework to you, and gives you measurable next steps to execute.