Conferences, large-scale trade shows and exclusive networking events – all a mainstay of any business marketing agenda. In 2020 however, this was thrown into disarray.

Marketing teams had to scramble to reinvent carefully planned event-based campaigns, and pivot their programmes to include a ramped up digital offering and content production activity.

The response to virtual events has been positive, and while physical events will always have a vital part to play in business, the benefits of going digital have been significant, such as reaching a wider and more diverse audience, and scrapping costly overheads.

It’s no surprise, then, that 90% of marketers plan to invest in virtual events this year.


Here’s how to get it right first time:

Talking matters

Virtual events are typically shorter, or broken up into segmented sessions of varying formats. Marketers should consider what the overarching theme of the event is, before mapping out different content tracks and topics.

This helps shape the event messaging, and clearly communicates to your audience what they can expect from attending your virtual event.

Smart content

Planning content is essential for any virtual event. A content programme should include a variety of formats that aim to raise awareness, educate and deliver useful, practical information to an audience.

Consider using content to drive event sign-ups, or as a post-event download, in addition to blogs, video content, LinkedIn articles and social media posts. Creating a library of content that can be shared, amplified and repurposed will secure its longevity and offer greater ROI.


Download our free Spotlight report: Pivoting your event online: how an agile strategy and intelligent content can result in event success


Keep the motor running

The beauty of virtual events is that you can keep them going long after the live event has passed. Make sure that all registered attendees receive access to recordings, and any event collateral. Reach out those who attended with feedback requests and additional content that adds further value, and boosts brand visibility.

To those who registered but didn’t attend, reach out with links to event webinars, articles and video content, and check in with your event audience to share relevant content in the weeks and months that follow.

Staying engaged with your audience and remaining accessible is key to building a loyal customer base.

Are you considering switching to virtual in 2021? Contact The Henley Group team to discuss the support you need.

Contact us here.

Read more: Megatrends in 2021 – Henley Passnotes



The Henley Group is a B2B integrated communications agency, based in Henley-on-Thames, UK. We specialise in public relations, content marketing, corporate communications and strategic consulting for clients in the UK and overseas. We advise, plan, produce and deliver engaging communication programmes for clients across a range of B2B sectors.