Most of us have looked back on photos taken five to 10 years ago and thought, “What was I thinking?!” Maybe it was our fashion choices or maybe it was a particular trendy haircut that isn’t so trendy anymore. We soon realize that what looked good and was considered in style then definitely doesn’t fly now.
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With summer quickly approaching, preparations for trade show season are in full swing. Planning a large, industry-leading event can be quite the undertaking, and nearly every association knows that the months leading up to an annual conference can be a bit daunting. While putting forth your best efforts to put on a great event and increase attendance (and future members), it’s easy to leave event- and year-round content opportunities on the table. I’ve seen so many organizations focus so much on the event itself that the sponsorship integration, cross-promotion and potential content opportunities get lost in the shuffle.
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As a content-obsessed writer and marketer, I found this statistic quite depressing: “On average, eight out of 10 people will read headline copy, but only two out of 10 will read the rest.” So if you’re lucky enough to get them to read the headline, there’s an even slimmer chance they’ll continue on to the good stuff. Pretty depressing, huh?
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Imagine you’re back in one of your college classes. It’s a class you’re really excited about, and you actually already know a lot about the subject. Your professor gives an assignment, but just says it has to be a paper, it’s due in about two weeks, and it will be available to the entire class for their reading pleasure after you turn it in.
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