Harnessing the Power of Content

If there’s one thing event professionals have learned this year, it’s the importance of diversification. For decades, we’ve relied heavily on our trade shows, conferences and meetings to connect and engage our communities—and depended on the revenue to keep our organizations going. As we all look to adapt our business models in the wake of COVID-19, we’re learning to lean on content as an effective strategy to broaden our offerings, engage our communities and fill the void left by our suspended events.