Content & Context: Two of the Most Important Words in Live Events

The content of a live event is what it’s all about: its purpose. The content is the most important part of any live event. The content is also the smallest part of any live event.

Compared to the contextual issues of a live event, the content is tiny. Contextual issues are the things required to bring an event to fruition and the circumstances in which the content is presented: marketing, finance, infrastructure, logistics & operations, scale, location and complexity . . . to name but a few.

Live events are the most powerful medium you have to promote, communicate or entertain.

Before diving in head first, focusing on the content: the sexy, exciting or urgent part of your live event, consider the contextual issues.

Focusing purely on the content: be that a singer, band or performance at a concert, the presenters at a conference, the athletes, rules and their equipment at a sports event or the art and purpose of some public art, make sure you have adequate contextual support too. Knowledge or experience of the content does not automatically qualify you with contextual experience: knowing how to present and deliver that content.

Likewise, if you’re a dab hand at making live events happen, don’t assume that knowing how to deliver a great event qualifies you to deliver or create great content. Your contextual experience needs coupling with relevant content experience and empathy with and an understanding of the integrity of any creativity, ideas or content.

Too much focus on the content without relevant contextual experience can result in the integrity or quality of that content becoming compromised as the reality of delivering it sets in further down the line.

Too much focus on the contextual issues of a live event means, again, the quality of the content will clearly be compromised.

Looking at all the elements that make up your live event, the content is but a tiny component, the most important one, but a tiny one.

An appropriate focus on both content and context is required from the outset – right at the ideas stage for a live event, not once the planning or delivery starts. Too much or too little focus on one or the other will leave you frustrated, can be expensive and will limit your impact or how successful you’ll be. When creating or finding your team or support, you need to make sure those involved have the relevant content and contextual experience.

The content is the exciting part. Make sure it stays exciting.

Understanding the balance between ‘content’ and ‘context’ is a key foundation underpinning everything that I and Allium do. You can get more details about this and many other key considerations required to commission or create world-class live events in our free booklet “Make Live Easy Foundations”. Foundations that will help you:

Create more impact.

Create more success.

Innovate more.

Get your free copy by clicking here.

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