Event Success Starts with Analysis: What Does an Event Content Analyst Do?
You've finalised the details, sent out the invitations, and now it's show time. The big day is finally here and you're eager to see all your hard work pay off. But hold on a minute—before the event can begin, there's one more key player who needs to do their part and often we don't hear a great deal about them.
We're talking, of course, about the event content analyst.
What is an event content analyst?
It's a funny job description, but the analyst is responsible for collecting and analysing data from past events in order to identify opportunities for improvement. This important role helps ensure that each successive event is more successful than the last. Here's a closer look at what an event content team or individual does:
Event content analysts are responsible for creating meaningful experiences for attendees that are in line with the goals and objectives of the event. In order to do this, they must have a deep understanding of the event's target audience. They must also be able to identify the wants and needs of that audience, only then can they create an event that will resonate with attendees.
The event analyst has the ability to work across the business, typically enterprise wide so that they have a holistic view of the entire delivery of event content.
Typically the job description includes
They review event surveys and feedback in order to get a sense of what attendees liked and didn't like about the event content
They analyse demographic data to identify which groups are most likely to attend future events and what content may resonate with them.
They ensure the content programme works with your event attendee segments.
They assess and interpret data including marketing copy, web content, event descriptions and so on, making recommendations for either speakers to include or topics to write about when promoting your event.
What skills should a content analyst have?
A content analyst should have a mix of both hard and soft skills as they will likely work across an organisation, potentially on a global scale for international event organisers.
On the hard skills side, they should be proficient in data analysis and understanding various data visualisation techniques to see what content works best, what resonates well with your event participants and so on.
They should also be comfortable working with different types of software to help them not only analyse but also present their data and findings.
In terms of soft skills, a content analyst should have excellent communication skills as they need to be able to clearly present their findings to various stakeholders who may not be familiar with data analysis. They should also have strong problem-solving skills as they'll often need to troubleshoot any issues that arise during the event planning process.
Not only that, key skills of this person should be that they can listen. They need to be able to sit within various teams to understand the objectives of the management at every stage of the business. They will also have a good job in spending time making sure the sales and marketing teams are working togehter, singing from the same spreadsheet if you will.
In order to be successful in this role, content analysts must also be able to work well under pressure as they often need to meet tight deadlines. They should also be detail-oriented and organised as they need to keep track of a lot of different data points from various events.
Why hire a content analyst?
Event companies looking to make key additions to their team, should absolutely look at recruiting a content analysis to help deliver successful content programmes time and time again.
An event content analyst is a key player in ensuring that each successive event is more successful than the last.
As you can see, the role of event content analyst is essential to the success of any large-scale event. Without their insights, it would be difficult to gauge which elements are working well and which need improvement. So next time you're planning an event, be sure to give the content analyst their due diligence—after all, their job is to help ensure that your event is a resounding success!
If you want to know how to create more content with less, read our 2022 Article Circular Conference Content, that was published in the Conference Buyers Guide 2022.