One of the things I always keep top of mind when creating any type of content—an article, a video, a podcast, even the humble, enduring PowerPoint presentation—is that it needs to start a conversation. Does the piece give its audience enough to react to, question, or debate? Is it going to spark a new idea or new ways of thinking?

That’s what creates an experience. A dialogue.

Recently, we’ve been thinking about how we can create even more connection, deepen engagement, and introduce more opportunities for dialogue. With the proliferation of digital channels, it seems like a LinkedIn article or YouTube video lit up with comments or emojis does the trick. But I’d argue that more immersive, distinctive experiences and programming can give a piece of content so much more dimension and flavor—and create more purposeful engagement with ideas, stories, and authors.

Events can offer this dynamism. They can extend what’s on paper or screen and strike different chords with the audience. Take the music played as an author walks up to read a piece, or the custom-designed notepad waiting for each speaker and audience member at a roundtable: These things bring personality to the content and give it a different weight.

• The launch of a short video can become an elevated screening if you incorporate it with a Q&A from leadership and themed hors d’oeuvres.
• Unexpected wall art or an installation created from the imagery or data featured in a flagship report can immerse the audience in the content.
• The choice of venue alone can offer some surprises or meaning. Have a piece on the future of retail? Host a workshop with authors in a place that represents what’s possible. Or maybe it’s a behind-the-scenes walking tour of the studio where a video was shot, followed by a screening.

There’s a reason these elements matter—not just because they’re nice and people love a good app or walk-on song, but because when done well, they heighten the experience of reading, listening, and watching. They set the tone and invite conversation. They engage audiences differently and more effectively than a written piece alone. And, importantly, they resonate long after the piece is launched and the event is over.

Sure, not every piece warrants a panel discussion with a cocktail hour or a large-scale, expensive event. For those that do, taking the time and effort to be more creative and thoughtful and to connect the experience to the content sets the event apart.

• Pick up on unexpected threads—visuals, music, signage, swag—to illuminate elements of the content that could potentially be glossed over.
• Conduct a live workshop or quick diagnostic with an author or expert to illuminate the ideas or solutions discussed in the content.

And for content that might not get the “star” treatment, there are ways to bring a more immersive or experiential element to the audience. For example, a podcast can feature authors discussing their own work. Curated music selections and breaks for their own commentary throughout can bring the intimacy of a book reading to the audience.

Or a virtual “gallery tour” of a selection of data visualizations and art from a report, with an author acting as the guide and explaining the choices in art or offering a deeper perspective on the data, can provide a behind-the-scenes look that feels more personal and exclusive.

And of course, there are virtual Q&A sessions or roundtables. While these are not a one-to-one replacement for in-person vibes—especially the off-the-cuff remarks, surprise laughs, and organic feel you get from live events—they still foster connection.

If one of the hallmarks of good content is that it starts a conversation, then there’s a lot to be said about where that conversation goes and how it can engage people differently to cut through the noise. Thinking about content through an event lens is a way we create more space for curiosity and avenues for creativity and exploration—and move beyond the page or screen to connect people to ideas.