Introduction

The Impact Arc Framework, developed by the We Are For Good team, is built on four interconnected stages: Staging, Storytelling, Syndication, and Stoking. This framework transforms events - and content - into powerful, ongoing value generators for your target audience, marketing team, sales team, product, and company long after the event ends.

Here is an overview of the framework:

1. Staging: focuses on preparing your audience and setting the tone for the experience.
2. Storytelling: delves into content creation, speaker curation, and crafting impactful narratives.
3. Sydnication: a content syndication process ensures content lives beyond the event, repurposing it into evergreen assets.
4. Stoking emphasizes engagement, keeping the momentum alive through intentional interactions, amplification, and community building.

In a recent interview with We Are For Good, they shared how they have built a repeatable approach to ensure that content thrives long after an event ends.

Meet the We Are For Good team:

The impact they've seen:

• Built a global community that gathers bi-annual through their virtual and in-person events
• Garnered 600,000+ podcast downloads
• Syndicated conversations into evergreen educational content that can be accessed through a comprehensive library and membership program

Watch the entire conversation on-demand:

Staging: Setting the Scene for Impact

Staging is the foundation of successfully creating content and launching an event. It’s akin to the silent phase of a campaign—a time to prepare, strategize, and involve key stakeholders early-on.

Jon McCoy of We Are For Good emphasizes that staging is “getting your audience ready.” This phase is about rallying your closest believers, the community members who will champion your event and its purpose.

Key Tactics for Staging:

1. Early Engagement: Identify and involve core advocates early. They should feel like insiders and co-creators, not passive attendees. Think of these insiders as content syndication partners who will help amplify your event and event content.
2. Audience Mapping: Segment your communication across your audience, and focus on campaigns that will align with your ideal customer profile. Whether through emails for boomers or social media for Gen Z, staging starts with understanding your audience’s communication preferences.
3. Content Teasers: Introduce your event through pre-event storytelling, using blog posts, social media clips, and teaser emails to build anticipation. This is a form of a content syndication campaign that you can run before the event even begins.
4. Community Involvement: Tap into your network to amplify your message. Becky Endicott stresses the importance of engaging your audience before the event, stating, “Your community is your most powerful asset.”

Pro Tip:

Start at step zero, not step one. Before launching any event, create a warm-up sequence by engaging your closest advocates—your "believers." Share early insights, involve them in the planning process, and make them feel like insiders. By doing so, they’ll become your event’s most passionate champions. Becky Endicott emphasizes this approach: “Staging is understanding that your community is an asset of execution. When you tap into your audience for input, excitement, and amplification, the event begins to belong to the collective, not just your organization.”

By leveraging your community early, you’re not just preparing them—you’re empowering them to help you succeed.

Storytelling: Crafting Transformational Experiences

Once the stage is set, storytelling becomes the heart of the event. For We Are For Good, storytelling extends beyond the event itself; it starts with meaningful relationships and continues with every speaker, topic, and panel curated.

Key Elements of Storytelling:

1. Speaker Training and Preparation: Julie Confer underscores the importance of over-preparing for speaker success. “Our speakers know exactly what to expect, and we build trust by aligning with their needs,” she says.
2. Topic Selection: Focus on transformational content rather than transactional interactions. Panels should tackle critical issues and drive meaningful dialogue.
3. Engagement in the Moment: Ensure sessions are designed for interaction and connection, creating an inclusive atmosphere where every voice matters.
4. Ongoing Feedback Loops: From brainstorming topics to tailoring content delivery, engage speakers and attendees to co-create the experience.

Pro Tip:

Use technology to streamline the speaker experience. Tools like Riverside.fm or Otter AI can simplify preparation, recording, and post-production, allowing your speakers to shine while reducing their workload.

Syndication: Creating Evergreen Value

Post-event syndication transforms ephemeral moments into enduring assets. Julie Confer explains, “An hour of content is a gold mine. One event can generate dozens of pieces of content that feed your strategy for years.”

Steps to Effective Syndication:

1. Leverage Technology: Platforms like Otter AI or Riverside.fm can help automate transcription, clip creation, and content repurposing. This allows small teams to operate like large-scale production houses.
2. Create a Content Library: Store all event recordings, clips, and related assets in an organized repository. The We Are For Good team built an AI-driven membership platform, allowing users to search and access content on-demand. This platform offers members access to a comprehensive content library, including over 650 conversations, workshops, and resources. It also features an AI-driven search function to help users quickly find relevant content. Additionally, members can participate in monthly events and connect with fellow attendees through a private community space
3. Repurpose with Intention: Break down long sessions into micro digital content such as blog posts, social media snippets, or audio highlights. This ensures your message reaches diverse audiences across various platforms. Content syndication platforms like Descript help teams identify the best content to quickly turn into micro-content.
4. Align Content To SEO Best Practices: your speakers help drive trust and authority. Aligning syndicated content to the keywords you want to compete for will help you boost your search engine rankings.
5. Promote Consistently: The content lifecycle doesn’t end after the first post. Return to your archives, updating and resharing evergreen pieces that align with current themes or campaigns.

Pro Tip

Event content can help accelerate impact for your marketing team. By breaking down your content into diverse formats, you can meet your audience where they are—whether that’s on Instagram, LinkedIn, or as a downloadable resource. This ensures your event’s key moments continue to engage and deliver value long after it concludes with ongoing high-quality content.

Stoking: Sustaining the Fire

The final stage, stoking, is all about maintaining momentum. As Becky Endicott describes, “Stoking is about making sure your content doesn’t fade away. It’s about actively engaging with your audience to keep the conversation alive.”

Strategies for Stoking:

1. Engage in Real-Time: Respond to comments, share reactions, and initiate discussions on social media platforms to keep the dialogue going.
2. Tag and Amplify: Tag participants and collaborators in posts to encourage sharing and engagement. This extends the reach of your content beyond your immediate audience and allows your content to reach a broader audience.
3. Utilize DMs: Slide into the direct messages of participants to thank them for engaging or to invite deeper conversation.
4. Measure and Iterate: Use analytics to understand what content resonates most and adapt your strategy accordingly. Take these learnings to run content syndication campaigns.

Pro Tip:

Plan for stoking during the event staging process. Schedule posts, prepare follow-up emails, and identify key moments to revisit in future campaigns.

Conclusion: Building Beyond the Event

We Are For Good's Impact Arc Framework - Staging, Storytelling, Syndication, and Stoking - offers a powerful roadmap for turning events into evergreen content hubs. By preparing strategically, engaging meaningfully, repurposing intelligently, and sustaining momentum, event professionals can maximize their impact year-round.

This isn’t just a content strategy; it’s a movement-building approach for your target audience. Whether you’re planning a small webinar or a global summit, adopting this framework can help your event transcend the moment, driving valuable insights for your organization and your community.

As Julie Confer aptly puts it, “Content syndication is not just about posting—it’s about creating lasting impact.”

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