When people start planning a virtual summit, one of the first questions that comes up is which piece matters most.
Is it landing big-name speakers. Choosing the perfect topic. Or promoting the event everywhere and hoping people show up.
The truth is, all three matter. But they do not matter equally, and they do not do the same job.
If you get the order wrong, you end up working harder than you need to and wondering why your summit did not perform the way you expected.
The Correct Order of Importance
When it comes to summit success, the order looks like this.
- Topics
- Speakers
- Promotion
Each one has a role to play. But none of them can compensate for another being weak or misaligned.
Why Topics Matter More Than Anything Else
Topics are the reason people register.
Most attendees are not signing up just to see a person speak. They are signing up because they believe the event will help them solve a problem or reach a goal.
Your summit topics should clearly move your attendee from point A to point B.
- Point A is where they are stuck
- Point B is where they want to be
- Every session should bridge that gap
If your topics are vague, trendy, or disconnected from a real outcome, even the biggest names will not save the event.
People can follow speakers on social media anytime. They register for summits because the content promises transformation.
The Role Speakers Actually Play
Speakers matter, but not in the way most hosts think.
The job of a speaker is to deliver a specific topic clearly, confidently, and in a way that connects with the audience.
A great speaker does not have to be famous. They need to be capable.
- They understand the topic deeply
- They can teach it effectively
- They respect the audience’s time and attention
Well-known speakers, large audiences, and strong promotion habits are bonuses. They are not requirements.
If you start with speakers instead of topics, you often end up shaping your summit around who said yes instead of what your audience actually needs.
Where Promotion Fits In
Promotion is what gives your summit reach.
Without promotion, even the best summit stays invisible. But promotion cannot fix a weak foundation.
You cannot promote your way out of:
- A topic no one cares about
- Sessions that feel disconnected
- Speakers who are unclear or misaligned
On the flip side, a strong topic and aligned speakers still require promotion. If no one hears about the event, no one can register.
Promotion amplifies what already works. It does not create interest from nothing.
How These Three Work Together
The most successful summits follow a simple flow.
- Start with a clear attendee outcome
- Build session topics that support that outcome
- Invite speakers who can teach those topics well
- Create a promotion plan that gets the event seen
When you respect the order, your summit feels cohesive, intentional, and valuable. When you don’t, you end up overworking one piece to compensate for another.
