Events, whether physical or virtual, are treasure troves of content waiting to be discovered and used. There are real nuggets of wisdom hidden beneath your events if you have the tools to recognize and find them. From roundtable discussions to informal conversations, every interaction has the potential to be transformed into valuable event marketing content.
If you make a video, such as a recap of the event highlights, this will be a great opportunity to showcase the day. But don’t stop there. Conversations within your industry are powerful, and the way you interact with your vendors and suppliers can help you gain better insights for future products or processes. You can record one-on-one conversations with key customers to get highly granular feedback and repurpose it into blogs or loyalty campaigns.
However you look at it, your events can tell you and your business more than just how successful your business is in terms of ROI. We’re going to give you the tools to turn your event conversations into a goldmine of marketing content.
Step 1: Recognize potential and plan ahead
The first step is to recognize that every event is an opportunity to create a wealth of content. Don’t allow yourself to leave the event without having met your needs. Make the most of your investment by valuing what you can get out of an event, as much as what you bring to it.
- Create a standard checklist: Consider creating a standard checklist to require for events that include video clips for sharing on social media.
- Request for speaker notes: Ask speakers to take notes on their presentations. These notes can be used as the basis for informative articles or think pieces.
- Create digestible content: Focus on creating small, visually appealing pieces of content that are easy for your audience to consume and share.
- Use volume: The volume of content you produce can also make a significant difference. It can fuel your BDR efforts and drive drip email campaigns.
- Collaborate on promotions: Work with your vendors or partners to create promotional materials for upcoming events.
- Ensure appropriate follow-up: Use appropriate follow-up channels, such as podcasts or newsletters, to share information and highlights about the event.
You need to plan how this content will be repurposed across different channels and formats. Consider how key discussions and themes from the event can be shared through short videos, social media posts, or thought-provoking articles. Every part of an event, from interviews and panel discussions to keynote speeches and fireside chats, can be a source of valuable content. By recognizing the potential of each event and planning ahead, you can ensure your content is varied, engaging, and reaches the widest possible audience.
Step 2: Capture and Document
Capture as much content as possible during the event. This could be video clips, notes, blogs, or social media posts. The goal is to document the event comprehensively, capturing the essence of the discussions and the atmosphere. Remember, this content will serve as the foundation for your future marketing efforts. The more, the better.
Step 3: Reuse, Repurposing and Distribution
The marketing game is changing. You learn more about your customers and their problems Real-time. You can disseminate information and get instant feedback to help you understand what’s needed and what’s valued, but you need to disseminate the information. Events are a great opportunity to use your knowledge and get feedback. After the event, get creative. Repurpose the content you’ve gathered into a variety of formats like visuals, blogs, webinars, podcasts, etc. The goal is to engage your customers and partners by providing them with valuable information in a format that fits their preferences and actually reaches them. But we don’t want to overload our customers with content for the sake of producing content. Make sure what you’re doing contributes to the conversation in a productive way.
Step 4: Customize your stories
Understanding your audience is essential to telling effective stories. When repurposing content, consider who you’re trying to reach and what interests them. With slight modifications, a single piece of content can be adapted to meet the needs of multiple target audiences. For example, a blog post aimed at industry professionals can be repurposed into a more general overview aimed at less technical audiences.
Step 5: Maximize the value of your event marketing content
Finally, try to maximize the value of your event content by spreading it out over multiple months and across multiple touchpoints. This approach allows you to continually deliver value to your audience, keeping them engaged long after the event has ended.
Events aren’t just opportunities for networking and learning; they’re also engines of content creation. By recognizing this potential, capturing as much content as possible, repurposing it creatively, adapting it to different audiences, and maximizing its value, you can turn event conversations into a goldmine of marketing content. So the next time you’re planning or attending an event, remember that there’s a wealth of content out there waiting to be discovered, transformed, and shared. Take advantage of this opportunity to engage your audience in new and meaningful ways.
To watch the full discussion on our podcast, click here.