How long does content marketing for events take you? And how much of your marketing budget do you spend? If you’re like most other enterprise event marketers, probably a long time and a ton of money. There’s so much to do and pay for – planning, researching, developing, designing, producing, and launching.
But there’s a way to significantly reduce the amount of time and money you spend producing event content. It’s called event content repurposing.
Think of your event as a product. You don’t just promote your product once and then sit back and watch the magic happen. You create emails, blog posts, social media posts, videos, visuals, and podcasts about it. And you communicate it on many different channels.
It’s all well and good doing content marketing for events before an event takes place, but what about after?
Most event marketers put all their energy into creating content for the event lead-up. Then, once it’s over, they just upload a recording of it to the event registration landing page and never look at it again. Of course, you need to attract attendees to your event, but if you do nothing with your event content after, you’re missing out on a huge opportunity.
The best and most efficient event marketers no longer silo their content & event marketing strategies. They have a marketing strategy that combines both content and events. In other words, they distribute their top content during events and they use their events to create top content.
In this article, we’ll explain how to do content marketing for events in the best way by repurposing event content. We’ll list the advantages and give some examples of how you can repurpose your event content.
Is event content repurposing the same as content marketing for events?
Event content repurposing is a part of content marketing for events that happens after an event has taken place.
It involves taking the events that you run and turning them into many different content formats and sharing them on a range of channels.
It’s a way of really making the most of your event content in the long run. And it works a treat for virtual and hybrid events. For example, if you run a monthly webinar series, you could achieve a 365-day content calendar from all the topics you covered during the webinars.
Searching for the best marketing strategies you need to implement for success? Read our 12 virtual event marketing strategies you need to succeed.
6 benefits of event content repurposing
Speed up content production & maximize ROI
By repurposing your event content, you increase your ROI (return on investment). That’s because instead of creating something completely new, you re-use something you already have in a different format. In this way, you save the time and money you would spend producing something from scratch.
There are metrics you can use to calculate your event ROI. However, calculating it from content marketing for events is a bit trickier. You tend to see the ROI in the long run when you’ve repurposed your content and it brings people to your products or services in the future.
Reach a wider audience & get more conversions
By making your event content available online after your event, you instantly increase its visibility and reach. Think about it. If you run a full-day or several-day event, you’re asking participants to give up a lot of their time to attend. But if you send them an email afterward with a link to the event recording or create blog posts out of the content, you’re giving them the opportunity to access the content in their own time and in the format they prefer.
This also means you boost your chances of conversions. Especially if you create bite-sized videos of your 3-hour-long event recording. Audiences enjoy watching videos. So, if you create a stage in your industry to talk about hot topics and show thought leadership, and re-use that content after your events, you’ll keep your brand at the forefront of people’s minds and create trust. They’ll then more likely convince themselves to register for your newsletter or buy your product, for example.
Get higher engagement & more event promotion
If you repurpose your event content, you create lots of different ways for people to consume what you produce. You also make it available on different channels. This means that your content will result in higher engagement because people can consume it in the format they prefer, and when and where it’s most convenient for them.
You can also use your repurposed event content to promote your event even after it’s over. Virtual and hybrid events no longer have a start and a finish. They stay online forever. So why not make the most of carrying out content marketing for events after they’re complete? It’ll only help you promote your brand and future events.
How to repurpose your event content
Before thinking about repurposing your content, you need to have a clear plan. We don’t recommend making it up on the spot.
The most important thing to keep in mind is your objective, as well as your audience, their needs, and the channels where they spend most of their time. This will help you create targeted content that will be more successful.
When planning out your content marketing for events, ask yourself the questions below.
Looking for guidelines for your event marketing plan? Check out our event marketing plan to rule them all (plus a template to get you started).
1. Is my event content engaging?
Content has to be useful for your target audience. That means it’s no use organizing an event where you just talk about your company and what you’re selling. If you repurpose that event content, nobody is going to show any interest and you’ll have wasted your time.
Make sure your event captivates your audience’s interest from the start, so you know the topic will also engage them afterward.
2. Is my event content evergreen?
Make a conscious effort to ensure your event content will remain relevant for some time in the future. In other words, make sure it’s evergreen by asking yourself “Will people still find my content useful in 10 years’ time?”
Great examples of event content that have stood the test of time are TED talks. TED Conferences have been recording and sharing live events for years. Presentations that were posted online 15 years ago are still popular today. Other examples of companies that are good at content repurposing are Marvel, Disney, and Redbull.
Evergreen content usually talks about principles, basics, or fundamentals that won’t change. Trends and technology will always change, but if you approach them in the right way at your events, you can manage to make your content last longer.
3. What format and which distribution channels does my target audience spend the most time with?
Content marketing for events can take many formats. And it all depends on the distribution channel you’re going to share it on. Think about where your audience spends most of their time-consuming content and work backward from there to decide what format to create.
Your default choice if you want to repurpose your event recording after your event may be YouTube. But do you have a YouTube channel? Does it make sense for your business? How will you then share it on LinkedIn, for example?
Perhaps email marketing would be a better option for your target audience. For sure, email dominates in helping you gain traffic and engaging your audience. It could become one of the main drivers for getting traction for your event content. That’s because people have already signed up to receive it and so they will want to see your repurposed event content. You can improve the effectiveness of email marketing by sending emails regularly. That way you set expectations with your audience and get them excited about what you’ll be sending.
Social media is another channel you can use to share your repurposed event content. But this won’t necessarily get people to link to your site. This is because it’s not always easy to get directly in front of your target audience on social media.
4. When am I going to publish my repurposed event content?
Ever found yourself struggling to think of topics to fill your content calendar with? Once you’ve decided which event content to repurpose, and which format and distribution channels to use, you can fill your content calendar completely.
If you run a series of virtual events, you could create a content calendar for the next year without ever having to come up with topics from scratch.
Decide on how often you want to publish your repurposed event content. It could be quarterly, monthly, weekly, or daily. But ensure you are consistent. Consistency is key in making your content marketing for events successful.
5. How am I going to brand my repurposed event content?
Carrying out content marketing for events with repurposed content is a great way to promote your brand. So, don’t miss out on this opportunity!
Make sure you put your brand everywhere. Whether it’s in your blog post visuals, the musical introduction to your live event, or your on-demand video thumbnail designs.
Content marketing for events: examples of event content repurposing
As mentioned above, content marketing for events can take many forms. You can repurpose your event content in a variety of ways. Here are some examples of event content repurposing.
On-demand videos/content hub
Create an on-demand version of your event recording that people can access whenever and wherever. Some event platforms have a content hub feature that allows you to turn your live event recording into an on-demand video in just a few clicks.
If you’re a life science company looking for how you can book HCP engagement with an on-demand content hub, check out HCP engagement: emerging trends, success metrics, and omnichannel strategies.
Write a detailed case study about your event speakers and their achievements. You can publish this beforehand to boost your content marketing for events. Or you could post it afterward to drive traffic to your recorded event on your on-demand content hub.
You can create podcasts as part of your content marketing for events before or after your event. Invite your keynote speakers and discuss what you will be discussing/what you discussed at the event. Podcasts help you bring some personality to your content and will help with promotion and awareness.
Social media always plays a big part in content marketing for events. You can share slides or highlight videos on LinkedIn after your event to spread awareness. It’s also a great way to reach a wider audience with your repurposed event content because your colleagues, event speakers, and other event participants will be happy to repost and share. After all, it’s a boost for their personal brand too.
Producing blog posts after your event is an effective technique for content marketing for events. You can watch your event back with closed captions or create a transcript to extract the key information and structure it in an informative way. Of course, don’t forget to include keywords to help with your blog posts’ SEO ranking. Blog posts are a simple way to make content accessible on demand and in a written format. Some people may prefer this format because they can read and take ideas from it at their own pace.
Some event marketers worry about others copying their content if they share their slide decks after events. But sharing is caring! And it’s a way to show people the amazing event content you presented and drive them to your on-demand content hub to view your on-demand event video.
Content marketing for events has to be valuable enough for people to show interest. So, creating a detailed report with statistics and specific data that was discussed during your event or research you did beforehand is a successful way to repurpose your event content.
Your event may create the perfect training opportunity for your target audience. So, why not plan a short webinar after your event to provide an online course? This works especially well if your event was very long and can be broken up into smaller parts. You could even organize a webinar series.
A known method of content marketing for events is email marketing. You can break down content from your event into mini pockets of information and send them out as email newsletters to your target audience. This is easy to do if you had lots of panels and Q&A at your event. You can simply take each individual question and create it into a mini piece of content.
Topics may come up at your event that may be worth exploring further. So another way to carry out content marketing for events would be to add the information to your website. You could create a specific webpage or simply add content to what you already have on your website to enrich it further.
Check out why virtual event and webinar marketing is the one tactic demand generation marketers can’t afford to ignore.
How to see whether your event content repurposing is a success
After carrying out your content marketing for events by repurposing your event content, there are 2 ways you can see if it has been successful.
Brand awareness survey
When people sign up for your newsletter, product, service, or one of your future events, ask them where they found out about your brand.
Top marketing tools such as Salesforce, Marketo, and Hubspot do this. They have an open question that says “How did you hear about us?” By leaving an open text field, you give people the chance to provide more information about how they got to know your brand.
This is something you can do for free without complicated software. You just have to ensure you have someone who checks this manually on a quarterly basis and creates statistics about the results.
If 10% of people mention something about an event you held or a piece of repurposed event content, you can say “Thanks to our events, we created 10% of our pipeline this quarter.” You can then share this with management to show the importance of events and content marketing for events.
After you hold an event or while carrying out content marketing for an event, you should see an increase in branded Google search traffic. Of course, it’s hard to determine whether this is actually due to your activity or whether it’s due to some other factor, like the period of time.
You can also look at where your website traffic is coming from. For example, if you create several LinkedIn posts about your event and get more traffic from LinkedIn, there may be a correlation.
Looking for an event platform that makes content marketing for events easy?
SpotMe is an enterprise event platform that you can use to build sensational virtual and hybrid events. It has numerous engagement features to help keep your audience engaged for the duration of your event.
Soon SpotMe will be releasing a new feature called ‘Content Hub’. Enterprise event marketers will be able to turn live events into on-demand videos with just a few clicks. On-demand viewing will be just as engaging as live viewing as audiences will be able to see claps, polls, and Q&A at the time they happened during the live recording. And they’ll be able to clap along too, making them feel like the content is live.
You want to provide your target audience with event content as soon as possible after an event. And it would be better to give access only to those who attended the event or asked for the content. Using SpotMe’s Content Hub will be a fast and easy way to create gated on-demand content for your audience.
Watch this space!
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