From Swiggy’s cheeky tweet, “Chris bhau, jevlas ka??” (2.8k views), to Disney+ Hotstar’s live stream (830k views), Coldplay’s recent concerts in India have transcended the stadiums, with brands repurposing content to keep the buzz alive and capture new audiences.
This is a testament to the power of events as content powerhouses. With a strong content strategy, events can become an endless source of engagement - building trust, amplifying your brand’s presence, and leaving a lasting impact long after the curtain call.
Why Should Events Be Part of Your Content Strategy?
Events are packed with stories, insights, and experiences that are just waiting to be shared. But if you’re not capturing and repurposing this content, you’re missing out on a huge opportunity. Here’s why.
Expand Your Reach
Not everyone can attend your event in person. By repurposing content, you connect with a much larger audience who can benefit from the key insights and experiences.
Maximize ROI
Events can be expensive, no doubt, but with the right content strategy, you can extend the life and impact of your event, ensuring you get more bang for your buck.
Keep the Conversation Going
Good content keeps the momentum alive. Recaps, highlights, and testimonials help keep your audience engaged well after the event is over.
Lead Generation
Offering access to exclusive event content like session recordings or guides in exchange for emails is a great way to grow your marketing list.
Data-Driven Planning
Tracking how your event content performs (views, shares, downloads) can provide invaluable insights when planning your next event’s agenda.
What Types of Content Can You Create From Events?
In-Depth Articles: Expand on key topics and insights from your event.
Listicles: Compile top takeaways, best quotes, or actionable tips.
Session Recaps or Transcripts: Offer detailed recaps for readers who couldn’t attend.
Social Media Posts (Photos): Use photographs to share real-time updates and keep the momentum going on platforms like LinkedIn, Instagram, and Facebook.
Reels & Shorts: Share short, engaging snippets from sessions or behind-the-scenes moments.
Quote Cards: Post impactful quotes from speakers alongside event visuals.
Email Newsletters: Recap the event with highlights, key quotes, and exclusive offers for your subscribers.
Podcasts: Repurpose recorded discussions, panels, and interviews into podcast episodes, giving your audience on-demand access to the event experience.
Website Content: Use event content to update your resource hub, adding new videos, whitepapers, or case studies that demonstrate your brand’s expertise.
How to Make Content Creation Part of Your Event Strategy?
Start from the Beginning
Identify key sessions, speakers, and moments that you want to document well before the event. A 'Shot List' of the content you want to capture like - key speeches, networking interactions, attendee testimonials, etc. will be quite handy. Hire videographers, photographers, and social media managers based on your 'Shot List'.
Collaborate with Speakers and Sponsors
Speakers and sponsors are valuable content partners. Arrange interviews, Q&A sessions, or behind-the-scenes collaborations that can be featured in your post-event content. Share interesting content with all your partners - they may promote it to their own audiences, amplifying your reach.
Encourage User/Attendee Generated Content
You've spent a lot of time & resources creating the perfect, on-ground experience for your attendees - now give them a reason to share their experiences. Event hashtags, contests, giveaways, etc. encourage attendees to post photos, reactions, and takeaways on their own channels.
Pro Tips:
*Use Data: Continuously monitor content performance metrics and apply these insights to to tweak your content marketing plan and future event offerings. Tools like Cvent and Hubilo can help.
**Repurpose Often: The beauty of event content is that it can keep delivering long after the event is over. You can use it to refresh & update your existing content with new insights, keeping it relevant and up to date.
Final Thoughts
By embracing a content-first mindset, you can transform your event into a long-term asset that builds awareness, engagement, and trust. The moments you capture today can fuel your marketing for months, or even years, to come.
No matter what kind of content you are looking to generate from your next event - killer keynotes, jaw-dropping visuals, or behind-the-scenes magic, we've got you covered. Get in touch with us and let's fuel your content strategy by creating exciting & memorable experiences together.
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