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Repurposing Event Content To Reach A Wider Audience

There are obvious benefits to repurposing your event content after the conference or show has ended. These include the opportunity to follow up delegates and attendees with content to maximise the value they got from the event, and also reach those interested parties who could not attend.

Repurposing event content provides event organisers with another channel to communicate with the target audience, engage them further, and for post-event conversion: depending on your objectives.

It’s also a great way to get more value from the content generated for the event; be that presentations, transcripts of talks, social media engagement, or video clips.

Considering the amount of resources invested in creating event content, it makes sense to invest a little more to repurpose and distribute it widely.

Planning Ahead: Steps To Ensure You Have The Right Content

While most events are content rich with lots of opportunity to repurpose and roll out in new formats, I would recommend that you have a plan to ensure you don’t have any gaps in content.

For example, a presentation uploaded to Slideshare and distributed to delegates may provide them with a useful reminder of a talk they attended, but it might not communicate the whole story to people who were unable to attend. In this case you may need to provide more context such as an audio recording; or better still a video that captures the entire presentation, audience engagement and key points.

Therefore some forethought is needed to first identify the most useful types of content – how you will use them after the event – and then put in place any practical measures to ensure that you get the right content.

So, if you plan to collate social media engagement using Storify or another tool, you’ll need an event-specific hashtag and to sufficiently promote it before, during and after the event so that attendees use it.

Similarly, if you want to share keynote speeches or seminars with people who can’t attend the conference, you’ll need to record these; perhaps by providing a live stream, and / or publishing video clips for viewing on demand. In which case you will need someone to film those parts of the event.

Many event organisers rely on user-generated content for post-event engagement, and this can be very effective. Tweets, photos, Facebook Live video etc. can all add a different perspective and value to the event. However, there will be times when you need more control over what content is being shared.

A shaky video clip of a key presentation filmed on someone’s smartphone will not have the impact of a professionally shot video. If you want your target audience to get value from post-event content, it needs to be of the right quality.

While video is not the only medium you can use post-event, it is a powerful tool. Statistically most people prefer to get information in this way, and it has also been proven to be more engaging and more memorable than other forms of content.

You can read more about the psychology of video and why it’s so effective here.

Video can be used educate and inform viewers, it can keep key conversations going post-event, and it can also be used for promotional activities.

To this end, your video strategy for your event is really important. Here are just a few ways video shot during your event or conference can be used afterwards:

  • Video recordings of keynote speeches and seminars can be distributed on YouTube or Vimeo for delegates and non-attendees to watch again,
  • Long sessions can be broken down into multiple video segments, collated in playlists on video platforms or on your website, shared via email and / or social media,
  • Short clips of key takeaways or sound bites from the event can be shared on social media to engage interested parties using the event-specific hashtag,
  • Short video clips can be used as teasers for longer standalone films,
  • Video can be embedded into online articles or blog posts exploring the key themes, opinions or highlights,
  • Additional value can be created by interviewing speakers during the event and sharing afterwards,
  • Video testimonials from attendees can be used for promotional purposes,
  • Exhibitors may welcome the opportunity to contribute their thoughts too and gain exposure for their business,
  • The behind the scenes video is a great way to tell the story of your event and give insights into the motivations and aims of those involved,
  • All video assets can be used to create promotional content sharing highlights from the event.

All of the above can be achieved with just a small video production crew and some creative post-production repurposing.

To find out more about using video for your event, whether before, during or after, get in touch. We have extensive experience not just creating engaging and inspiring videos, but also creating bespoke events. Call 01252 717707 or email and ask for Rob.

Caroline Edmonds

Author Caroline Edmonds

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