Most likely, your company is among the 88 percent of companies that uses content marketing. It’s defined as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”
Despite the popularity of content marketing, the 2016 B2B Content Marketing Benchmarks, Budgets and Trends Report study shows:
- 60 percent of marketers say creating engaging content is their top challenge.
- 57 percent say producing content consistently is also a challenge.
While you may not be directly responsible for content creation or production, with a little planning and thought, your events can be a source of rich content for your company.
Use these 15 tactics to create content—both about and from—your event:
Create Pre-Event “Rolling Thunder”
Build awareness for your event by sharing content pre-event via social media and blogging.
- If anyone from your company is speaking, drum up attendance by sharing what they’ll be talking about.
- If you’ll host any special booth activities or charitable initiatives, start promoting those a few weeks before the event begins.
- Use Q&A blog posts or video interviews to showcase industry speakers or KOLs who will be present.
- If the event is taking place in the same city as your corporate headquarters or a local office, ask team members to share their restaurant tips and favorite hangouts. Compile a blog post with everything you should do while you’re in town for the event.
- Don’t forget to include visual content too. Share “sneak peek” photos and videos of pre-event preparations.
Extend Your Event And Content Marketing
During your event, capture content to re-purpose and share.
- Videotape keynote presentations or press conferences. Use select clips for webinars, internal meetings or press communications.
- Invite top customers to give video testimonials. Post-event, edit into short sound bites—then include in case studies, on your website or in sales presentations.
- Use Periscope or other live-stream technology to broadcast special presentations or press announcements you make at the show. Record an archive copy to edit and re-purpose into stand-alone videos after the original broadcast is over.
- Conduct verbal or video interviews with experts at the show about new trends or industry hot topics. Compile responses into a research report sponsored by your company.
- Videotape in-depth demonstrations for new or featured products. Use edited versions on your website, in stand-alone support materials or as powerful training materials for new hires.
- Take photos of attendees participating in booth activities. Share on social media to drive others to join in the fun.
- If you have a contest or prize drawing, capture winners on photo or video too. Congratulate winners by sharing through the event app or on social media (of course, including the event hashtag).
Keep the Event Going
Give your event an afterlife by sharing all you learned and captured.
- Write summaries of what you learned at educational sessions, heard around the floor—as well as how your company participated in the show. Share write-ups in your company’s eNewsletter or as stand-alone blog posts.
- Like or retweet other post-event content in addition to other event-related content you create and promote.
- Edit all photos and videos into a short highlights video that can be shared—not just with attendees, but also with non-attendees and employees.
Apply just a few of these tactics and not only will you build a stream of quality content, you’ll increase the visibility of your event program.