One of the biggest new trends in marketing is “content marketing”—the creation of online assets that can be used to attract, inform and convert website visitors into customers. Ten years ago, no one was doing content marketing, today it’s a multibillion-dollar industry.
Event organizers are sitting on goldmines of content that can be turned into digital assets that will help them in the future to increase event registration and to build a bigger audience online.
As a content marketer for Bizzabo (an all-in-one event management platform), I’ll show you a few ways event planners can turn live event content into digital assets.
Source live-event bloggers
There are many agencies out there that will send expert bloggers to your event. These bloggers can create detailed event notes, interview keynote speakers or write engaging event recaps.
With this content in hand, event organizers can turn to blog posts, emails or PR to distribute it. For example, after the event concludes, organizers could create a simple-yet-effective blog using WordPress and invite attendees to check out the content. Doing so can help to keep the event fresh in attendees’ minds—it can also help to attract new attendees to future events if it becomes discoverable through social media or search engines.
Bloggers who are skilled in multimedia can also help you to capture memorable event moments through photos or video, both are mediums that have been shown to perform well on social media platforms.
By sending multimedia bloggers to your event, you can easily produce photos and videos that can be shared on your social media accounts all year long—again, helping to build event awareness for the future.
Invite speakers to create their own content
If you’d prefer to not invest in event bloggers—or want additional options—consider encouraging your speakers to create content for you (this could even be a requirement added to the speaker’s contract). If you have an existing blog, simply inviting them to write an article summarizing their presentation can be a great way to build a library of amazing content.
If you don’t already have a blog and are opposed to creating one, there are many easy-to-use publishing platforms that can still drive a lot of event awareness when used properly. Medium and LinkedIn Pulse are both great options to consider.
Another alternative would be to ask speakers to write about their session on their own blog, if they have one, and to link to your event website in the article. Link building can be a great way to improve search engine rankings, and the content can still be shared with your audience via social media or email.
Curate content from event attendees
It’s likely that your event attendees will have created a lot of valuable content by themselves. Today, people who go to events often take photos, videos and write articles recapping their experience.
For organizers primarily interested in collecting photos and video from attendees, there are a few ways to go about it. Simply sharing a public Flickr or Google Drive link for people to upload media can work for smaller events.
When it comes to larger events, incentivizing attendees to share content with you can be effective. For example, creating a game where the attendee with the best selfie wins a free pass to next year’s event can be a good way to motivate event goers to produce great content.
By having attendees submit this content via a trackable hashtag on Twitter, organizers will easily be able to view and download the content.
There are many different options for event planners to consider when employing a content marketing strategy. What planners should keep in mind is that they are sitting on a goldmine of outstanding content that can be used to fuel online marketing efforts for future events.
Whether organizers opt to hire a live-event blogger, to enlist the help of event speakers or to curate attendee content, doing so will help to extend the life of an event, while also helping to build a larger online footprint for event planners to attract future event attendees.