{"id":5543,"date":"2023-12-23T02:27:05","date_gmt":"2023-12-23T02:27:05","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-to-repurpose-marketing-event-content\/"},"modified":"2023-12-23T02:27:05","modified_gmt":"2023-12-23T02:27:05","slug":"how-to-repurpose-marketing-event-content","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/how-to-repurpose-marketing-event-content\/","title":{"rendered":"How to repurpose marketing event content"},"content":{"rendered":"


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Registration launch day for my client\u2019s global conference is just a few days away. The team has been in overdrive for the past two months, with workstreams gearing up for branding, sponsorships, sales and partner incentives, session selection, keynote planning. The pace is frantic, so you can already guess how much time we\u2019ve spent on post-event marketing.<\/p>\n

Zero. Zip. Exactly none.<\/p>\n

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In the frenzy of event planning, what happens after the event isn\u2019t yet on anyone\u2019s radar. Plus, it\u2019s not a KPI that\u2019s commonly attributed to the event team. Last time, we talked about how to unlock more value from your event content<\/a>, and the value of original content such as breakout sessions in your marketing plan. <\/p>\n

But what happens when there isn\u2019t a digital component for your in-person conference? Let\u2019s dive into some effective strategies to keep the momentum (and the pipeline) going from your enormous event investment. <\/p>\n

Capture the moment: Recaps and interviews<\/h2>\n

Capturing the essence of your event\u2019s impact goes beyond mere attendance; it\u2019s about preserving the knowledge that was shared. Here are three effective ways to document speaker insights:<\/p>\n

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  1. Session summaries.<\/strong> Start with the slide decks prepared by your speakers and write detailed summaries of each session. Or, ask your speakers to create a recap of key points, interesting quotes, and personal takeaways, leveraging the notes and presentations they used for their talk.<\/li>\n<\/ol>\n
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    1. Speaker interviews<\/strong>. You can never capture all the information about a topic in a typical 45-minute breakout, so do a few post-talk interviews that allow speakers to expand on their session content. And encourage speakers to write their own articles or blog posts about their session.<\/li>\n<\/ol>\n
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      1. Attendee feedback.<\/strong> Be sure to get reactions from attendees. Ask for their takeaways on a particular breakout, their experiences with networking and social activities, and the value they derived from the conference. If you\u2019re using interactive badges, your vendor will be able to give you near-real-time updates on the best-attended sessions that you can transform into blog posts, articles, or social media content.\u00a0<\/li>\n<\/ol>\n

        Beyond the event: Engage with visuals<\/h2>\n

        Keeping the buzz going after your event isn\u2019t only about blog posts. Here are four creative ways to keep everyone talking and capture insights at a glance:<\/p>\n

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        1. Webinars.<\/strong> Invite a couple of speakers from your event to talk about their sessions in a panel discussion. Record it or host it live, like this post-event roundtable<\/a> featuring three presenters from MOps-Apalooza, and follow up with an AMA to build engagement.<\/li>\n<\/ol>\n
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          1. Infographics.<\/strong> Capture key statistics, trends, or insights from your events or use an infographic to thank sponsors and attendees like this one from The Ottawa Hospital Foundation<\/a>. Infographics are a seldom-used pre-event tactic, but you can spark a lot of interest with a visual presentation of conference content like Niantic did for a recent Pok\u00e9mon GO Community Day<\/a>. Bonus: infographics are bite-sized and fun to share, an easy way to expand reach.<\/li>\n<\/ol>\n
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            1. Sketchnotes.<\/strong> If you\u2019re lucky enough to have a dataviz artist on your team, sketchnoting can be a creative way to visually summarize sessions. A professional artist can also turn notes into engaging images after the event, like these sketchnotes for Novartis\u2019 European Patient Innovation Summit<\/a> or the Apple iPhone 15<\/a> event.<\/li>\n<\/ol>\n
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              1. Interactive content. <\/strong>Quizzes and polls aren\u2019t just fun; they\u2019re a smart way to keep your audience hooked. Running a quick poll pre-event can also help you get a feel for what your audience is most curious about so you can tailor your talk, like Riskified\u2019s Melanie Reid did on LinkedIn<\/a> before her session at CEMA..<\/li>\n<\/ol>\n

                Dig deeper: Why we care about virtual events \u2014 the ultimate marketers\u2019 guide<\/a><\/em><\/strong><\/p>\n

                Your community is one-of-a-kind. No other event attracts exactly this mix of personalities. Let them shine, and capture the unique atmosphere of your event in real-time with these strategies:<\/p>\n

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                1. Community content.<\/strong> Don\u2019t overlook the gold mine of user-generated content (UGC). Even if you didn\u2019t hit the record button, chances are, your attendees did. A quick search of your event\u2019s hashtag on Twitter and LinkedIn can reveal some gems, like a cool video walkthrough<\/a> of your expo or an attendee sharing how they\u2019re using what they learned at your event to make a difference<\/a>.<\/li>\n<\/ol>\n
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                  1. Q&As and AMAs. <\/strong>Hosting live sessions on social media is another way to engage attendees and answer burning questions from the event. You can get speakers and experts to jump in on platforms like Twitter, Facebook, or LinkedIn for a live chat. And consider a live online event during the conference: just like the audio event at Apple\u2019s Worldwide Developer Conference<\/a>, it can keep the conversation buzzing and boost engagement.<\/li>\n<\/ol>\n
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                    1. Live interviews.<\/strong> There\u2019s nothing like live footage to capture the culture of your event. Take a page from DEF CON\u2019s playbook: they turned a spotlight on their community<\/a> by dispatching video teams throughout Caesar\u2019s Forum to film attendees and document their experiences, adding a dynamic layer to their event storytelling.<\/li>\n<\/ol>\n
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