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Turning Event Conversations into a Marketing Content Goldmine

three men in suits having a conversation around a trade show booth

Events, whether physical or virtual, are treasure troves of content waiting to be unearthed and utilized. Literal nuggets of wisdom wait beneath your events if you have the tools to recognize and find them. From panel discussions to casual conversations, each interaction holds the potential to be transformed into valuable event marketing content. 

If you make one video, say, a highlight reel of the event, it’d be a great opportunity to showcase the day. However, that shouldn’t be where you stop. Industry conversations are powerful, how you engage with your vendors and suppliers can lead to better knowledge for future products or processes. You could record 1:1 conversations with key clients to get really precise feedback and repurpose that into blogs or nurture campaigns. 

No matter how you look at it, your events can inform you and your company more than just success from a bottom-line ROI. We’re going to give you the tools to turn your event conversations into a marketing content goldmine.

Step 1: Recognize the Potential and Plan Ahead

The first step is to recognize that every event is an opportunity to create a wealth of content. Don’t allow yourself to walk away from the event without meeting your needs. Get the most bang for your buck by valuing what you can take away from an event, as much as you value what you bring to it.

  1. Create a Standard Checklist: Consider creating a standard checklist to require from events that include video clips designed for social media sharing.
  2. Request Speaker Notes: Ask speakers for notes on their talks. These notes can serve as a foundation for informative posts or thought leadership articles.
  3. Create Digestible Content: Focus on creating small, visually appealing pieces of content that are easy for your audience to consume and share.
  4. Utilize Volume: The volume of content you produce can make a significant difference as well. It can fuel your BDR outreaches and drive drip email campaigns.
  5. Collaborate on Promotions: Work with your vendors or partners to create promotional materials for upcoming events.
  6. Follow-Up Appropriately: Use appropriate channels for follow-up, such as podcasts or newsletters, to share event insights and highlights.

You need to plan how this content will be repurposed across different channels and formats. Think about how key discussions and themes from the event can be spread through short videos, social posts, or thought leadership pieces. Every part of an event, from interviews and panel discussions to keynote speeches and informal conversations, can be a source of valuable content. By recognizing the potential in each event and planning ahead, you can ensure that your content is varied, engaging, and reaches the widest possible audience.

Step 2: Capture and Document

Capture as much content as possible during the event. This could come in the form of video clips, notes, blogs, or social posts. The goal is to document the event comprehensively, capturing the essence of the discussions and the atmosphere. Remember, this content will serve as the foundation for your future marketing efforts, so the more you have to work with, the better.

Step 3: Repurpose, Reuse, and Distribution

The marketing game is changing. You’re learning about your customers and their problems in real time. You can put out information and get instantaneous reactions to help you understand what’s needed and what’s being valued, but you have to put the information out there. Events are the perfect opportunity to utilize your knowledge and get feedback. After the event, get creative. Repurpose the content you’ve gathered into various formats like visuals, blogs, webinars, podcasts, and more. The aim is to engage your customers and partners by providing them with valuable insights in a format that suits their preferences and actually reaches them. But we don’t want to overload our customers with content for the sake of producing content. Make sure what you’re doing adds to the conversation in a productive way.

Step 4: Tailor Your Stories

Understanding your audience is key to telling effective stories. When reusing content, consider who you’re trying to reach and what they care about. With slight modifications, a single piece of content can be tailored to address the needs of multiple target audiences. For example, a blog post aimed at industry professionals might be repurposed into a more general overview for less technical audiences.

Step 5: Maximize the Value of Your Event Marketing Content

Finally, aim to maximize the value of your event content by spreading it over several months and across various touchpoints. This approach allows you to continuously provide value to your audience, keeping them engaged long after the event has ended.

Events are not just opportunities for networking and learning; they’re also content-creation powerhouses. By recognizing this potential, capturing as much content as possible, creatively repurposing it, tailoring it to different audiences, and maximizing its value, you can turn event conversations into a marketing content goldmine. So next time you’re planning or attending an event, remember: there’s a wealth of content waiting to be discovered, transformed, and shared. Leverage this opportunity to engage your audience in new and meaningful ways.

To watch the full discussion on our Podcast, go here.

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