17 Jun How to Use Events for Evergreen Content Creation
Conferences, workshops, and occasions are a giant funding. Many entrepreneurs deal with them as a one-and-done affair – however what in the event you may make them work tougher for you?
When handled correctly, occasions generally is a nice supply of content material. The problem is capturing that content material in a significant and efficient means.
In this text, I’ll define three approaches to creating content material and producing concepts that your viewers will really need.
1. High-quality video content material
Video content material is turning into more and more well-liked throughout all industries. It’s confirmed to have interaction with audiences and showcase your model persona in an genuine method.
The problem many entrepreneurs come throughout is discovering concepts for video content material within the first place.
Luckily, your occasions generally is a big supply of evergreen content material. Both throughout and after the actual fact.
Live video is surely one of many hottest channels proper now. Use this surge of consideration to your benefit with Snapchat and Instagram tales.
These tales enable customers to share movies and photographs with their followers for 24 hours. After this, they disappear.
While Stories are nice for engagement, the draw back is you possibly can’t use the content material after it’s over. However, with Facebook Live video, you can use them after it’s over.
Cover all bases with a number of units, filming stay video of your occasion throughout Facebook, Instagram, and Snapchat. This means you’re casting a large web whereas being able to re-use the Facebook stay video as soon as it’s over.
Take these stay movies and switch them into an occasion vlog. Show your viewers (attendees or in any other case) what occurs behind the scenes. Get some unique Q&A’s with keynote and convention presenters.
Aids.gov used Facebook Live to stream their International Aids Conference in South Africa. They offered a schedule of what they might be broadcasting and when. This allowed them to share newest analysis and information in a well timed method.
A few smartphones are sufficient to get began with stay video. However, you need to use instruments and providers reminiscent of Livestream for a extra skilled strategy. They deal with every little thing from the to metrics and post-production.
Successful evergreen video content material normally does one in all two issues:
- Entertain your viewers
- Educate with actionable recommendation
Yours should do the identical. The greatest means to do that is to get Q&A’s with varied exhibitors or audio system. Turn these into quick movies that may be uploaded to YouTube and embedded in related weblog posts.
Film your featured audio system and switch these into long-form video content material. Upload and launch them to your viewers over a time frame.
Many entrepreneurs make the error of importing their occasion movies to YouTube unexpectedly. This overwhelms your viewers and fails to make the most of bringing a returning viewers.
The advantages of your video content material don’t cease after they’re uploaded. Get them transcripted and embrace them in your web site. Even higher, take overarching classes out of your audio system and create authentic weblog posts and visitor posts from them.
Not solely will this assist with website positioning, however will assist distribute your content material to a model new viewers.
2. Poll attendees for wants and challenges
We usually overlook one of many prime sources of latest content material: our clients.
With occasion advertising, your viewers is multi functional place. So why not open up a dialog to uncover their greatest challenges with stay polls?
Not solely will this offer you subject concepts for your content material, however can assist you optimize your total advertising message.
Typically, polls must be built-in as a part of a session carried out by the speaker. They’re used to measure curiosity in the course of the subject, however we are able to additionally use them to uncover content material concepts. By conducting these polls throughout a session, you’re able to uncover your viewers’s greatest pains whereas they’re prime of thoughts.
Poll your attendees between segments of your session. This will stop the circulation of your speech/workshop and so on. from being disrupted. Embed them into your Powerpoint or Google Slides presentation to present your viewers with visible cues.
If mandatory, you possibly can redirect your session primarily based on viewers response. This permits you to preserve them engaged by positioning your content material towards their greatest pains. Most importantly, this perception offers you course for your content material advertising efforts.
Due to the multiple-choice nature of polls, preserve the query itself particular. For instance, in the event you’re giving a presentation on website positioning, you may ask the query “What are your biggest link building challenges?” with the next choices:
- Budget to do it successfully
- Content competitors
- Scaling our efforts
- Diminishing returns via core channels
- Brand alignment
Let’s say the overwhelming majority of your viewers select “content competition”. Now the speaker is aware of which problem to anchor the remainder of their session too. Most importantly, you possibly can additional analysis this pain-point and create content material that helps your viewers to overcome it.
Another strategy to that is Q&A classes. Leave time for them on the finish of your occasion so as to go deeper into your viewers’s pains and challenges.
The key’s to dig deeper into every query. On the floor, what they are saying will not be what they imply. For instance, the true concern behind a query like “how do I generate more backlinks?” won’t be hyperlink constructing, however somewhat the content material they’re creating.
Now, you’ve given actual worth to your viewers, whereas discovering insights beneath the floor. This will add context to your content material creation efforts. It might even provide the perception to pivot altogether.
three. Leverage user-generated content material
You’re not the one one creating content material at your occasions. As Instagram takes off with wider audiences, a confirmed alternative is there (for B2C and B2B manufacturers alike).
Attendees can be posting fascinating elements of your occasion to their social media accounts. This gives a possibility to promote the occasion whereas it’s occurring. It additionally offers you collateral to use for future and ongoing advertising.
Embed these posts on touchdown pages for future occasions. Split take a look at this aspect of social proof to see the way it impacts conversions. Unbounce uses testimonials on the touchdown web page for their Conversion Road Trip occasion, selecting completely different testimonials that focused a number of purchaser personas:
More necessary than what persons are posting, take a look at who’s posting it. Influencers, bloggers and authority figures inside goal niches can additional enhance this stage of social proof.
So, what are you able to do with all this content material? Collate it collectively in a single place, sharing it with attendees and your wider viewers. This will give folks the chance to see the place they could have been noticed and encourage social sharing.
Include this user-generated content material as a part of a content material hub. These act as a library of content material, together with the video content material, talked about initially of this text.
Not all attendees will create content material on their very own whim. Therefore, you could give them an incentive to achieve this.
Set up a contest that requires attendees to share their favourite moments out of your occasion. Use a customized hashtag to encourage virality, making it simpler for you to determine content material in a single place. Place indicators round your occasion to remind folks to participate:
The trick is to empower your attendees, guaranteeing that one thing is in it for them. Contests are an effective way of doing this. But you could make sure the prize is related to your core worth proposition.
These approaches to content material creation can assist you generate a thicker ROI out of your occasions. You’re making them work tougher and longer for you, even after the occasion is over.
How are you creating content material out of your occasions? Do you discover sure codecs work higher than others? Share your experiences within the feedback beneath.
About the Author
FIVE YEARS IN GAMES MEDIA means thick pores and skin and plenty of hats. Maxwell McGee’s protection of this wonderful trade has been intensive, imparting a deep, sensible appreciation of recreation design. Maxwell is honored to have collaborated with recreation builders of all stripes on considerate, humanizing content material – all below tight deadlines – and have traveled the world whereas creating a various talent set.