For our second Sip & Share event, we shook up some tequila and some ideas about content strategy! Namely: Does each event really need its own content strategy? How do you know if you've got a strong strategy? How can you use content before, during, and after an event?
Amy Vosko, VP of Revenue Marketing at PathFactory, a content intelligence platform, joined us to talk about her event content strategy recommendations and how to measure the success of your efforts. Amy's been in the industry for over 25 years and has a wealth of experience in both sales and marketing, which gives her a unique perspective as a senior-level marketer.
You can catch up with the entire conversation here. In the meantime, read on for some of the most intriguing things we discussed!
Simplify content repurposing with the right tools
Amy shared that from her perspective, all marketers are engaged in account based marketing (ABM)—whether officially or not.
That means that before event prep even starts, we should be thinking from that account based POV. Who are the buyers we want to engage with? What type of event would speak to them? Will they be able to make it to this particular event?
We tend to think about repurposing content, but there's so much more that could be done even way before you start planning for the event." - Belinda Joseph, Head of Events, Goldcast
Once you've landed on your ICP for the event, you can examine content consumption habits to decide what it is you want to talk to those people about. For example, if you've got a group of accounts you know you want to engage and they're highly engaged with a certain topic you post about, you've got a great idea of where to start brainstorming.
Understanding your ICP can also help you know where to come in, marketing funnel wise. If your audience hasn't interacted with much content, you know you need to back up a bit and come through, introduce yourself, and start from a bit of a higher-level approach than you'd need if it was a group of people who have been around your company for a while.
Having someone sign up for an event is great, but you want to take it much further than just seeing them on the day of the event and perhaps sending a follow-up email. You want to create ongoing experiences and conversations for your audience, and that will require cross-team coordination.
That could look like someone receiving a personalized invitation to a future event that's relevant to their interests, and then someone from your sales team following up with them to confirm they received it and answer any questions. Before someone attends your event, they might also receive an email containing a content lineup that will prepare them for the conversation.
The options are endless here; it's just about keeping things going so that you're not only touching base before and after an event. The conversation feels more personalized and organic if you keep it up, and your audience will feel more connected to you over time.
Pre-pandemic, an event follow-up process might involve getting your list of attendees after the event, sending it over to sales, and then hoping they follow up. In some cases, your sales team may not have had the insight on what was discussed with each particular prospect, how that person engaged with your event, and other info.
The pandemic completely reset the game, and now buyers expect more." - Amy Vosko, VP of Revenue Marketing, PathFactory
That won't cut it anymore. Amy compares the experience she tries to provide to her audience to the ones we get from Netflix and Spotify. When you go to those platforms, you're automatically expecting there to be some sort of recommendations to guide you. What's trending? What might interest you as an individual viewer, based on what the platform knows about you?
Think about ways that you can show your audience that you know and understand them after an event. Did they ask a question during the session, and you can send them a list of blogs to help them learn more? Could you suggest some related content based on the topics that were covered during the event?
Another thing to think about after the event is how to turn the actual live event into other types of content (which you can also use to follow up). You've put the hard work into creating the event, and it makes sense to maximize those efforts by now reusing it. You can create social media posts, infographics, and other assets, which will all help you reach more people and keep folks interested.
We're all well aware that there's a ton of content out there, no matter which type of content we're talking about. So how can you even try to break through and stand out to your audience?
It goes back to having a well-thought-out plan from the very beginning." - Amy Vosko, VP of Revenue Marketing, PathFactory
There's no simple answer to this question, but the best thing you can do is to be thoughtful early on. Think about who you want to reach, what you want to say to them, and how—and be sure that the rest of your GTM team is included in the plan.
Obviously, you have to leave room for flexibility; things crop up all the time, and you'll need to address them or act on them without consulting a rigid checklist. But Amy recommends trying to create a halo effect by thinking about who "owns" the account you want to reach. That person might be a BDR, an AE, or a CSM, but the goal here is to bring them to the table. Get their input, and help them understand what you want to accomplish.
By keeping everyone involved, you make sure all parties have skin in the game and are communicating with your prospects, creating an omnichannel approach that reaches your audience in numerous ways.
Now for the big question: How can we measure the success of our event content and repurposing efforts?
Amy recommends setting expectations on a timeline. For example, you'll probably see more engagement and responses the first day after a piece of content is distributed than you might see two weeks later. But be sure to give things the right amount of time before you do a final assessment.
"The excitement and volume after an event does die down after a couple of weeks, but you should still be able to pick up on the long tail of your nurture strategy." - Amy Vosko, VP of Revenue Marketing, PathFactory
Here are some of the KPIs that Amy looks at, anytime from directly after the event to around 6-8 weeks post-event:
You may add other metrics into the mix that make sense for you, but continuing to watch them over a period of 1-2 months will help you understand your audience and how they consume and relate to your content and events.
To streamline your entire process, first make sure that your tech stacks talk to each other. You don't want to do anything in a silo! That makes it harder to keep your team integrated and in the know, which you need to create momentum.
From there, do you have a platform like Goldcast that allows you to pull deeper event-related insights? Do you know what topics are performing the best for your company? Can you ascertain at a glance whether your events are contributing to pipeline and revenue? Can you get that info quickly over to another team?
Finally, what AI tools can you use to speed things up and take some work off your plate? Goldcast's Content Lab is an AI-powered studio that allows you to repurpose your events within minutes. No more waiting weeks for your teams to produce distributable assets you can share across channels!
💡Did you know? The videos produced for this blog were created using Goldcast’s Content Lab, the first AI-powered studio to turn your events into a multi-channel content strategy.
As you can see, event content strategy and repurposing starts well before the event and extends long after you sign off from the live event. When you're ready to watch the full convo between Belinda and Amy, take a look here and let us know what you think!