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For 44% of event attendees, never having to miss a session is one of the biggest perks of a digital event. But sometimes, even if your event is virtual, attendees may miss out on valuable information — luckily, that’s where on-demand content comes to the rescue.
If you’re running a multi-track event, if an attendee has to pop out to take an important call, or if they have to miss the live event entirely due to other commitments — on-demand event content is here to keep the FOMO at bay.
With 84% of attendees reporting that access to on-demand content increases their viewing time, it’s no wonder event marketers are harnessing the power of this largely untapped demand-gen channel to provide viewers with the knowledge and experience they want.
So why the demand for on-demand? Let’s find out.
First, let’s hit the basics. In the context of B2B events, on-demand content is anything you can download, stream, or consume that isn't live.
More specifically, on-demand content often refers to recorded video event footage that attendees can watch at a convenient time. But on-demand content could also include any supporting resources such as presentation slides, reports, templates, and more.
Today, a growing number of event marketers use on-demand event content to boost post-event engagement, increase reach, and forge even greater connections with existing prospects and audience members.
But your on-demand event content can do so much more — if you know how to use it to its full potential.
At the end of the day, there’s only one question your boardroom really wants to know the answer to — how much revenue did the event generate?
If you’re already dipping your toes into on-demand content, you’re likely seeing some early return on investment (ROI) for your efforts via increased viewing time and engagement.
But on-demand content can do even more for your event bottom line by:
Here’s a quick example of exactly what this could mean in terms of event ROI.
Sales follow-ups post-event are crucial to achieving the pipeline results you’re looking for.
But for those follow-ups to pack a punch, they need to be personalized, relevant, and value-led — which is a fair amount to ask from a single email.
That’s where on-demand content comes in.
Using account-level insights garnered from your event, sales now has way more options for personalized follow-up.
Here are just a couple of quick examples for how it can be used:
With this approach, recipients automatically know you’ve taken the time to review their attendee journey and understand what sessions they may want to access in order to tie the experience together.
Personalized. ✅ Relevant. ✅ Need-meeting. ✅
This is a trick we here at Goldcast use time and again when it comes to sharing on-demand content. Embedding your event session recordings helps bring organic blog content to life.
Second only to social media, adding videos to the company website or blog is deemed the most effective video promotion strategy. And with site visitors spending on average 1.4x more time on pages with video than without, it’s no wonder they’re a popular choice for anyone tasked with building brand awareness.
Here are just a few of our favorite ways to repurpose event content:
By embedding on-demand recordings of our Event Marketers Live series within our takeaways blog, we attract viewers who we otherwise may never have met!
Gated content can be a controversial topic for many modern marketers.
In case you’re new to the debate, gated content requires visitors to fill out a form before receiving access.
The information on this form can then be used for lead generation.
There are pros and cons associated with gating content, all of which require careful consideration:
To gate or not to gate, that is the question. Before you make your final decision, here are some key questions to consider:
Gating has its perks. But to truly drive evergreen ROI from your on-demand content, accessibility is crucial.
And to ensure as many people as possible are interacting on-demand, you need to create a place to house your content that is intuitive and easily located.
The answer? A one-stop-shop video content library. 🤩Sitting within your website, this dedicated area serves as a resource center for both prospects and clients, as well as an incredible Search Engine Optimization (SEO) tool to drive website traffic and build brand awareness.
But creating a stellar content library isn’t a simple task. Here are some tips to help get you started:
Every event generates hundreds of educational snippets — powerful statistics, inspiring quotes, step-by-step how-tos, tales from the industry battlefield… the list goes on.
Make these valuable insights available on-demand via a series of thought-provoking mini-lessons for your blog, social media, and other demand gen channels.
Better yet, live-stream your event across your social channels — YouTube, Facebook, LinkedIn, etc. — then save that stream to your profiles for others to find on-demand later.
Check out how Metadata.io expertly repurposed snippets of their Demand2021 event to share as on-demand content on LinkedIn.
If you’re going to reap the rewards of on-demand, you’re going to need the right event technology to make it happen.
So what exactly should you look for? Let’s check out the essentials:
At Goldcast, we make it our mission to know what attendees want and need from their digital event experiences.
Whether it’s educating a brand new audience or keeping your existing customers close, making your event content available on-demand is a great way to drive evergreen demand and revenue for your organization.
And as we move forward into the future of event marketing, on-demand content will become a core expectation for your attendees. So give attendees what they really want with a robust digital event platform that does the on-demand prep work for you.