How to Leverage Event Content Before, During and After Your Next Virtual Event
As an event marketing ace, you’ve likely heard Bill Gates’ spot-on marketing statement: “Content is king.”
Kudos to Bill, any top-notch event marketer would have to agree — especially in an age where making, accessing and sharing content is easier than ever before.
But getting buy-in to spend on live performances and big-name speakers isn’t quite so easy. If you want that budget, you’re going to have to prove those extra zeros are worth their weight.
Because, let’s face it. With the majority of in-person events cancelled or on hold, event marketers are more reliant on content than ever before.
But how do you choose the best theme for your event? And how can you maximize your content to increase ROI before, during and after the event?
We asked three leading event marketing experts to give us the lowdown.
Looking to elevate your virtual events?
The real ROI of virtual event content
While content marketing has been around since the 19th Century, it’s only with the dawn of digital that it’s found itself at the epicenter of all killer marketing strategies.
But proving ROI on event content isn’t always as simple as money out, money in.
You have to look at the bigger picture. And that means showcasing how virtual event content can affect every part of the sales cycle to accelerate conversions.
To get you started, look out for these revenue-boosting event content benefits:
Now that we’re clear on some of the measurable benefits your event content can bring to the table, you’re ready to get cracking. And for our experts, there’s only one place to start: Your theme.
Virtual event content before the big day
Awesome content shouldn’t be a one-use wonder. With the right virtual event platform, you can record entire sessions and export them to use as snippets for pre-event email campaigns, social media posts or SEO pieces for your website.
When it comes to virtual events, build-up will make or break you. So your content has to be on-point if it’s going to stand out in the sea of invites clogging your customers’ inboxes.
For Neha, pre-event content should be split into event-themed content and speaker-driven content. And the aim of both is to achieve these three goals:
1. Generate brand awareness
2. Drive registrations
3. Build anticipation
Whether it’s targeted email campaigns, ads, social media or blogging — experts like Josh believe the best way to market your event content and achieve these goals is to use every lever possible.
Check out Josh’s 15 pre-event content must-haves below!
Pre-event Promotion 101 ✅
If you’re only leveraging your content during your event, you’re missing a trick!
Virtual event content during your event
On the big day, it’s all about positioning your content to deliver the experience promised.
Choosing the right virtual event platform to take your content ‘meh’ to ‘wow’ is going to be crucial to the way your audience consumes and engages with your brand.
Problem is, there are a bunch of options to choose from — and often, it’s pretty tricky to set them apart.
So what should you look out for? Supported content options. And lots of them.
A Masterclass on Content Creation by Smartling 🙌🏻
Worldwide brand and communications legend, Adrian Cohn, had one focus for his virtual event:
With 42% live attendance and an average user visit time of 112 minutes, it’s safe to say he smashed it.
The key to Adrian’s success? Mixing it up with awesome, Netflix-worthy, content options, including:
- Stage loop: Repurpose material from previous events to greet attendees with an awesome, content-rich experience from the minute they enter.
- Pre-recorded video: Minimize risk by pre-recording sessions, uploading them to the platform and setting them to auto-play on demand.
- Live sessions: Hire real-life rockstars to play a live set and speak directly to your audience. Music not your thing? Try an artist, author or actor!
- Podcast snippets: Don’t reinvent the wheel. If you have awesome content, repurpose it to make your event even more content rich.
- Content hub: Share resources your customers will love. Then, create epic personalized follow-ups with account-level data on who downloaded what.
- Demo your product: Set up a booth and showcase your product organically.
“We took other content that we made and recycled it. With Goldcast, you’re immediately stimulated with content.”
Clearly, there’s no shortage of ways to optimize your content on the big day. But what about all those registrations that didn’t show up?
For Neha at Blazeclan, her focus for content creation is divided into two categories.
"Our aim during the event day is to generate content that will engage our attendees and appeal to our followers who aren't at the actual event."
How does she get that unmissable content out to those who couldn’t make it? That’s where the post-event content drive comes in.
Virtual event content after the event
By now, you’ve put in some serious work to produce and promote your event content. And experts like Stacey from Kustomer believe that content deserves to be seen by everyone.
“As many people as possible need to see this content — use it all! From a key takeaway blog post, to pull quotes and soundbytes for social media, to exclusive downloadable e-books.”
And Neha agrees, with post-event content being a major priority at Blazeclan.
“Post-event content is highly critical to build on the event momentum and capitalize on brand awareness. We do this through thank you emails and nurture campaigns that contain wrap-up blog posts and highlight videos with attendee testimonials.”
But the work doesn’t stop there, especially not for Josh King. This marketing extraordinaire takes post-event strategy to level 💯.
And we’re so here for it.
Josh King’s Top 10 Post-event Content Tips 👍🏻
“There’s an art to producing amazing content: Be brave. Be bold. Be original.”
Josh couldn’t have said it better. Mastering virtual event content is an art form.
With these exclusive insights from our trusted event content connoisseurs, you’re well on your way to securing that buy-in and acing your event ROI.
Whether it’s executing an awesome promotion strategy, creating out-of-this world event content experiences, or crafting personalized follow-ups your prospects will actually appreciate — with the right platform, you can leverage your event content and achieve it all.