Find out how 13 marketing experts repurpose content from events to increase their visibility

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"The potential that virtual events can be used to improve branding and create connections with customers who are potential and prospective clients will not stop once the event has been completed," says Sanina Kaur director of SK Copy Co. "From the perspective of content marketing there's only the beginning with regards to creating increased return in investment (ROI) and generating leads, as well as turning consumers into brand ambassadors."

Virtual events provide marketers with the opportunity to reuse content of events to enhance the visibility of their brand, create communities and increase registration to subsequent events. These 13 experts in marketing offer their best ways to reuse your event in order to increase its impact and engagement.

What can you do to masterfully use content from events to reuse

1.     Create your strategy for recycling prior to your event
2.     The content type is mapped to the appropriate channel for repurposing.
3.     Access to sessions via Share recordings
4.     Video snippets to share on social media
5.     Features key points to take into consideration when sending an email
6.     Create blog posts
7.     Use event audio in your podcast
8.     Repackage images taken from occasions
9.     Make use of the power of content created by users
10.     Make courses or create webinars.
11.     Use case studies as well as testimonials

Develop your plan for reuse ahead of the time of your event

Although the exact plans for repurposing will largely depend on the content the event produces but you must be formulating a strategy prior to the event's kick off.

"Sit in with your marketing team for content in advance of the event, and go through the schedule with them. This allows them to create a post-event plan of content which they will be able to implement quickly instead of. let the content sit around and get old." Heller recommends. Heller continues:

Creating a repurposing strategy before your event will also aid in making sure that you have a plan to record all audio recordings, polls and other conversations required during your celebration.

"We've started to reformat specific webinars so that we can make it easier to reuse them," says Joe Michalowski Director of Content for Mosaic. "We provide Q&A-style discussion now that bring together experts from panels. That way, we get amazing sound clips that we can repurpose into video clips that we publish on LinkedIn to increase awareness for our company."

Connect the type of content to the appropriate channels for repurposing.

Below, you'll find countless ways to repurpose your content. However, ensure that while using these methods, you're not trying to get one square peg to fit into an oval hole. Map the type of content with the marketing and sales channels at your disposal.

"All you have to consider is the viewer's intention behind the reason they consume content from the channel they prefer, and you'll be amazed at the sheer number of different ways to make a video suitable for the particular channel well," says Laura Kluz, Director of Content at ProductLed. Her advice for example is:

"We organize an every year ProductLed Summit each year, twice. It brings in thousands of registrations and offers 20-30 expert-led videos on every topic related to Product-led growth. We collect these videos and convert them in a variety of formats. Interview-style videos are part of our lineup of podcasts. The videos can be made into blog articles. We upload all of these videos on YouTube We are also sure that they will link to each other in the event that they have a connection."

Sharing access to sessions recordings

"Repost the audio to your site. It will be helpful to those who might not have heard the audio and for those who will come to your website in the future," says Jen Weber director of Digital Marketing at Bright Funds. "You may choose to restrict access to this site so you're able to track your users' data and send the information in the form of emails about upcoming events!"

Do you need an idea? Jillian Wood Jillian Wood, a B2B marketing and content strategist mentions Loopio's Loopicon 2022's online-on-demand platform as a model to emulate.

In the Loopicon 2022 website, Loopio doesn't just share audio recordings from their events but also provides links to slides and resources that are discussed in each presentation. It's all about the value added.

Upload video clips to social media

The sharing of short clips of your event's content through Instagram, TikTok, Facebook and LinkedIn might be one of the most widely-known ways to recycle video footage that you have created for your event. And for the right reason. It's highly effective.

"This is an excellent method to create more entertaining videos, and a variety of software tools can make the process of creating social video templates fast and straightforward," says Wood. If you're new to making videos for social media, she recommends starting with Canva, Lumen5 and Milk Video. She continues:

"Consider recording your thoughts to create short videos that cover specific areas. It is possible to cut the important parts of the recordings and insert title or talk-head clips in between them to weave the clips together to create a coherent tale. They could be instructional videos, news-style videos, recaps of events, presentations or SEO-focused."

If you want to see a case study that has been successful, Ilija Sekulov of Mailbutler says to look at TED the company's Instagram account broadcasts short clips of TED Talks every day with more than 6.6 million users which has led to excitement for both longer-form videos and TED talks themselves.

Don't be scared to get creative with the short pieces you share, too. As long as you have permission to post specific events from the event's speakers and participants can be the perfect opportunity to establish a sense of community between those who were there as well as, in many cases, invite participants from your film to share the news about it among the people in their network.

Key points should be highlighted to help you learn from the email

While video recording can be an effective way of reusing the content you recorded from a particular event, be aware that not everyone consumes media the same way. Though some like videos, others prefer to read documents.

You must ensure that you are serving your desired audience by sending an update email after your celebration. This can be sent to the attendees, as well but to all attendees, customers, and other individuals in your email list. (Ideally you want to get them interested in attending coming events!)

"One additional video-focused thing we do to repurpose webinar materials is to issue an email follow-up that is filled with callbacks to participants in connection with the conference," says Michalowski. Michalowski adds

"Instead of expressing our gratitude to you for registering, here's a recording, and we'll talk about specific comments that attendees made throughout the discussion. We'll focus on the key questions asked by participants, as well as highlight the highlights of the conference - to try and create more of a feeling of community for our webinars that we hold." Joe Michalowski, Director of Content at Mosaic.

Create blog posts

An hour long virtual event can provide you with sufficient content to write numerous SEO-focused blog articles that reflect thought leadership in their nature. A longer time frame of the event could give you content ideas that last for days or for months.

To get the ball rolling with ideas Heller suggests having a content marketer sit in each session, note notes, and come up with concepts for blog posts. This is particularly helpful during discussion sessions or panels.

You may be shocked by how effectively this method works. Kluz says that in 2020 the Vice President for Product at Netflix made a speech at the ProductLed Summit. Kluz's team compiled the speech into a blog post that has continued to yield dividends until the present day.

"[His talk] was transformed into a blog post and also the video has been included inside the blog post too," Kluz says. "It's frequently the most popular blog article we've got on our site and ranks first for an array of key words."

Your blog content should be as substantial as they can be using any useful videos, slides, graphic links and shorts (with consent from the speaker of course).

"Share structures, processes and playbooks that can help create a positive impact," recommends Tyler Wade, an experienced content marketing manager who had previously was employed by companies like Superside or Ratehub. "Use blogs to supplement the persona-based nurture sequences for emails. It is ideal to have middle of funnel and the bottom of the funnel content that you could make use of to fill in gap as the customer moves across the course. "

Use event audio in your podcast

Podcasts have only gained their popularity in recent years, which makes podcasts the perfect platform for reusing the content of your event on the internet.

"For the most recent of our virtual conferences, we've turned roundtables and panel discussions recorded into podcasts with the permission of the host Of course," says Allie Decker Co-founder of Omniscient Digital. Omniscient Digital.

This channel can be used for fireside chats, panels and other events focused on conversation. Additionally, you can pull audio snippets from across various events to include into podcast episodes that center on specific topics. This allows you to include a greater variety of voices and perspectives to the podcast without having arrange additional interviews.

Repackage graphics from an event

The most often overlooked source of digital content are visual images, which can be found such as slides that contain information about presentations, images of the event.

"Repackaging slides and presentations of online events into digestible infographics, or visual summaries is a different technique that's highly effective," says Sekulov. "Sharing the images on social media, or by integrating them into email campaigns can draw the attention of potential customers as well as generate excitement for future events."

Do not let the story end there. Be on the lookout for those memorable moments, and consider ways you can make them available in new ways to come back at a later time.

"Make memes from everything to get laughter at the audience," says Wade. "If you feel pain, there's a story worth telling. They're great to use social media as well as sales help."

Use content that has been created by users

"Run polls during the webcast and utilize that to create unique statistics," Aman Ghataura is the head of growth for NuOptima. "For example, we took an online poll during the conference] and observed that 76% percent of the attendees had no clue about keyword clustering. This became a unique stat which we were able to promote via article-length point-of-views."

Allie Beazell, Marketing Chief of Staff at Census Also, she suggests combing the conversations at your conference to find additional ideas for content to use for your future webinars, panels for workshops discussions, or blog posts.

"Use the questions you pose to provide a jumping-off to subsequent events, or for writing articles," she says. "You might want to post your questions separately (or in a series) on social media or give the "too long or too long to read' response followed by a link to your replies in a long form or the gateway to your follow-up event should it be determined that you had a legitimate question."

Develop webinars, courses or online courses.

After NuOptima held an event which taught 500+ attendees how to boost organic traffic to their site Ghataura identified a rare chance to reuse the material in an educational course which is completely cost-free.

"Create the course as a gated one and promote it post-webinar to those who may not be familiar with the course," Ghataura recommends. "They'll join using their email, and it's possible to announce the webcast to attendees."

Alanna Gerton, founder of LANA LANA, cites another (wildly) successful story that uses this technique: HubSpot.

"HubSpot transforms the content it has created for conferences into online courses that attendees are able to use to learn more about particular topics which were discussed during the conference," she elaborates. "This is not only beneficial for the participants but gives HubSpot to enhance the value of conferences all through the time."

Write case studies and write testimonials.

If your clients were attend your event, you can transform the experiences of your attendees into case studies or video snippets to share through social media. This way, you can be more influential to prospective customers than those that participated in your once-in-a-lifetime event.

Wade says he did exactly that, and he got great outcomes -- after the customer spoke during an Superside event. "I created a research of the customer's interview then added a story and finally created a sixty second clip that I shared on social media, which caused the sales staff to jump for joy," he says.

What did they get? A sample and a quick video which will be used by the Superside sales and marketing teams are able to utilize for many decades to be.

Find everything you require for running (and reuse) the next major celebration

Each virtual event you hold can be a gold mine of content. You can even make use of that content by hosting your event with the user-friendly accessibility features that make sense as well as in-depth analytics. In addition to the capability to sell, our virtual event platform can help you expand your events beyond the show is over.

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