Insight
Use your content to grow your audience
Event technology specialists ASP share some tips on how you can transform your event content into rich , year-round attendee and exhibitor engagement – without spending a single cent
ou ’ ve written that
Y post-show report for your boss , sent out the round-up newsletter to attendees ( see you in 2025 !...) and sliced and diced together the video content you captured at your event to make a cool showreel wrap up . Finally , the show ’ s over and you are done !
When working with events across the globe , it ’ s really interesting how many event marketers are throwing out the baby with the bathwater without even realising they are doing it .
It ’ s almost a human instinct to pull the metaphorical plug and start afresh on a new show . And with that mentality , bar that little expensive wrap-up video set to some rightsfree House music , all those hours of footage and all those speaker sessions recorded are left on someone ’ s hard drive in a nice and tidy folder .
But did you know all of that rich content remains relevant long after the event ends ? By capturing and repurposing this material , you can extend the life of your event and keep your audience engaged for months or even years to come .
Some of the best sources of content at events include :
• Keynote Speeches : Inspirational insights from industry leaders , perfect for post-event blogs , videos , static social post quotes or to be delivered via editorial features . Remember that shared posts with speakers and brands will massively widen your audience .
• Panel Discussions : Expert viewpoints on key industry topics , ideal for repurposing into ‘ how to ’ articles and even a series of short podcasts . n For more information on how you can grow your audience throughout the year , go to www . asp . events / ew
• Workshops : Hands-on learning sessions that can be shared as educational resources as well as social media top tips and written articles that are perfect for your industry media .
• Product Demos : Visual content from exhibitor demos , useful for promotional materials as well as showing other brands why they must be at your event . FOMO !
• Speaker Interviews : Post-session interviews to delve deeper into key topics – these are a gold mine for use and reuse in multiple different ways across all media .
• Attendee or Exhibitor Testimonials : Real-time reactions from attendees captured on video or audio provide social proof for future events .
How to repurpose and capitalise on your event content
• RECORD EVERYTHING - Really sorry for shouting but it ’ s vital ! Video is ideal , but audio recordings are often easier and more cost-effective to organise .
• Transcribe the content : This used to be a real pain of a job – but not anymore ! Use reliable AI transcription tools like Otter Ai to create detailed written records . This written content is also really good for accessibility . It will also give you bags of SEOrich content .
• Add internal links : Link your content to other relevant articles and event topic pages to boost SEO across your site .
• Publish promptly : Ensure the content goes live shortly after the event , particularly for timesensitive material .
• And finally … Share widely . Promote the content through social media and email to drive engagement and signal its value to search engines . EW
www . exhibitionworld . co . uk Issue 6 2024 17