How to Use Events for Evergreen Content Creation

How to Use Events for Evergreen Content Creation

In this article, I’ll outline 3 approaches to creating content and generating ideas that your audience will actually want. High-quality video content Video content is becoming increasingly popular across all industries. The challenge many marketers come across is finding ideas for video content in the first place. Many marketers make the mistake of uploading their event videos to YouTube all at once. With event marketing, your audience is all in one place. Attendees will be posting interesting parts of your event to their social media accounts. So, what can you do with all this content? Collate it together in one place, sharing it with attendees and your wider audience. This will give people the opportunity to see where they may have been spotted and inspire social sharing. How are you creating content from your events?

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How to Use Events for Evergreen Content Creation

Conferences, workshops, and events are a big investment. Many marketers treat them as a one-and-done affair – but what if you could make them work harder for you?

When treated properly, events can be a great source of content. The challenge is capturing that content in a meaningful and effective way.

In this article, I’ll outline 3 approaches to creating content and generating ideas that your audience will actually want.

1. High-quality video content

Video content is becoming increasingly popular across all industries. It’s proven to engage with audiences and showcase your brand personality in an authentic manner.

The challenge many marketers come across is finding ideas for video content in the first place.

Luckily, your events can be a huge source of evergreen content. Both during and after the fact.

Live video is without a doubt one of the hottest channels right now. Use this surge of attention to your advantage with Snapchat and Instagram stories.

These stories allow users to share videos and photos with their followers for 24 hours. After this, they disappear.

While Stories are great for engagement, the downside is you can’t use the content after it’s over. However, with Facebook Live video, you can use them after it’s over.

Cover all bases with several devices, filming live video of your event across Facebook, Instagram, and Snapchat. This means you’re casting a wide net while having the ability to re-use the Facebook live video once it’s over.

Take these live videos and turn them into an event vlog. Show your audience (attendees or otherwise) what happens behind the scenes. Get some exclusive Q&A’s with keynote and conference presenters.

Aids.gov used Facebook Live to stream their International Aids Conference in South Africa. They provided a schedule of what they would be broadcasting and when. This allowed them to share latest research and news in a timely manner.

How to Use Events for Evergreen Content Creation

A couple of smartphones are enough to get started with live video. However, you can use tools and services such as Livestream for a more professional approach. They take care of everything from the hardware to metrics and post-production.

Successful evergreen video content usually does one of two things:

  1. Entertain your audience
  2. Educate with actionable advice

Yours must do the same. The best way to do this is to get Q&A’s with various exhibitors or speakers. Turn these into short videos that can be uploaded to YouTube and embedded in relevant blog posts.

Film your featured speakers and turn these into long-form video content. Upload and release them to your audience over a period of time.

Many marketers make the mistake of uploading their event videos to YouTube all at once. This overwhelms your audience and fails to take advantage of bringing a returning audience.

The benefits of your video content don’t stop after they’re uploaded. Get them transcripted and include them on your website. Even better, take overarching lessons from your speakers and create original blog posts and guest posts from them.

Not only will this help with SEO, but will help distribute your content to a brand new audience.

2. Poll attendees for needs and challenges

We often forget one of the…

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