Event marketing can make or break an event. It requires reaching an audience beyond already converted event attendees, delivering consistent and relevant content, and providing a value proposition to convince potential attendees to buy a ticket.
If you want to market a new event, look to the past. Previous events offer lots of content opportunities, so if you’ve run the same event before, you’ve already got a goldmine of marketing content.
By repurposing content from previous events, you save time and resources while maximizing the value of your past efforts. This approach ensures that you always have high-quality content to share, even when you’re busy planning new events.
Here are a few ideas for repurposing content that I’ve used before:
Pique curiosity with video highlights of speakers and sessions: Creating short, engaging clips for social media is an excellent way to capture attention and drive interest. Video content is highly effective in engaging audiences and can significantly increase reach and engagement on platforms like YouTube and LinkedIn.
How to use it: Create mini clips of around 30 to 60 seconds for social media platforms like YouTube and LinkedIn. Choose compelling moments from the sessions so viewers want to hear more. I like to use Opus Clips – it creates a selection of clips that can be edited, captioned, and branded, saving you valuable time pouring through the transcript or listening to the session to get the best marketable content.
Create FOMO with a highlight reel: FOMO is a powerful motivator. . By showcasing the best moments from previous events, you can entice potential attendees and give them a taste of what they can expect, increasing their likelihood of purchasing tickets.
How to use it: Show potential attendees what they missed out on last time by spotlighting the key moments of the event. Give a glimpse into the attendee experience, feature keynote speakers, and emphasize the excitement and buzz of the networking events.
Generate interest with speaker quotes and testimonials from the events: Using real feedback from speakers and attendees adds authenticity and credibility to your marketing. This social proof can be very persuasive to potential attendees.
How to use it: Use inspiring images from the event and overlay with engaging quotes from speakers or attendee testimonials to make a real impact on potential attendees.
Share and educate with transcripts and podcasts of sessions: Offering transcripts and podcasts makes your event content accessible to a broader audience, including those who may have missed the live sessions. This also adds long-term value to your content, as people can refer back to it whenever they need. Live streams are not always an affordable option. Podcasts and transcripts are great ways to share the sessions after the event.
How to use it: If you don’t have a video editor (or are skilled in video editing yourself), there are free programs that can produce audio files from video. Alternatively, you may want to release as a vodcast and save on editing. If you are considering editing the video, remember to remove any delays before the session start, boosting poor audio quality and removing background noise, or adding an intro or outro. Then, all you need to add are simple show notes and talking points. Transcripts are a good alternative to the time and cost of producing edited podcasts. I use Fireflies to create transcripts from mp3 or mp4 files, and I’ve found them to be quite accurate. Store the transcripts in a content library on the event website.
Engage and inform with articles: Turning transcripts into articles is a great way to create written content that can be shared on your blog, in newsletters, or on social media. It also helps with SEO, driving more organic traffic to your website.
How to use it: Now that you have a transcript, you can easily turn sessions into articles. Use session topics, questions from the audience, or social media discussions from attendees. There are many AI programs on the market that can create articles from transcripts or voice recordings. Publish the articles on LinkedIn, on your website or in a monthly newsletter.
Seal the deal with newsletters: Summarizing and repurposing content in newsletters keeps your audience engaged and informed. It also allows you to highlight the most popular and engaging content, ensuring that your subscribers don’t miss out on important updates.
How to use it: Use the analytics from your content posts to determine which posts have the most engagement and interaction. Basically, you are repurposing the repurposed! Add links or drop in the post under an ‘in case you missed it’ section. And don’t forget to finish with a CTA: “Get your tickets before they sell out!”
Leveraging existing content will not only promote and encourage anyone still on the fence about buying a ticket, but it will also build brand generosity by providing valuable content that your followers will learn from. This approach will ultimately enhance your reputation and trust, and hopefully elevate your event marketing efforts and drive better results.
Happy Marketing!
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