How to Reuse Quality Content From Past Events
Whether it's a virtual lecture or an outdoor concert, event planners are never shy of content; they just need to know where to look! Besides the experience, events also give you a chance to supercharge your content strategy and create valuable posts for months to come.
Today, we’ll be talking about how you can reuse quality content from past events to attract new visitors and leads.
Turning an event into a blog post
Let's pretend you just hosted an online lecture series. This type of event is used to offer an abundance of knowledge on a subject, which in turn can then be transformed into actionable blog posts.
Each potential lecture and experience is an opportunity to cover several of the points they are making in a blog post of your own. Best of all, event panels and lectures discuss the most recent trends, meaning that your posts will cover fresh and up-to-date topics.
***Remember, when creating blogs, follow the trends. What are people talking about or what do they want to learn more about.
If your series held a dozens of high-profile speakers and every speaker had a lecture, you now have a wealth of topic ideas and sources to pull from.
Even past events offer a rich pool of usable data, information, knowledge, and insights that can be transcribed into blog posts.
How to create content from past events:
-
Stream past discussion panels (virtual meetings)
-
Use Q&A’s to address trending concerns and write about each one in a blog answering that question
-
Save any material that people can download as a lead magnet (presentations, slides, mp3 audio, etc.)
-
Interview people at an event for testimonies and video highlights
- Record your event and sell tickets to people that missed it for at a reduced price
Repurposing images and videos for social media
It's all about your posts! They are the lifeblood of your company’s presence on social media. Since industry events are packed with potential visuals everywhere, don't be afraid to use them!
High-profile events frequently use videos that make for highly engaging content. Your social media game can always benefit from videos that your audience will want to engage with. The trick is to see how you can take videos from past events and fashion them into engaging content.
How to create engaging social media posts from past events:
- Encourage guests to post and tag the event - by the end of the night you'll have an entire gallery documenting the night.
- Hire a professional to capture the event and the community involved.
-
Depending on the event, create infographics with quotes from speakers and guest lecturers. My favorite free platforms for creating graphics include Canva and Snackable.
A great example of this is TED conferences.
They built their entire social media strategy on repurposing images and videos from each talk. They regularly use videos and images from lectures, highlighting key takeaways from each presentation.
Sharing event highlights in a newsletter
Apart from being a great way to promote an event, email marketing should be an indispensable part of your post-event engagement strategy.
- Announce key takeaways after the event
- Highlight content and available resources post-event
- Direct users to your blog via a newsletter they can subscribe to
- Share event highlights
A report by EventMB has found that 66% of event planners rely on newsletters as an effective tool for marketing. Since most event marketers use newsletters to reach their audiences, use event highlights and content to motivate attendees to subscribe to your emails.
That will give you the opportunity to nurture that relationship further in future installments of your newsletter.
Creating a white paper with insights from key speakers
When you pair insights from industry leaders with the newest trends and stats, you get some of the best content you can wish for—industry white papers.
White papers are condensed, highly informative pieces of content that offer problem analysis and influence buying decisions. They are invaluable tools for marketing, particularly in the B2B sphere.
You can combine unique insights and data from industry leaders and offer them to your blog visitors.
As content types, white papers also have outstanding link-building potential.
Create linkable content that other sites in the industry will want to share and link on their websites. That is one of the best ways to bring organic traffic to your website.
White papers have a profound impact on buying decisions, especially on businesses looking for solutions for their unique problem. According to a survey by DemandGen, 71% of B2B buyers use white papers in the 12 months prior to making a purchase decision.
Since most B2B buyers rely on white papers for info, offer them your own.
With a linkable, insight-rich white paper, new visitors will flood to your website or blog.
In short, use insights from key speakers and industry leaders to produce link-worthy white papers and pull visitors and potential buyers to your website.
Conclusion
High-profile industry events are pools of knowledge and insight, ready to be used and repurposed for the benefit of your business.
In this post, we’ve covered some top ways you can use available quality content from events to create powerful content of your own and engage with more users.
Start by picking your favorite industry-related event and plan your content strategy around it.
Author: Lisa Michaels
Lisa Michaels is a freelance writer, editor, and a thriving content marketing consultant from Portland. Being self-employed, she does her best to stay on top of the current trends in business and tech. Feel free to connect with her on Twitter @LisaBMichaels.
