Repurposing content is a common strategy in event marketing. It’s a cost-effective method that views all content as having future value. In other words—don’t underestimate the lifespan of your event content. A keynote today could become the marketing hook of tomorrow!
In this article, we’ll explore the benefits of repurposing event content and effective strategies for remixing your greatest hits from events past!
Benefits of repurposing event content.
There are two main ways for repurposing event content. The first is to use the same video, photo, audio, etc., across various social media channels, with slight alterations to make it native to each platform. According to a report by PFL and Demand Metric in 2020, 85% of marketers utilize 3+ channels. This approach boosts reach and increases data collection.
The second approach is to use content from previous events in future marketing campaigns. This could mean a keynote, Q&A, unique product demonstration, and other content attendees experienced in previous years.
Repurposing benefits
- Efficient creative
- Increased reach
- Audience accessibility
- Reinforced messaging
The primary benefit of repurposing content is efficiency. It takes time and energy to create content from scratch. But what if you could save yourself the hassle? By saving content from past events, you’ll develop a store of potential creatives that can be easily tailored to promote future event experiences.
Recycling content into different formats also increases event accessibility. While some may not be able to attend a keynote, they can still gain information from a recap article, and others may prefer to listen to a Q&A as a podcast. Repurposing content allows you to engage deeper with attendees’ different learning styles.
Finally, by repurposing event content, you’ll leverage repetition to reinforce key messaging. Consistency will strengthen trust with your audience, increasing engagement and brand growth. The best way to make a message stick is repetition.
How to strategically repurpose event content.
If you’re going to make the most of the event “classics,” you’ll need a strategy that leverages their unique values for maximum impact. Firstly, consider the lifespan of potential content. Ask yourself, “Will this still be useful in 10 years?” This is known as “evergreen content,” and it usually focuses on basic concepts, principles, and other timeless information.
Think of your favorite TED talk. The best ones never go out of style!
Next, consider which platforms are best suited to your repurposed content. When posting on social media, it’s essential to be “native” to the platform to connect organically with its audience. For example, text-based content isn’t going to perform on Instagram.
Platform breakdown
- Instagram, TikTok — short-form video
- YouTube — long-form video
- Spotify, Apple, Soundcloud — audio
- Twitter — short-form text
- Website — long-form text
- Email — text & photo
- LinkedIn —short-form text
The same content can work across multiple channels. Identify which platforms are best suited and tailor the foundational content to better fit the different platforms. You’ll get two (or three or four) for the price of one!
Finally, create a content calendar. Schedule each piece so you don’t have to worry about posting every single day. Platforms like Planoly allow automated posting, so you can spend time creating and planning while AI tools take care of the rest! Be sure to leave space in your calendar for spontaneous creations and current topics.
Articles, emails, and text-based content.
Blogs were one of the first forms of online content and remain a popular avenue for connecting with audiences. Short and long-form articles based on previous event content allow your audience—not just those who attended—to engage with information. They position your brand as a thought leader within the industry.
Identify the highest-rated sessions from your event and turn them into accessible blog posts. Work off pre-existing transcripts or use AI technology to create transcripts from video recordings. Optimize your articles with SEO keywords to increase your reach and add photos to give readers a taste of the in-person experience.
Emails are another format where text and photos combine for enticing event storytelling that nurtures your audience relationship. People have signed up to receive your emails, so use repurposed event content to give them an “insider look” at your greatest hits!
X (Twitter) has changed significantly but remains an optimal platform for short text-based content. Use it to share stand-out quotes or to share event content from attendees. Leverage nostalgia by encouraging attendees to share their “best moments” from the event, boosting their reach and positioning your brand as one that cares about its audience.
Videos, short and long.
Humans are visual animals. It’s no wonder that video is the King of Content. According to one statistic, 90% of customers want more video content. While creating original videos is costly and time-consuming, repurposing allows you to create stunning videos with significantly less effort.
Educational and informative videos receive the highest engagement, which is good news. Events are filled with compelling information! Record keynotes, Q&As, and panel discussions, then transform them into videos. You can post full versions on YouTube or take the juiciest bits and post them across TikTok, Instagram, and X.
Fuel anticipation and enthusiasm for upcoming events by creating video highlight reels from previous event experiences. Snappy editing, a good song, and the smiling faces of previous attendees will make your events look like must-attendee experiences.
Short snippets and quotes are best for achieving virality, as they can be easily shared among your audience and beyond. All it takes is the right one-minute clip to supercharge your growth!
Case studies.
While we’ve mainly discussed content for general audiences, case studies offer a chance to showcase your skills with a more polished and professional style. They focus on a single event, client, or service you’ve provided and highlight how the customer benefited from your talents.
When creating case studies, the event client is the main character, not your brand. This may sound counterintuitive—after all, the purpose is to prove your skills—but by centering the customer/client experience, you’ll allow readers to connect emotionally to their story and the benefits of your services, making a more lasting impression.
Choose a previous speaker, vendor, event leader or other client/customer and interview them about their experience. Pull quotes and take notes on their pain points and how your services solved them. This information can be presented in a written or video format.
An alternative approach to case studies is to profile a notable speaker, highlighting their achievements to entice potential attendees. Publish this “speaker profile” before your event to drive event registrations and attendance.
More than meets the eye.
You never know just how far you can stretch your event content. This is what makes it so exciting! The creative potential is limitless, and the longer you’re in the game, the larger your store of potential content will be. In a few years, you’ll have all the video, photo, and text-based content you need to compel, inspire, and expand your audience.
Repurposing event content is a cost-effective strategy that sees beyond the immediate use of content into its bright and often unexpected future. You never know how a previous talk or panel discussion will help you inspire future attendees.
All you have to do is be strategic, be creative, be native—and have fun!
