Find out how 13 marketing professionals repurpose event content to grow their brands

Wrong.

"The possibility of using virtual events to increase branding and build relationships with potential customers and prospective clients will not end when the event has ended," says Sanina Kaur director of SK Copy Co. "From a content marketing perspective, it's only just the start with regards to creating increased return in investment (ROI) and cultivating leads as well as turning consumers into brand ambassadors."

Virtual events provide marketers with the chance to reuse the content of events to enhance branding awareness, build their communities, and drive registrations for future events. Here, 13 experts in marketing offer their best tips to repurpose your event to maximize impact and engagement.

How can you masterfully reuse events content

1.    Create your strategy for repurposing before your event
2.    The content type is mapped to the appropriate repurposing channel
3.    Share access to session recordings
4.    Share video snippets on social media
5.    Features key points to consider in an email
6.    Create blog posts
7.    Use event audio in your podcast
8.    Repackage graphics from events
9.    Utilize the power of user-generated content
10.    Make courses or create webinars.
11.    Make case studies and testimonials

Create your strategy for repurposing ahead of the date of your occasion

Although the exact plans for repurposing will largely depend on the content your event generates, you should still be developing a general strategy prior to the event's kick off.

"Sit down with your content marketing team in advance of the event, and go through the schedule together. This will enable them to come up with the post-event plan of content that they can implement swiftly rather than. letting the content sit and become stale." Heller recommends. Heller continues:

Creating a repurposing strategy before your event will also aid in ensuring that you have a plan to take all audio recordings, polls and other conversations that you require during the event.

"We've started to reformat certain webinars in order to facilitate repurposing them," says Joe Michalowski Director of Content for Mosaic. "We offer Q&A-style discussions now that bring together experts from a panel. That way, we get great sound bits that we can repurpose into video clips that we publish on LinkedIn to increase awareness for our brand."

Map the content type to the appropriate channels for repurposing.

Below, you'll find countless ways to repurpose your content -- but ensure that while using them, you're trying to force one square peg to fit into an oval hole. Map the type of content to the sales and marketing channels that are available to you.

"All you have to think about is the audience's intention behind the reason they consume content from the channel they prefer, and you'll be amazed by the number about the different ways to make a video useful for that channel well," says Laura Kluz Director of Content for ProductLed. For instance her advice is:

"We host an annual ProductLed Summit every year twice. It brings in thousands of registrations and offers 20-30 videos by experts covering every topic related to product-led growth. We collect these videos and transform them into a variety of ways. Interview-style videos are included in our podcast lineup. Some videos are made into blog posts. We upload all of these videos to YouTube, and are sure to link back to each other in the event that they are related."

Sharing access to sessions recordings

"Repost the audio on your site. This is beneficial for those that might have missed it and also for visitors to your site in the future," says Jen Weber, Director of Digital Marketing at Bright Funds. "You can choose to gate this website so that you are able to collect your visitors' information and send the information in any emails regarding coming occasions!"

Are you looking for an inspiration? Jillian Wood Jillian Wood, B2B content and branding strategist, cites Loopio's Loopicon 2022's online-on-demand platform for an ideal model to emulate.

On the Loopicon 2022 website, Loopio doesn't just share audio recordings from their events but also links out to slides and resources discussed during each presentation. Talk about value-added.

Post video clips on social media

The sharing of short clips of your event's content through Instagram, TikTok, Facebook, and LinkedIn might be one of the most well-known methods to reuse video content from your event, and with good reason: it's effective.

"This is an excellent method to produce more engaging videos, and a variety of software tools can make the creation of engaging social video templates fast and straightforward," says Wood. If you're a novice to making social media videos She suggests starting using Canva, Lumen5, or Milk Video. She continues:

"Consider recording your thoughts to create brief, educational videos that cover specific areas. You can cut out the informative portions from the recorded material and add titles or talk-head clips between clips to bring them together into a cohesive story. These can be how-to videos, news style recaps, video teasers for presentations or SEO-focused."

For a successful example, Ilija Sekulov of Mailbutler says to look no further than TED which's Instagram account broadcasts short clips of TED Talks every day with more than 6.6 million users which has led to excitement for both longer-form video clips and the TED events itself.

Do not be afraid to get creative with the snippets that you publish, too. As long as you have the permission to share specific events from the event's speakers and participants can be an excellent opportunity to create a sense of community between those who were there, and, often, prompt participants in your film to spread the word about it among the people in their network.

Highlight key points to take away from an email

Although video recording is an easy way to reuse your content from an event be aware that not all individuals consume media in the same manner. Although some prefer videos, others prefer to read articles.

Be sure to serve that target audience by sending a recap email following your celebration. This can be sent to attendees as well as but to all attendees, customers, and others who are on your mailing list. (Ideally, this will get them interested in attending coming events!)

"One more video-centric thing we do to repurpose webinar content is send out a follow-up message filled with callsbacks in relation to the conference," says Michalowski. He adds:

"Instead of thanking you for registering, here's a recording, and we'll discuss specific feedback that people made during the chat. We'll highlight important questions from the audience, and provide some key highlights from the event -to try to create more of a sense of community to the webinars we host."   Joe Michalowski, Director of Content at Mosaic.

Create blog posts

A single hour-long virtual event can provide you with enough content to generate multiple SEO-focused blog posts that are thought-leadership in nature. The longer duration of the event could provide you with content ideas for days, perhaps even months.

For getting the ball rolling with ideas Heller suggests having a content marketer sit in every session and take notes and generate ideas for blog posts. This can be particularly useful in panels or discussion-based sessions.

You might be surprised at just how well this approach works: Kluz says that in 2020 the Vice President of Product at Netflix spoke in the ProductLed Summit. Kluz and her team packaged that talk into a blog post that continues to pay dividends to this day.

"[His talk] was repurposed into a blog post and also the video has been included inside the blog post as well," Kluz says. "It's often the top blog post we have on our site and ranks #1 for a huge number of key words."

Make your blog posts as rich as possible by incorporating any helpful slides, graphics, video shorts and links (with permission from the speaker obviously).

"Share structures, processes and playbooks that can be used to make a difference," recommends Tyler Wade, an experienced content marketing manager who previously worked for companies such as Superside or Ratehub. "Use blogs as part of persona-based email nurture sequences. It is ideal to have middle of the funnel and bottom of the funnel content that you could use to fill in the gaps as a customer traverses through the sequence. "

Use event audio in your podcast

Podcasts have only increased in popularity over the last few years, making podcasts an ideal platform to reuse your online event material.

"For our most recent virtual events, we've transformed the recorded panels and roundtables into podcast episodes only with the permission of the guest, of course," says Allie Decker, co-founder Omniscient Digital. Omniscient Digital.

This channel works especially well for panels, fireside chats as well as other sessions that focus on discussion. You can also pull audio snippets from across many different events for inclusion in podcast episodes that focus around specific subjects. This lets you add a more diverse range of voices and perspectives to your podcast episodes without having to plan additional interviews.

Repackage the graphics of an event

The most often overlooked source of content in virtual events is visual graphics, in the form of slides for presentations information, event photos.

"Repackaging presentations and slides taken from online events into easily digestible infographics or visual summaries is an additional method that is highly efficient," says Sekulov. "Sharing these images via social media or incorporating them into email campaigns can draw the attention of potential clients and generate interest for your upcoming events."

Don't let it end there. Keep an eye out for those memorable moments, and consider ways you can share them in creative ways at a later date.

"Make memes of everything that will get a laugh from those who attend," says Wade. "If they feel that pain, there's a story that deserves to be heard. They're fantastic for social media and sales support."

Make use of content created by users

"Run polls throughout the webinar and use that to create unique statistics," Aman Ghataura is the Head of Growth at NuOptima. "For example, we ran an online poll during the conference] and found out the 76% percent of the participants had no idea about keyword clustering. This became a unique stat that we could promote through point-of-view articles."

Allie Beazell, Marketing Chief of Staff at Census, also recommends combing the discussions at your conference to find additional ideas for content to use for your next webinars, workshops panel discussions, blog posts.

"Use the questions you ask to provide a jumping-off point for additional follow-up events or writing content," she says. "You could post your questions individually (or in a series) to social networks, give the 'too long or didn't have time to read' reply, and then link to your answers in long form or the gateway to your follow-up event in the event that it was a serious questions."

Develop webinars, courses or online classes.

Following NuOptima hosted an event that taught 500+ attendees how to increase the organic traffic to their site Ghataura recognized a rare opportunity to reuse the material into an educational course that is free.

"Create a gated course and promote it post-webinar to people who aren't familiar with it," Ghataura recommends. "They'll join using their email, and it's possible to promote the coming webinar to the attendees."

Alanna Gerton, founder of LANA, points to another (wildly) success story using this method: HubSpot.

"HubSpot transforms the content they have created for events into online courses that attendees will be able to access in order to know more about specific topics that were addressed during the conference," she elaborates. "This is not only beneficial for the participants but gives HubSpot to enhance the value of the conferences throughout the year."

Create case studies and testimonials

If your clients were attend your event, you can turn the stories of your guests into case studies and video snippets to share on social media. That way, they can influence more prospective customers than those that participated in your once-in-a-lifetime event.

Wade says he did exactly this, and getting great outcomes -- after the customer spoke during an Superside occasion. "I made a study of a customer interview, added some narrative and then created a 60 second clip to be shared via social media that made the sales team jump for joy," he says.

What did they get? An example and a brief video that the Superside marketing and sales teams will be able to use for many decades to come.

Get everything you need to run (and reuse) your next big event

Each virtual event you hold can be a gold mine of content. It is even simpler to repurpose that content by hosting your event with the user-friendly accessibility features that are intuitive, in-depth analytics, and the ability to market, our virtual event platform lets you extend your events' reach long after the show is over.