Content Marketing - Before, During, and After Your Event!
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Aug 15 2019

Content Marketing – Before, During, and After Your Event!

3 Min Read |


Whether it’s a business conference, trade show, sporting event or music festival – we know that your event takes extraordinary amounts of work to execute successfully. Events are an important part of a solid marketing strategy to attracting a new audience, convert those interested, closing new customers and encouraging brand loyalty. Regardless of the industry, your brand can find ways to either host or attend events. Let’s see what content marketing can do for you as an organizer, exhibitor or sponsor before, during, and after your event! 


Here’s a breakdown of the kind of videos you can create before, during, after your event! For an extensive overview with tons of examples & practical tips.


  1. Leading up to the big event


It’s important to create excitement before an event to make sure your attendance numbers are in line with expectations. Engaging and insightful content that gives an attendee an idea of what to expect is a is a great way to generate enthusiasm for what’s to come.


It also an effective way to let your audience know who else amongst their industry peers will be in attendance, along with potential conference or keynote speakers. A potential attendee who is on the fence about their attendance may be convinced of the value of your event by watching your video on last year’s highlights, seeing your speakers on social media, or listening to interviews with industry speakers on your podcast.


Content types, examples & best practices: 


  • Save the date
  • Speaker outreach
  • Landing page video
  • Invite video
  • Event app video
  • Speaker reveals
  • Countdown to the event
  • Early bird deadlines + registration windows
  • Behind the scenes preparation


  1. During the event


Before a keynote speaker takes the stage, it’s possible to share backstage content about key topics that will be covered or previewing who’s up next and playing video up on screens throughout the venue.


As speakers are on stage, there is a great opportunity to record Keynote speeches or Q&A sessions that can us used and repurposed for future distribution. Live streaming the event as it happens is great content for social media, or recording interesting snippets for stories on Instagram, Twitter, and Facebook to create a sense of fear of missing out. Speakers are often enthusiastic about promoting their own talks, so after they have left the stage it’s easy to take an additional 5 minutes of their time to do a quick recap that could be used across social channels.


Often you will find by taking the work out of creating content, speakers or participants will be delighted to share further thoughts and ideas. All of this information can be shared in real time across social media channels. This gives you the chance to share relevant and interesting content across your networks on the day itself.


Video types, examples & best practices:


  • Backstage interviews
  • Live streaming of talks
  • Q&A session
  • Social stories


  1. After it’s all said and done!


It’s a wrap, the show is over! But opportunity to share relevant and interesting content with your audience doesn’t have to be. Following your event, share highlights from keynote speakers, special moments, new products or technology that was unveiled to highlights of the after party. Leverage the opportunity to remind your attendees or exhibitors how valuable your event is for the industry and community and stay top of people’s mind. Typical content would include highlight reels and snackable content on social media. After gathering all the footage and best moments for the event, you can repurpose this content into different formats like long form video formats, podcasts, images, social media teasers for the following weeks or months. You can even ask attendees or clients to use a dedicated hashtag to compile all the great content that is being generated at the event.


Video types, examples & best practices:


  •  Backstage interviews
  • Live streaming of talks
  • Q&A session
  • Social stories


Want to make sure your event is covered with video? 

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Richard McKeon