, Trade Show
07 2nd, 2010 |
Credit: woodleywonderworks' Photostream
How valuable is content generated at your events? How do you use that content? Nowadays, if you’re generating live content and not using it for something else, you’re leaving money on the table. There is this fear of cannibalization, or this concern that if you put your live content online that no one will go to your event. That’s crazy talk! Here are 5 ways to use your post event content.
- Sell it. If attendees are willing to pay for the content live, there is no reason why you can’t find customers to consume that content online. The secret here is price and delivery. Companies tend to think the same content online is worth the same as it is live. It’s not. It is a completely different user experience, and the value one gets from the live event is very different than the online version. You should price it accordingly, then cut the price you think it’s worth in half…then in half again.
- Give it away. This is the foundation of most freemium models out there. If the content has a short life span, give it away after the conference as a way to build your brand and sell prospects to the next event in the cycle. Tie it into registration for the next conference. Register for this year and get the full video from the last conference free.
- Transcribe it. Text based content can provide you with additional distribution outlets. You can turn a 60 minute presentation into a white paper, a handout at an event, or a series of press releases.
- Social media. With great speakers, you can cut up a 60 minute presentation into five to ten 3-5 minute clips. Build up your Youtube channel or get it up on your website. These short bursts of information are great content for most social media sites.
- Promotion. What better way to sell the next edition of your event than with great content from the last event. Cut speakers and thoughts from different presentations into a great promotional clip. If you’ve got a camera crew onsite, they can collect plenty of B-Roll for you. Interviews, testimonials, etc.
There are always costs associated with video, as well as quality obstacles. The key is to get buy in from the organization and your speakers, and clearly define what you are going to do with the content. Have a plan!
What are some of the more creative ways you’ve leveraged your event content?
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