Preventing Content Rot - A Meeting Planner's Guide to Marketing Events
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This document discusses strategies for repurposing conference content for year-round marketing. It defines marketing and the marketing funnel. It explores how conferences generate a lot of content but much of it suffers from "content rot" if not reused properly. The document provides three solutions to prevent content rot: 1) Repurpose content by reusing recordings, inviting speakers to webinars, creating blog posts and more. 2) Leverage stakeholders like speakers, exhibitors and attendees. 3) Utilize all marketing channels available like the event app, website and software. Attendees are encouraged to brainstorm ways to reuse their own content for ongoing marketing.
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Preventing Content Rot - A Meeting Planner's Guide to Marketing Events
- 1. Event Marketing Over the Moon: Repurposing Conference Content Year-Round Rachel Vrankin rachelv@cadmiumcd.com Michael Doane michael@cadmiumcd.com
- 2. Rachel Vrankin Brand Manager at CadmiumCD rachelv@cadmiumcd.com Michael Doane Marketing Manager at CadmiumCD michael@cadmiumcd.com
- 3. Objectives Define Marketing and Related Terms Explore Year-Round Event Marketing Activities and Best Practices Generate Ideas to Reuse and Repurpose Conference Content
- 5. The Technical Definition “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” – American Marketing Association
- 9. ACTIVITY #1 Conference Content What kind of content does your conference generate? Discuss with your neighbor.
- 10. Let’s Talk About Content Rot
- 11. Content Rot is Real
- 12. But Why? 3 Reasons Content Rot Exists
- 13. 1. We Don’t Know What to Do With Content
- 14. 2. We Have a Lack of Tools & Resources
- 15. 3. We Don’t Know Where to Share Content
- 16. What’s the Solution? How Do We Prevent Content Rot?
- 17. 3 Simple Solutions Repurpose Content (Work Smarter, Not Harder) Leverage Stakeholders’ Networks Utilize ALL Marketing Channels
- 18. Let’s Break This Down
- 19. BEST PRACTICE #1 Repurpose Content Work smarter, not harder!
- 20. What can you do with one session?
- 21. Share (or Sell) the Recording
- 22. Invite the Speaker to a Webinar
- 23. Do a Replay of the Session
- 24. Create a Blog Post or Downloadable Resource
- 25. Create Short-Form Shareable Content
- 26. Questions to Consider Would this lead to better year-round marketing? How? Could you monetize this content directly or indirectly? How will this contribute to improved registration numbers in the future?
- 27. A Few More Ideas Other Types of Content to Reuse
- 32. BEST PRACTICE #2 Leverage Stakeholders You have more resources than you realize!
- 33. Who are your stakeholders?
- 34. Speakers
- 35. Exhibitors
- 36. Attendees
- 37. BEST PRACTICE #3 Utilize ALL Channels What channels do you already have access to?
- 39. Event App
- 40. Event Websites
- 43. Survey Tools
- 46. ACTIVITY #2 Brainstorm with a Friend! How can you use your content for year-round marketing? Discuss with your neighbor.
- 47. Wrap-Up What did we learn today?
- 48. Use ALL Marketing Channels
- 52. Thank You! Time to go out there and use what you learned!
Editor's Notes
- ENGAGEMENT: Someone give me their definition of marketing. Shout out the first word that comes to mind.
- AMA definition. Lots of dense jargon. What does this actually mean?
- NOTES: It’s all about ‘Making Something Happen’ or driving people to action. But it’s not trickery. It’s about getting their buy-in. It’s about helping those same people – your customers, your members, your attendees – understand your offering so they understand what action they need to take, and it’s about bringing them to a place where they actually want to take that action.)
- Who knows what this communicates? The customer buying journey! It illustrates how potential customers move through each stage of the buying cycle as they answer a call to action. We want the path to be clear and valuable enough that attendees know exactly what to do and where to go next.
- Who’s heard this phrase? What does it mean to you?) NOTES: At events, this especially reigns true. People are there to attend sessions, they’re often engaging on social media, and even one-on-one meetings lead to ideas being generated and projects being started. But what can you do with this content and how to you use it in a meaningful way?
- What content does your event generate? How do you use it? WORKSHEET SECTION 1: What kind of content do you generate at your event? NOTES: Think about your own conference. List the content that’s being created for and generated during your conference. This could be sessions, social media posts, product demos, videos and photos from the event, whatever. Write it down.
- ENGAGEMENT: Who here is actually using their content as year-round marketing materials? Who struggles with this or thinks they could improve it? Show of hands. That’s what we call “Content Rot.”
- NOTES: Content rot is when you fail to use the content created for and during your event to market your organization AND your future events. The content is created, quickly consumed by the small audience at the event or engaging with the event, then forgetten and never used again.
- The content is created, but just sits there because you have no direction or know-how on what to do with it post-conference.
- You feel like you don’t have the energy, manpower, or software to actually reach a wider audience than your attendees post-conference.
- We don’t have a good understanding of the marketing channels we have access to.
- ENGAGEMENT: Any ideas? Any other challenges YOU struggle with?
- Repurposing content is not about plastering the stuff all over the place. It’s about using content in a relevant and useful way.
- CASE STUDY: Here’s a bunch of ideas of what you can do with just one session.
- ENGAGEMENT: How many here sell conference proceedings or use them post-event as membership resources? Sell them! As a package As a membership benefit Give them away! Direct links to proceedings Share individual sessions
- ENGAGEMENT: How many host webinars for continuing education? Have the speaker build off their topic from the conference post-event, or give a teaser of their topic pre-event Bake this right into the speaker contract as a requirement NOTES: Before and/or after works to promote the session and keep the content fresh/useful.)
- NOTES: Alternatively (or in tandem) with the webinar you can do a one-time replay of the session using the recording. Use email to invite people to view the recording on a specific date/time If your content is usually attendee-only or member-only, open it up for just this one day or time so people can get a taste of your most popular sessions Use the myCadmium Stats/Analytics to determine which presentations got the most traction and engagement to pick which session(s) to promote
- Duplicate the content in a new form (text vs. audio-video) to reach a wider audience, hit search engines, etc. This also is perfect for catering to multiple learning styles If there were worksheets associated with the session, ask the speakers if you can repurpose them to generate membership or conference attendee leads and gauge topic interest NOTES: Promote the recording in the blog post to increase revenue if you’re selling them, or to sell memberships if proceedings are a member benefit
- NOTES: Use Typito to create a quick video recap, or break down concepts as bite-sized tips from the session using a graphic design tool like Canva Add photos or videos from your event to make them personal and relatable Share these on social media to promote the recording or blog post
- NOTES: How many sessions do you have at your conference? How much content is generated? Do these 5 things for every session. Would you have enough content to last you all year? Would you be able to publish a new marketing material monthly? Weekly? DAILY? How much additional revenue could you generate directly through proceedings sales or indirectly through memberships and registrations? FOMO - fear of missing out - is a silly buzzword, but it represents something that’s very real. If you’re showing people year-round what they’re missing at your conference, they’re going to want to attend.
- NOTES: Collect attendee testimonials using Survey Magnet during the evaluations and pair these with photos or videos of the event to use while promoting next year’s conference on social media, email, mailings, etc.
- NOTES: Stop using stock images and use your event photos for blog posts and other content, plus share galleries of the attendee experience on your eventScribe Website for promotional purposes.
- NOTES: Recap your conference or specific events at the show by citing attendee’s social media posts. You can even use these in promotional materials for next year’s event to show people what they’ll be missing if they don’t attend. LEFT: Create a blog post with embedded insights from session attendees RIGHT: Create a Wakelet for your conference – this allows you to search hashtags and topics and create a social media feed that’s shareable and embeddable You can do this for individual sessions or for your entire event!
- Turn award entries and winners into case studies that you can publish on your blog and social media channels These help find new award entrants, potential members and sponsors, and other people that the content is relevant for
- NOTES: Your attendees, exhibitors, and speakers combined have a BIG network. Don’t miss a great opportunity by failing to leverage these stakeholders for marketing your content.)
- NOTES: In addition to repurposing session materials, make sure you create a Speaker Resource kit for speakers. This will essentially be a checklist that you can add to the Conference Harvester that will encourage them to share their content before, during, and after the conference. You’re collecting a lot of info for them, but also GIVE them something useful so it’s easy for them to share with their network and generate some word of mouth marketing.
- NOTES: Invite exhibitors to participate in the educational component of your conference. They’ll generate content just like speakers and also be one of your biggest promoters by sharing that session to their own email lists, on social, and by telling their audience about it. Alternatively, ask them to participate in a sponsored scavenger hunt, give away a big prize to attendees purchased with their sponsor dollars, and you’ll likely generate some press around that activity.)
- NOTES: Use your app onsite to get attendees engaged with content and activities that will take place after your event. Remind them they can watch replays of sessions by purchasing or accessing Conference Proceedings via banner ads and push notifications, thereby generating some more revenue. Also make content easy to share onsite by providing a share link on the session, but also by connecting your Activity Feed with social media channels. This will generate FOMO in members who didn’t attend and colleagues who aren’t yet members.)
- NOTE: Think back to how we broke down the speaker session earlier and repurposed the content for our blog, social media, etc. That’s multi-channel marketing. It refers to how you interact with customers using a combination and direct and indirect communication channels. It’s all about reaching your attendees where they prefer to hang out, in the ways they prefer to engage. It’s about giving them choice and with the choice comes increased visibility for you. This includes social, email, blogs, ads, press, and of course your event management software tools!)
- [EVENTSCRIBE APP SCREENSHOT] NOTES: Before event - get people to download the app before they arrive onsite and encourage them to share something about themselves in the Activity Feed and start creating their schedules; During event - remind attendees via Push Notifications to engage with content and others in the app and continue to share sessions they’re attending and posts in the activity feed on social; After event - encourage attendees via email to complete their evaluations and submit testimonials, plus sign up for any replays of sessions they’ve missed and share recordings or session info with colleagues and contacts.
- [EVENTSCRIBE WEBSITE SCREENSHOT] NOTES: Before event - use photos and videos from last year’s event to promote registration, activities, and sessions; During event - make share buttons clear and easy to use to create a buzz on social media; After event - flip your eventScribe Website to become a revenue-generating, content-repurposing, Conference Proceedings machine.
- [SCREENSHOT OF ABSTRACT SCORECARD AWARD SUBMISSIONS SITE] NOTES: Use Abstract Scorecard to select awards submissions that can be turned into case studies, along with content for your conference that can be repurposed into other content such as blog posts, social media, webinars, and videos. You can also use it to collect additional content from your submitters to be repurposed on multiple channels.
- [SCREENSHOT OF CONFERENCE HARVESTER – EXPO AND EDUCATION] NOTES: Use Conference Harvester download task to deliver exhibitor kits and speaker resource kits to your sponsors, exhibitors, speakers, and presenters. These will give them the tools they need to promote content for you and you can also give them the chance to express interest in additional year-round marketing activities.
- [SURVEY MAGNET SCREENSHOT] NOTES: Use surveys as an opportunity to collect feedback, but also testimonials to reuse year-round; with a tool like Survey Magnet, you can use it like an Attendee Management system and use the tasks features to create links to purchase the Conference Proceedings, sign up for session replays, and share content post-event.
- [EVENTSCRIBE EPOSTER GALLERY SCREENSHOT] NOTES: Encourage poster presenters to design their posters like infographics, then create blog and social posts around these like you would with a session, linking back to your eventScribe Poster Gallery so people can interact with high-quality versions.
- WORKSHEET SECTION 2: How do can you use your conference content to market your association, events, or trade show year-round?] NOTES: Now that you have a better understanding of content rot and some ideas as to how to prevent it, take a look at your list of content, how you’re currently using it, and ask yourself: What am I doing well? What could I do better or differently? Take a minute to write it down. (ENGAGEMENT: Have a few volunteers share the results of this activity. How will they better use their content in the future?)
- NOTES: You have access to tools and channels to successfully market your events. Tap into your event website, social media, and other software that will help you spread your message far and wide.
- NOTES: Your stakeholders combined have an incredible reach. Make it easy for them to share your content far and wide to generate word of mouth marketing and convert their networks to attendees and members.
- NOTES: Your conferences and events generate a lot of content. Make sure you use it to its fullest potential.
- NOTES: Remember - marketing is all about making something happen. Work smarter not harder to achieve that goal. You have all the content, people, and resources you need for an incredible year-round marketing strategy that prevents content rot. Use it!