Events can feed your content pipeline year-round — here’s how
Events are a major investment for any communication team: attending, organising, planning. But how much of that resourcing goes into creating and sharing content? Are you getting the full value from covering an event?
There are a lot of people in attendance. But there are even more people online. Talk to 1,000 odd people at an event, but don’t forget the 1 million+ people on social media.
While events are time-sensitive, the content that comes out of them can feed your content for months to come for two reasons:
Event attendees make for great content. Industry leaders. Experts. Important stakeholders. Potential partners. Events attract the cream of the crop, whether as delegates, speakers or exhibitors. This is a unique opportunity to capture content - seize it.
Key topics or outcomes at events often set the stage for the following months or years to come. A common mistake is putting your eggs in one basket: the ‘during-event’ period. Yes, there is an immediate audience in attendance or online. But there are also outcomes and impacts from events that can provide valuable content long after the event ends. Think of the World Economic Forum Annual Meeting or COP. There are goals and messages from these events that have real longevity; maybe your content can too.
In this article we cover examples of evergreen content that can come out of an event, and how to organise your resources to capture them.
Events are long, but recaps are short
A lot happens during the World Economic Forum’s Annual Meeting - despite the fact that the whole thing is over in less than a week. While going into detail is important, starting with an overarching look at the outcomes is a great way to set the scene.
A recap sounds like a one time thing - it’s not. A recap could cover an entire event, individual sessions, or just one element of the event (say, a recap of climate change outcomes).
The Adecco Group does a great job at recapping the entire WEF Annual Meeting through its own lens: the future of work. While general recaps will be widely available, direct your audience to what is specifically interesting to them.
How to capture it: Use the agenda to guide what footage you’re going to capture. Script questions and plan to approach individuals for interviews. When the event ends, look at the content produced as a whole to help guide the overview.
Find quotes that last
“Be the change you wish to see in the world.”
”Do one thing everyday that scares you.”
”The only thing we have to fear is…? ”
There are a few key features that make a good quote, one that can truly stand the test of time:
punchy
relatable
inspirational
evergreen
This quote card from The Villars Institute’s Symposium ticks all three boxes. It’s short enough to fit in a social media card, it’s relatable to anyone that is a citizen of our planet, and it inspires a positive shift.
Most of all, it’s timeless. The message isn’t specific to this month, or even year.
How to capture an evergreen quote: There are two ways to find good quotes: firsthand and secondhand.
Firsthand quotes involve interviewing someone, which can lend itself to a very unique quote that no one else has.
Secondhand quotes involve listening in on talks or other public conversations at the event for those quote-worthy soundbites.
Track goals and outcomes over time
Big events often spur big decisions: new funding streams, long-term goals, new directions or a renewed focus on a specific issue.
Expanding and educating your audience about event outcomes is something that can go on for a long, long time.
Take the Paris Climate Agreement. Adopted in 2015 at COP21, the agreement is now reaching its first global stocktake, and so it has and will continue to be a talking point.
Examining, expanding on and tracking event outcomes can make use of event coverage - but can also be a self-generating campaign as time goes on (i.e. tracking and covering developments).
ISO - International Organization for Standardization launched the first globally agreed Net Zero Guidelines at COP27. It quickly followed with a fast-paced video that explains the guidelines. When new goals or outcomes are announced, explainer content is perfect for breaking them down on social media.
How to capture it: Think about capturing event content that explains the core reason behind the outcomes. Lay the groundwork: what are these goals or outcomes? Who do they affect? How are they relevant to your audience?
Turn unique ideas into thought leadership
The currency of good thought leadership? Good ideas and informed opinions - something that there is often plenty of at big events.
Think about your typical attendees: fellow industry leaders, important decision-makers, potential partners - and often, your own team.
The conversations, ideas and outcomes are unique to the event: a recipe for the perfect piece of thought leadership.
Amy Barnes, Head of Climate and Sustainability Strategy at Marsh, combines her experience at Davos with her own industry expertise. It’s a unique combination that is hard to replicate: firsthand, diverse expert perspectives on climate change and supply chain.
How to capture it: Look at the agenda - what talks or sessions are relevant to your audience? Think about which speakers your audience would find appealing based on their unique expertise.
Capture real people answering in real time
What outcomes are you hoping to see from this event?
What are your biggest takeaways?
What’s the lightbulb moment?
What new solutions can you see emerging from this event?
What advice would you give to…
The list goes on. Video interviews give you the opportunity to ask and receive unique answers. Instead of solely relying on the organised topics and sessions, think about what answers will feed content for the following months.
The Villars Institute does a great job at this, regularly speaking to attendees, speakers and leaders at its Symposium.
How to capture it: Think about what questions aren’t being answered by the event agenda. What topics can be addressed by relevant experts in attendance? Perhaps ones that you wouldn’t usually get to speak to?
What do you do at the end of an event? Reuse content? Plan for the months ahead? Or does it end, there and then?
Partner with us to help capitalise on event coverage and create content year-round.
