How Event Marketing Accelerates Your Content Journey

Jul 8, 2024

The need for event marketing as a function in itself arises when there is a necessity to engage with ~50+ events in a year. This could be in any form - such as speaking engagements, trade shows, sponsorships, or hosting your own events.

Often viewed primarily as a brand effort or a lead generation engine, event marketing can evolve into a net-zero full-cycle marketing engine, particularly when integrated with content marketing.

Let's break it down further:

Create Original Content

When interacting with attendees and delegates at events, you engage in discussions on topics relevant and interesting to them. This includes their pain points, desired features or offerings, and industry trends. Although some content may not be unique and could have been discussed elsewhere, revisiting these topics can provide fresh insights and encourage organizers to view them from different perspectives.

Example: Stripe Sessions had numerous discussions, both on stage and in smaller groups, on pricing, product roadmap, AI acceleration, GTM and many more. The on stage recordings its corresponding transacripts are readily available.

Fuel-Up Content Marketing

Once you have identified what attracts your target audience, tailor your content strategy to better suit their needs and preferences while aligning with your goals. Gating content behind a lead capture form can help you identify who is interested, or adding a paywall can serve as an additional source of revenue.

Example: SaaStr's conferences and events are a treasuretrove of information and insights for founders, investors and startup enthusiasts. The SaaStr blog effectively summarizes keynotes and discussions making it easy for readers to consume.

Repurpose Your Videos into Reels for Instagram, X (Twitter), or TikTok

Repurposing event videos into shorter clips or teaser videos for social media platforms helps reach a wider audience and increase engagement. These platforms thrive on short, engaging content that drives traffic to longer-form content.

Example: TED Talks is a prime example of this strategy. TED’s social media channels feature short clips of their talks, generating curiosity and driving viewers to their YouTube channel or website to watch the full presentations. This approach has significantly expanded their reach and engagement across various demographics.

Transcripts Can Transform into Blogs and Social Posts

Transforming event transcripts into blogs and social posts captures the pulse and intent of your audience, demonstrating that your brand listens and responds to their needs.

Example: Salesforce’s Dreamforce conference generates massive amounts of content. By converting keynote and session transcripts into blog posts and social media snippets, Salesforce not only extends the life of their content but also provides valuable resources that cater to their audience’s interests.

Going Beyond Typical Marketing: Creating a Net-Zero Marketing Initiative

Sub-Brands for More Touchpoints and Additional Revenue Sources

Creating sub-brands within your event marketing strategy can offer more touchpoints and generate additional revenue streams. These sub-brands can cater to specific segments of your audience, providing tailored experiences and content.

Example: TechCrunch Disrupt has evolved into one of the most influential and anticipated conferences globally. It is known for bringing the brightest minds together in technology and gets quite a lot of media attention.

Premium Events and Communities Can Garner Sponsor Revenue and Curated Members

Hosting premium events and building exclusive communities can attract sponsor revenue and curated members, creating a sustainable event marketing model.

Example: Web Summit, one of the largest tech conferences globally, offers premium tickets and exclusive networking opportunities. This model attracts high-profile sponsors and ensures a curated audience, enhancing the event’s value for attendees and sponsors alike.

At the end of the day, event marketing is more than just a brand effort or lead generation tool; it’s a catalyst for accelerating your content journey. By creating original content, fueling content marketing, repurposing videos, and transforming transcripts into blogs and social posts, events can drive your marketing strategy forward effortlessly.