Content and event marketing are deemed different entities. The former is online and trendy, live events are very old school and offline. But both are highly inter related. A study claims that B2B marketers use content marketing methods for reaching their audience. They use email campaigns and educational content and are more of the CTAs for the next steps when it comes to effectiveness of the content marketing. The value of live events especially in B2B is focused more on education and networking, more on content and experience.
Live events are mostly a content delivery channel that includes the offsite events, great events, engaging activities and interesting people. When it comes to business organizing the event, they are an amazing way to provide education that helps in building trust, strengthens the relationships and let in immediate feedback. Hence, content planning is the gist of event planning. But the value of aligning content goes beyond the event. Here is how to achieve it.
Before the event
According to the corporate event management companies, a huge share of event planning time is assigned to content planning. It begins by gathering ideas from departments like sales, marketing, consulting, product development, customer service, existing customers and others. The topics are then assigned with the presenters, then sessions are scheduled for aligning the spaces at the venue. There may be many iterations, changes in the topics and presenters, adjusting time slots, changes in rooms, sessions etc. eventually, the sessions are finalized. This lets the event planning team to come up with the session schedule.
During the event
The main format of event content is PowerPoint slides with the main delivery channel being the live session. These session videos are recorded for post event editing and then sharing it to the audience. But a lot of content is recorded in the events and in multiple forms by many people that can be shared to trigger engagement. This content may include professional photography and videography, social media posts by company and employees, media and influencer content etc.
After the event
Your team puts a lot of effort into the content creation for the event. This content should be made the most of after the event is over. Make the same investment in content to repurpose and republish it in various formats like blog posts and ebooks, photography, session videos, summary report, photo/video promotion etc.