Are you struggling to create content on your social media channels or company website?
If you’re running events, you might be sitting on a rich lode of content that can be easily repurposed to boost your content marketing strategy.
Turning event content into evergreen content is an easy way to spotlight your organization and fill up your marketing calendar.
One of the easiest ways to achieve this involves a process called ‘content atomization.’
If you’re not familiar with the concept, it’s a ‘one-to-many’ approach to content. Instead of working twice as hard to create six pieces of content, work smart by turning one asset into six digestible pieces to leverage across multiple marketing channels — from landing pages to social media. This approach can drive a 10x return on investment for both marketers and event planners.
After all, event planning takes a lot of effort. Squeeze every ounce of worth out of your next event with content atomization.
The following guide outlines the best way to maximize the impact of your event, by transforming virtual event content into evergreen editorial content, that can be repurposed long after the curtain goes down on your event.
10x Virtual Event Content With Content Atomization
Why should you turn your event content into editorial content? It saves time and money — while allowing your organization to expand brand awareness and gather materials for future event marketing.
By turning virtual event content into editorial content, you squeeze every ounce of value out of your efforts, and make your content work for you.
It can be hard to measure event success weeks or months after the event ends, but by repurposing your assets on social media and on your website, you can demonstrate the long-term value that a big event has for your organization — and use metrics like shares, comments, and hashtags to measure ROI long after the curtain call.
Strategically delivered, quality content can improve website traffic, boost social media engagement, lead to media coverage, and bring in new leads. All of these can be used as key performance indicators when analyzing event success.
Defining Event Goals
Every successful event starts with a clear objective from A to Z. The first step is defining your purpose as an event professional. What are you trying to achieve? What is the desired outcome? With a clear goal in mind, you can streamline the rest of your planning so that it aligns with the desired outcome. Here are some examples of event goals.
- Lead generation
- Showcasing a new product with a product launch or at a trade show
- Raising brand awareness
- Networking opportunities or thought leadership
- Aligning your internal team and communicating company goals
Depending on the type of event you’re planning, you can plan to create content accordingly — whether it’s for internal or public use.
Different Types of Virtual Event Content
Depending on the type of virtual experience you are creating, there are several opportunities to produce compelling content that will interest your viewers and attract new ones, even after the show is over.
Keynote speakers or Webinars: One of the best ways to maximize event ROI is to turn keynote sessions or webinars into content.
Session recordings can be turned into audio tracks for podcasts, videos, and images for YouTube and LinkedIn, as well as blogs and articles. A single asset can produce content for multiple channels.
Testimonials: Testimonials are one of the most effective content strategies to boost business, but many organizations overlook live and online events as an opportunity to gather positive quotes from exhibitors or your target audience. Testimonials can be used on landing pages or even a registration page for your next event.
Gamification: Interactive elements of your online events, like quizzes or live polling, can create insightful opportunities for content.
Can your attendees provide answers or insights that are valuable to a broader audience? An audience can be turned into a focus group with a strategic quiz or poll, and results can be shared on social media or company blogs.
Before The Event
Plan Ahead
Prior to thinking about the themes and channels you'll use for your virtual event content, consider how you'll turn your event highlights into assets.
After the pandemic, many event planners are resuming in-person events, but live events are still utilizing virtual event technology to complement their programming for a very important reason.
Virtual events can be used in a standalone setting, or incorporated into an in-person or hybrid event.
One of the biggest benefits of using a virtual event platform, like Touchcast, is that all of your event content will be captured on camera from start to finish. You won’t miss an amazing soundbite from a guest speaker, or an inspiring breakout session. Recorded content is high-quality and easy to access.
Touchcast’s event technology is best-in-class. Every speaker is framed in an immersive, stunning 3D venue, complete with sweeping camera shots that are ready for prime time network TV — so no one will feel like they’re stuck in just another boring video conference.
Easy integrations into Zoom, Microsoft Teams, and Cisco Webex make it easy to set up and run, no matter where your speakers are located.
With flexible options, you can choose between full-service event management or put yourself in the Director’s Chair with our self-service options. Touchcast offers flexible options, whether you want to prerecord your keynote speakers or offer live streaming to your audience in real-time.
If you’re not working with a trusted event partner, like Touchcast, you’ll be responsible for organizing this, which may involve a videographer, camera crews, on-site talent, or finding internal team members to assist.
With Touchcast, all of your content is automatically recorded in high resolution and distributed on a custom-designed video on demand page — making it a breeze to repurpose and reuse your event content at a later date.
Once you’ve figured out the logistics of capturing your virtual event content, you can start planning how to use it.
Earmark Opportunities
As you’re piecing together the agenda of your event, start to jot down areas where there’s likely to be a treasure trove of reusable content. Make a note of:
✅ Scheduled keynote speakers and their chosen topics
✅ Interesting breakout sessions
✅ Q&A Sessions of note
✅ The main theme of the event
Listen to Your Audience
In the months leading up to your event, pay close attention to your brand mentions, stakeholder discussions, analytics, and any other information that can help you understand what your customers are looking for.
Are there reoccurring themes or questions that appear on your social media mentions?
Is there a buzz about a new corporate initiative on your internal Slack channels?
Whatever sparks interest in your clients or team should be reflected in the assets you create post-event, as this is likely where you’ll find the best success and tap into the discussions that your people are really interested in.
During The Event
Take Time-Stamped Notes
It's challenging to sort through hours of event content after the event is over. Stay on top of events that could create marketing assets, rather than wait until the last minute to curate content.
Was there a particular keynote session that got a positive reaction from attendees and sponsors?
What was the standout moment from a Q&A session?
Whether your event is live or virtual, keep time-stamped notes to track the highlights, so post-production becomes less overwhelming.
Talk To Your Audience
With some strategic preparation, you can turn your audience into a flash focus group. Polls and quizzes are a great way to boost attendee engagement (especially in virtual conference settings) and are also a clever way to get insights from your audience about what content they’d like to see more of.
Poll your audience to find out which session they found most valuable, or find out which social media channels they use to stay informed about industry trends. When devising polls and quizzes, keep your key objectives in mind, and tailor questions to help amplify your event content for future distribution on social media and beyond.
Lean Into Data
In an in-person event, you can gauge audience reactions in real-time — but they’re not always the most accurate way to track event performance.
With a virtual event platform, like Touchcast, you can access event data and analytics to track multiple touchpoints, such as:
- Registrations
- Sessions
- Session engagement
- Polls and Q&As
- Clicks
- And much more
Touchcast offers live analytics, so you can track these metrics in real-time and note anything that spiked engagement.
Content that performed well in analytics can act as a bellwether to predict how it will perform on other channels, such as social media.
After The Event
Your audience has left, your vendors are packing up, and now it's time to analyze the content assets you have on hand — and create a content atomization strategy to extract as much value as you can from your event.
On-Demand Recordings
The value in choosing a virtual event platform like Touchcast offers organizations the opportunity to expand the footprint of their event by offering the event to a global audience, unshackled by time zones, language barriers, and travel.
For multi-track events, incorporating this kind of event technology means that attendees don’t have to choose between two interesting sessions, and can view both on their own schedule.
Aside from the various benefits of a virtual event, Touchcast also builds a custom landing page for organizations that features a Netflix-style digital library of on-demand event content that can be visited, repurposed, and remixed at a later date to create a catalog of evergreen content.
Virtual Event Content Ideas
One to many is the name of the game when it comes to content atomization. Take your largest and most interesting content asset, and break it down into modular chunks of content for distribution across social media, internal landing pages, and blog posts.
Video
Video provides one of the best opportunities for creating content, as it’s a flexible medium that can be repurposed into many different assets.
For instance — a video of a keynote session can be edited and shortened into 6 smaller videos, which you could use for a 6-part video series on YouTube.
Podcasts
If you have a public-facing event featuring guest speakers and topics that are of interest to others in your field, turning event content into podcast content is a great way to extend the reach of your event. Check out the Touchcast .metaverse podcast to see how we turned some of our best speakers at CES into insightful podcast episodes!
Social Media
From sharing videos of the attendee experience, highlight sponsorship opportunities, or follow up with your guests after the event, social media offers many creative ways to connect with and expand your virtual audience. By adding videos, stills, or soundbites from your event into your social media calendar,
Editorial Content
Touchcast offers AI-powered transcription services, turning event sessions into instant articles. With a little help from an SEO writer, you can turn these articles into blog posts that can drive organic traffic and capture relevant keywords.
Final Takeaways
Content creation can be daunting, but with a well-considered and strategic plan of action, you can turn existing content from a successful virtual event into a polished content marketing campaign.
Events — live, hybrid, or virtual — are an amazing wealth of content, and with all the hard work that goes into event planning, it’s worth transforming the event experience into shared experiences that a wider audience can learn from and enjoy.
Are you ready to learn more about Touchcast’s ability to turn your event into a video-on-demand platform for your organization? Click here to book a demo with one of our team members today!
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