What is your biggest asset as an events business? The answer of course is your content. But, are you fully exploiting your content to its maximum potential?

Events offer a wealth of content that can be used to build revenue and brand value for your business. So, how to be sure you are capturing and conveying that event content in the most meaningful and effective way, a way that moves beyond just traditional emailing, newsletters and blogging, and sets you apart from the competition?

Below are two top tips to help you promote your content and offer something of real value to your market audience.

  1. High-quality video content

There is no denying content is moving rapidly towards video and away from text, so the more high-quality video which you can show through your site, and share with your audience, the better for you. (It’s also great for your SEO!).

There is loads you can be doing around video. First is live-streaming. Live video is without a doubt one of the hottest channels right now and it’s an excellent means to heighten buzz around your event. Most social media channels now offer the scope to livestream (Facebook, Instagram, Twitter, Linkedin, Snapchat), so make the most of this opportunity.

Rather than use just your phone, you can use tools and services such as Livestream for a more professional approach. They take care of everything from the hardware to metrics and post-production.

Don’t be worried about this impacting your ticket sales. There is no replacing the value of face-to-face networking, and most of your delegates should appreciate this.

When it comes to post-event, don’t settle for just sending out presentation slides to your delegates. Give them vlog content which shows not only the presentations, but also gives behind-the-scenes interviews with keynote presenters and speakers. Make them really appreciate the cost of buying a delegate pass!

But don’t leave it there! After a month or two you can then you can begin to drip feed these videos onto Youtube and embed them into your ongoing marketing blogs. Don’t make the mistake of uploading them all at once. Keep your audience hungry for more.

A last point around video is editing. There are infinite ways to cut and chop videos to make different points. Don’t just stick to putting out presentation by presentation. Cut and edit them to present videos build around themes, e.g “This is what 20 CEOs have to say about the current oil price”; or, “Listen to the tips from 10 Global Marketing Directors on Protecting Brand Image”. This again makes for really interesting and innovative content marketing that will set you apart from the crowd.

  1. Leverage user-generated content

You’re not the only one creating content at your events. Your audience will hopefully be providing loads of updates via social media channels related to your event.

So, what can you do with all this content?

There are a few great platforms such as TalkWalk and Storify out there these days which help you to collate relevant content sourced through social media onto one platform. You can search via your event brand hashtag to see what people are saying about your event, and who is saying it.

This information is invaluable. Not only is it a great resource to support event programme development, it also offers great event feedback and provides loads of useful information that can be turned into blog content. Tapping into what your key influencers are saying on social media and then sharing this is a sure way to bend the ear of other industry folk.

Polling also is a useful tool to gauge audience feelings and perceptions. Many events businesses will already be using it. But, you can build on polling results to make your event feel ‘smart’ and responsive. If most people are saying Options A and C are the biggest threats to the industry, then drill down into those two options, create some break out discussion groups, roundtable meet-ups etc. This requires forward thinking (and it may involve a lot of practice until you get it perfect), but smart events are very much the way of the future, so the sooner you can get into it, the better.

Taken together video content and use of real-time data (polling and social media) not only offer the promise of delivering more compelling and current content for audiences, they also mark the way for the future evolution of events. So, the more you can get on board with these ideas, the more you can begin to move beyond the competition.