My first in-person event was an overwhelming but successful experience. I was there to report on the conference, interviewing people and attending sessions to write blogs and live updates for the tech company that sponsored the event. However, I couldn’t help but wonder what happened to all the content created for the event after it was over.
Meisha Bochicchio, Digital Content Marketing Program Manager at VMware, has set out to change the way companies activate event content. She is working to repurpose more than 800 sessions of VMware event content to engage customers and prospects and extend the reach of the company’s events through targeted campaigns.
However, many companies still do not repurpose event sessions into new formats and assets for different parts of the lifecycle funnel. This is not due to a lack of access or technology, but instead a lack of ownership. The event team closest to the content has hit their KPIs and moved on, and content marketers are not granular enough with their tactics.
The key to post-event ROI is collaboration across functions, with someone who knows the event content and how to curate and package it post-event. The metrics that matter now are pipeline, influenced ARR, and influenced MRR. Melanie Reid, Event Marketing Manager at Riskified, is one example of someone who is working closely with sales to qualify leads and route them properly.
Original content is king, and event content sessions are a hidden source of original content. To get the most value, marketers need to focus on building relationships across event marketing, content marketing and brand marketing. It is a collaborative effort that requires focus and a deep understanding of how event content can support the work of other business units’ programs.
Now is the best time to consider who will take ownership of your content and ensure it is getting in front of the right prospects. With budgets for in-person events exceeding pre-pandemic numbers and the global event industry estimated to be worth $2.19 trillion by 2028, savvy marketers are already making the connection between events, brand and content marketing. To maximize ROI from events, companies must view them as a moment in time, just one part of the event lifecycle, and work together to leverage event content to support other teams and their priorities.
Originally reported by Martech: https://martech.org/how-to-unlock-more-value-from-your-event-content/
This article was written automatically by artificial intelligence. Please make us aware if you have any concerns about this automatically generated content.
