Event Content Repurposing: Strategies to Boost Engagement and Maximize ROI

Think of your event as a freshly baked cake. Delicious, right? But everyone only gets a slice while it’s in the room. Event content repurposing is like taking that same cake and turning it into cupcakes, cookies, and cake pops! It’s about transforming the amazing content from your event into multiple formats to extend its life and reach a wider number of people.

By skillfully repurposing, you level up the potential for increased event engagement long after the event is over and supercharge your event ROI.

This article will be a complete event content repurpose guide for you. Where you will learn:

• The whats and whys of event content repurposing
• Making an event content guide
• Strategies for repurposing event content to level up engagement and
• Boosting your event ROI through content repurposing

Knowing About Event Content Repurposing

Event content repurposing is more than just a buzzword; it’s a strategic imperative for organizations looking to maximize the value of their events. It’s nothing short of an artistic skill that converts your event’s core assets– presentations, discussions, and experiences– into a diverse gallery of content formats.

The very principle of event content repurposing is about taking the raw materials from an event and reshaping them for different purposes.  It’s about meticulously considering how a single piece of content can be altered and displayed across multiple channels of social media or websites like YouTube, Instagram, Facebook, Linked In, etc., to achieve various objectives that a brand or organizer has in mind.

Note: It’s not simply recycling content. True repurposing involves changing the messaging, format, and delivery style to suit specific platforms and audiences. For instance:

• A keynote speech of an event might be broken down into a series of blog posts, a short video for social media, and an infographic stating key statistics. Each piece of content retains the core message but is optimized for its intended use.

The Multifaceted Benefits: Why Repurpose?

The advantages of an event content repurposing strategy are magnanimous:

• Further event reach and visibility: Using your event content by transforming it into different formats and spreading it across various digital channels elasticizes the reach and visibility of your event. This means that your event is not just going to be for the eyes of your attendees but for a global audience as well.

• Sustained event engagement: Events are often fleeting moments in time. Repurposing allows you to extend event engagement far beyond the event date and duration. By making on-demand content available, you keep the dialogue going and further strengthen your connections. 

• Boosting event ROI through longevity: The initial investment in an event can be significant. Event content repurposing is an impactful method for maximizing event ROI by extending the lifespan of your content. Instead of the value ending when the event concludes, the content continues to generate leads, drive traffic, and build brand authority for months or even years to come.

• Lead obtaining and relation building: Content that is repurposed provides an uncountable amount of opportunities for generating leads and forming industry connections. For instance, content that is gated like whitepapers and webinars extracted from sessions within your event, helps obtain crucial contact information.  Additionally, giving out exclusive information and related resources places you and your event in the trust zone, which translates into building good customer and client relationships. 

How To Make Your Event Content Repurpose Guide?

Planning is crucial for this and beforehand planning for it is even better. This is because you want your event to stay long after its conclusion. The best way to do that is by planning way before the event starts how you wish to repurpose your content and effectively target a wider audience:

Figuring Main Content Assets During Event Planning

When in the middle of the event planning stage, figuring out or marking what content assets are highly important for repurposing is the first step in making your event content repurpose guide:

• Keynote speeches: Keynote speeches should be a top priority for extracting data-rich insights and content that brings value. The best part about such content is that it can easily be molded according to any digital format of your liking and audience. 

• Workshops and discussion sessions: Sessions like these display practical tips and case studies that are well-suited for creating PDFs, articles, blog posts, and even instructional videos.

By pinpointing these assets early on, you create a repository of valuable content ready for conversion after the event concludes.

Ensuring Content Is Captured In Various Formats

This is a given as what’s the point in just capturing your content in one format? Then it will only be worthy for a single platform which isn’t very useful. So make sure to capture content in these three formats: 

• Video format: This is most important as your content can be visually pleasing to your target audience and have a feel of the atmosphere of your event. 

• Audio format: Another important format is the audio so that way you can pair it with creative video formats like animations, presentations, and graphic videos. 

• Text format: This format helps your website or brand SEO optimization through blog posts, case studies, articles, etc. It also places your event as a source of factful and trustworthy information provider.

Target Your Ideal Audience and Channel

Everything about event content repurposing is targeting your ideal audience and knowing which channel or platform they are most likely to consume your content. Once you completely decipher your target audience, figure out which channel they most likely belong to from the below:

• Social media: Determine which platforms (e.g., LinkedIn, Twitter, Instagram) your audience frequents so you fashion your event content accordingly.

• Email newsletters: Experiment with how your audience would respond to customized content delivered professionally via email.

• Industry forums, communities, and groups: Find ideal niche platforms where your ideal audience engages in discussions related to and regarding your event topics.

Repurposing Strategies To Boost Event Engagement

An event content repurpose guide isn’t complete without some real workable strategies. So let’s take a look at some clear-cut and result-driven event content repurposing strategies: 

1. Conversion Of Keynotes And Sessions

As stated earlier, keynotes and other important sessions of your event can be made into a mining facility of content that provides and delivers. Let’s see how:

• Making blog posts or articles from presentations and sessions: Convert the main points of a presentation into a series of blog posts or articles. Expand on the ideas presented, provide additional context, and optimize for search engines to provide value to a wider audience.

• Making precise and short video clips for social media: Social media today is about providing short clips and videos that attract audiences to check out the main attraction. Audiences on social media have a short attention span, so the clip has to be extremely hooking and interesting to spark interest. 

• Making infographics or slide decks for sharing: Convert statistics and new and valuable information (if any) into infographics or appealing slide decks or posts. This way they can be easily shared on various social media platforms as well as be included in your blog posts or videos. 

2. Q&A and Panel Discussions For Audience Targeted Content 

Q&A sessions and panel discussions can be great sources of practical and real insights as well as tend to audience-specific concerns:

• Turning audience questions into FAQ blog posts: Compile frequently asked questions from the event and create a detailed FAQ blog post. This answers the common queries and provides valuable information to those who couldn’t attend.

• Creating podcast episodes featuring panel highlights: Extract the most insightful moments from panel discussions and create podcast episodes. Invite panelists to elaborate on their points and offer additional perspectives.

• Sharing quotable moments as social media snippets: Identify powerful quotes or catchy statements from the discussions and share them as social media snippets. Use visually appealing media to make them stand out and inspire sharing.

3. Repurposing Event Data And Insights

Events generate a wealth of data and insights that can be repurposed to demonstrate thought leadership and provide value to your audience:

• Creating reports or PDFs with key findings: Compile event data, survey responses, and feedback into comprehensive reports or PDFs. These in-depth resources can be used as lead magnets or shared with stakeholders.

• Developing presentations for internal teams or stakeholders: Summarize key insights and data points into presentations for internal teams or stakeholders. This ensures that the learnings from the event are disseminated throughout the organization.

• Sharing anonymized data as social media statistics: Extract compelling statistics from the event data and share them as social media posts. Use visuals to present the data engagingly and highlight key trends or insights.

Final Words

We hope it’s clear to you what event content repurposing can do to your event and its reach. The event content repurpose guide we shared with you is a sure-shot way to make your goals and strategies crystal clear and to make use of. Along with that, take note of these subtle pointers:

• Repurposing = Maximizing

• Engagement is key: Smart repurposing fuels event engagement long after the last second of your event.

• ROI on repeat: It’s a tried and tested strategy for boosting event ROI by extending the shelf life of your content.

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