Content

How to Create an Event Content Marketing Strategy
How to Create an Event Content Marketing Strategy

At Smart Digital we work with event organisers, agencies, brand partners and exhibitors looking to produce a better level of content marketing for use within their communications strategy. In this infographic we have pulled together a guide to making the most of the potential of great content marketing within events. This covers:

  • The potential of great content
  • Statistics that point towards content marketing strategy as a growing trend in event success and ROI that improves year-on-year
  • Quick wins within content marketing strategy, across email, social media, web and more
  • Content KPIs and benchmarking your campaign for success
  • Content streams across all key verticals, including video, audio and written mediums
  • How to measure the content cycle across a pre-, during- and post-event campaign

How to create a content marketing strategy for your event Infographic

To find out more about a comprehensive content marketing strategy for your next event or exhibition contact tim.henderson@smart-digital.co.uk today.

How agencies can offer video packages
How and Why Agencies Should Offer Video Packages

In a recent study, representations from both agencies and brands agreed that video has become an ever-more-pressing issue. Brands are keen to have video content to share and agencies are aware of how crucial video production is as a service to offer alongside traditional content creation.

Yet despite the shifting landscape that sees video as a growing trend, many brands are still struggling to adopt video as part of a comprehensive content strategy.

How agencies can provide more appealing video packages for clients

So how can agencies help brands to create more video, while retaining the exclusivity that makes them such valuable partners?

Often, we find that it is the framework that is missing, not the potential.

Brands have a huge amount of opportunity to capture and create video. From events, to product launches and meetings with key executives; all offer the perfect circumstance to collect video marketing content.

Marketers in-house at such brands recognise the potential too. 85% of companies find video marketing ‘very successful’ or ‘somewhat successful’ as a marketing strategy. Additionally, studies repeatedly show that video increases email open rate, reduces web bounce rate, improves time spent on page and leads to more direct conversions.

There is a clear case for all brands to be creating more video as standard. So what are the blockers that agencies can help brands move past to get the cameras rolling?

Lack of strategy – out of all those who have a content marketing strategy, how many have a video strategy? If they do, the strategy is often undocumented. Producing video content needs a team to own it and take it forward, whether that team is an extension of the agency or within the agency itself.  Offering this as an additional package to traditional web advertising or social media content which agencies are perfectly placed to deliver.

Lack of opportunity – video content is often perceived as being more high maintenance to create than web, blog or social content. The equipment and specialist resource required to create high quality video can be expensive and difficult to source.

Lack of expertise – full service advertising agencies may not be affordable to most brands, whereas marketing agencies often lack specific video expertise. This can hold back both parties; the agencies who want to offer video and the brands that need it.

Fortunately, it is becoming more and more acceptable to hire video specialists that have the ability and the expertise needed to help agencies and brands pass all three of these roadblocks.

A white label video content creation service

Many agencies now invite a third-party content partner to plug in to their model, providing a white labelled video service that can be offered to clients. This suits both parties. Brands do not have to manage a separate agency and video supplier; agencies are able to extend their portfolio and offering.

The benefit of this is twofold; the agency is able to pull on its own skillsets of strategy, direction, content creation and distribution. While doing so, the partner is able to offer a full video content creation process, from storyboarding to creating media channels and social media updates. This allows the agency to have control over the creative process and provides clients with a specialist team whose sole job is video.

Working with a third-party allows the agency to provide the service as part of its own repertoire yet still be agile and reactive to client briefs without the pressure of a full time team.

Hiring video specialists also means that the content is right first time around. In situations such as events, you only get one chance to capture rich video footage. A third-party content partner will see the opportunity, organise the onsite deployment and edit the finished product, ready for distribution across multiple channels. Often on the same day.

This could be anything from interviewing key executives, to capturing product demos and organising highlights or daily show reels.

At Smart Digital we work with creative agencies as an extension of their service, allowing them to capture their own work in action for case studies and hero content, and provide clients with rich video footage.

This enables agencies to offer high-quality video campaigns for online, corporate, marketing and internal communications, ensuring that clients receive a higher ROI, a more engaged audience and a better overall experience when working with an agency.

If you are an agency looking for a video partner service like our client in the video below, contact tim.henderson@smart-digital.co.uk today.

GITEX Live 2016
Why Exhibitors Should Be Involved in GITEX Live 2016

When exhibiting it’s vital for brands to be able to ensure a strong return on the budget, time and effort invested. As well as leads generated and business deals done, exhibitors are looking for ways to extend the activity beyond the show itself.

If you’re exhibiting at GITEX 2016 and want to draw in more visitors, gain more exposure and achieve extended traction post-show, GITEX Live is for you.

GITEX Live is the updated event TV network for GITEX 2016. A digital network of screens throughout the exhibition venue, combined with online broadcast through the GITEX web site and social channels, and backed by a media team and film crew who capture video and live broadcasts throughout the show.

Following the success of previous years, including 2015 which you can see in action here, the GITEX Live screen network has been extended for 2016. Bringing all of the sights and sounds of the show inside the halls for the very first time.

Across a 27-screen strong network, GITEX Live will encompass back-to-back totem screens and huge LED screens that are ceiling-flown for maximum exposure.

Here are some of the ways GITEX Live will specifically benefit exhibitors using it throughout the show:

Fixed exposure in every GITEX hall

Exhibition stands are only exposed to those who pass by. By taking a GITEX Live airtime package, you gain a fast track to every hall throughout the show. Placing you in front of more visitors and enticing them to visit your stand. Through the format of video, you can build authenticity, engage fans and gain more brand awareness from access to the show’s wall-to-wall audience.

High-value PR

The GITEX Live network is the principal broadcast medium at the show, used to release some of biggest news stories of the year. It is a key channel to feature live footage of exciting innovations from the exhibition floor including product launches, business wins and new partnerships. As a GITEX Live partner, you have access to thousands of eyeballs, including leading press teams, who are ready and waiting to receive news from the show. Releasing news on the GITEX Live network often leads to additional press coverage and exposure through media outlets, maximising on the return of your investment.

A global online audience, that lasts well beyond the show

Exhibitors on GITEX Live reach attendees and audiences dynamically, across multiple media, from the largest high-impact on site screens to the smallest mobile devices.

Peak online viewing times in the areas around the event are early morning, and late evening, as attendees plan their day and catch up on anything they missed. GITEX Live ensures you fill these key spots with rich content – before the show day and after it finishes.

Online viewing of the GITEX Live footage continues post-show in the months that follow. During the last year, GITEX Live 2015’s online players have delivered thousands of views from all over the world, lengthening exhibitors’ campaigns and expanding their audiences.

A perfect opportunity to capture video for all marketing channels

According to statistics, adding video to email creates 2-3 times as many click-throughs (Forrester) and adding video to a web page can increase conversion rate by 80% (Eyeview Digital).

GITEX provides an excellent opportunity for exhibitors and sponsors to create and capture engaging video content for all of their digital channels, since they typically have the essential elements together on-site: key staff, customers, their latest products and fresh promotional materials. By utilising the expert crews, presenters, editing suites and facilities producing GITEX Live, exhibitors can obtain excellent quality video content throughout the event.

Some of the video formats we can capture at GITEX 2016 include:

  • Product demonstrations – tradeshows provide the ideal backdrop for natural, informative product videos. The lighting, the bustle, the product stands – every element is set up ready to demonstrate your products from all angles, captured in the best light.
  • Explainer videos – as well as your own stand, tradeshow environments contain a number of dynamic areas that make great explainer video backdrops. Busy halls, studio setups and on-stand environments all make for a great place to explain what you do and why – without looking staged.
  • Leadership interviews – at a leading tradeshow such as GITEX, many of your key personnel and customers will be in one place. This makes capturing leadership content easy. As well as off-camera presenters who can ask key executives a series of pre-defined questions, we also offer a presenter service with professional, specialist interviewers who can create a fluid, interesting overview that will engage the audience.

From initial concept, through to providing expert presentations, editing and distribution, you can use GITEX as the platform through which to capture evergreen film content.

 

To speak to us about becoming part of the GITEX Live network, or to employ your own video package email tim.henderson@smart-digital.co.uk. We’d love to hear from you.

 

 

 

Using video to secure exhibitor rebook
How Using Video Increases Exhibitor Rebook

Securing exhibitor rebook has always been a high priority for event organisers and meeting professionals. Often, the best time to do this is at the event itself. When exhibitors are present, you are already thinking about the future event lifecycle and the exhibitor and brand experience is front and centre of mind.

With many turning to digital channels, the current perception of live experiences can make this more difficult. It is the job of today’s event organiser to employ a sophisticated arsenal of tools to ensure that the live event experience is perceived as a key platform through which to build relationships and close business.

Exhibitor rebook and event TV

Event TV is a dynamic broadcast channel that transmits real-time and pre-planned video content across screens throughout the concourse of an event and online. It’s part of a pre-, live-, and post-event marketing strategy that provides exhibitors with a multitude of content to repurpose and share with their audiences. It’s a platform that can be monetised, adding value to the event, while remaining affordable for organisers and their exhibitors.

Using event TV not only captures and broadcasts exhibitor content throughout the event, but also offers an excellent opportunity for organisers to prove ROI, minutes after show ends to encourage exhibitor rebook. With event TV, organisers are privy to a selection of videos which can be interspersed with statistics on engagement, attendance and sales made, all of which make an enticing offering for an exhibitor considering rebook.

Organisers are able to utilise expert film and editing crews to capture the sights and sounds of the entire show and create an end of event showreel which gives exhibitors all of the information they need to make an informed rebook decision.

This video can be played across the halls on final show day, or as exhibitors pack up, allowing them to get a feel for how the show went before it has ended.

The use of video and an event TV platform can help improve exhibitor experience, increase ROI and give organisers a portfolio of statistics on engagement and interaction that can garner interest in the next show ahead.

Statistics on how many attendees there were, what they viewed, how much information they took away and how many stands have already been rebooked. Custom information such as special offers and discount on rebook can also be incorporated, with visual countdowns and messaging that cuts through the noise and speaks directly to exhibitors still at the show.

 

Some of the other benefits of using an event TV video platform to encourage exhibitor rebook include:

Engagement

Video is by far more compelling then text alone! It captures attention and requires little on the part of the viewer. This is twofold; an event TV platform used throughout the show to capture exhibitor insights and key interviews provides exhibitors with rich content that they can engage audiences with all year round. At the same time, it provides organisers with a rich depiction of the event where exhibitors can see, hear and take in the event aura which will entice them to want to rebook for the next show ahead.

By using video as a way to engage exhibitors into the rebook process, it provides a more intimate experience and gives a well-rounded view that a web page or stats sheet alone just cannot provide.

Furthermore, exhibitors can use the video as a 1-2 minute overview that they can send to their CEOs and other key executives who may not have been able to attend the event, therefore making the message more accessible.

Rather than reading stats, the exhibitor and their team can see them, designed in a more visual way. The result? They can picture themselves there and are able to make a decision – fast, on whether they should ensure exhibitor rebook for the year ahead.

360-view

Within events, exhibitors are often stuck on their stand and miss seeing the wealth of activity going on around them. From keynotes, to breakout sessions, entertainment and launches, there is often more to the preparation and execution of the event than meets the eye. For organisers, video provides an opportunity to capture insights from every corner of the event. This content can then be made into a showreel and targeted specifically at exhibitors to give them a 360-degree view of the show. It can be enhanced with captions, notes and bullet points that annotate the areas and guide the viewer through the experience.

This allows organisers to ensure that all of the incentives and concepts they work on throughout the entire event cycle are placed forefront of the exhibitor’s mind when it comes to making a decision on rebook. For the exhibitor, they are able to see any opportunities they may have missed that can be incorporated into their planning and marketing schedule for the year ahead.

Social proof

Anyone can write and publish a testimonial, but video testimonials cannot be fabricated. Using video at your event to capture and interview thought-leaders and attendees on their perception of the show can create powerful social proof that the exhibitor should rebook for another year.

These could be the testimonials that help sway an exhibitor’s decision who may be in two minds about whether to book now or consider later. Video testimonials filmed live at the event also capture that buzz that only comes when you are in the thick of the show with exhibitors and visitors alike, buoyed up with atmosphere and success.

Video testimonials create rich social proof that your event was exactly as depicted and creates visceral reactions in the minds of those watching. Allowing you to increase exhibitor rebook rates and your exhibitors to make an informed decision.

Extending reach

Once created, video can be shared across industry associations, websites, press releases, social media channels, email communications and blogs. It makes excellent material for exhibitors who are looking to extend the reach of their event presence.

By providing exhibitors with video content from the show, both exhibitors and organisers can amplify their reach and therefore gain more mileage from their exhibiting experience.

As well as being a useful tool during the event itself, video is an essential part of most organisation’s marketing and content strategy outside of the event.

Google’s universal search showcases video content on the first page and prominently above the fold. Video content is much more likely to generate first page rankings than traditional SEO methods.

Creating event videos for exhibitors to use and repurpose gives them huge opportunity to attract organic search traffic and raise their profile ready for the next time they exhibit with you.

Proving ROI

A key consideration of many exhibitors is how to prove the ROI of their event presence. Event TV and video collateral provides a tangible way in which they can monitor the success of their exhibition stand. Rather than looking at how many attendees they spoke to during the event, they can also see statistics on who engaged with their event video during and post event, how many shares they had, what the reach was across social media and a whole host of other statistics.

This means their investment in the event doesn’t just stay with the event itself. Instead, it continues to work hard for them after the event, through the rich video collateral that is sent out to all attendees (even those they may have missed during the show). It also works through video players which can be embedded onto their websites, through the video they can use to raise engagement and reach on social media and the leads they can accumulate from the videos alone.

All creating a rich list of metrics which can be used to analyse their event performance and reach and improve their chances of rebook for another year.

The nostalgia effect

Events are incredibly intimate experiences that play on the human emotions that come along with the power of face-to-face interactions. Capturing these in video format will increase nostalgia for exhibitors.

A short video sent post-show, brings exhibitors back into the moment they were at the event. Invoking the same emotions, smells and touches and reminding them why they were there in the first place. This creates a second touchpoint through which rebook can be achieved.

 

For help creating a video strategy for your next event, have a chat with our team on tim.henderson@smart-digital.co.uk

A crowd of people walking to an event
Event Marketing Predictions for Brands in 2016

At Smart Digital we look to cover all ends of the event marketing spectrum, from video creation, content storyboarding and influencer engagement through to social media and email communications. Unlike some event marketing cycles, this lasts much longer than just the event itself and the best campaigns never stop – working seamlessly all year round to entice and attract an event audience. Our aim is to form a new experience for attendees -one that is more engaging, insightful and relevant for those taking the time out of their day to attend an event.

Here are seven of the event marketing trends we expect to see brands embracing throughout the year ahead:

  1. Relationship event marketing

Events may be temporary but using them as a platform to create a longer lasting connection between brand and audience is a key goal for 2016. Event marketing is at its best when focused on building stronger loyalty and long-term customer engagement that lasts far beyond the show ends. Relationships that are built on the tradeshow floor create brand loyalists who will then go on to provide social referral and word of mouth recommendations across online and offline channels. One way in which brands will adopt relationship event marketing in the year ahead is to provide content and experiences which do more than just entertain. By using the event arena to provide useful information, interesting content, insights and data to take away, audiences will leave with something of clear value. Shows leading in this approach are using sophisticated live content platforms to broadcast news, insights, product launches and more throughout the show concourse and on their websites. Not only does this give brands a valuable platform on which to release their most important updates but it also builds the relationship with the visitor, as it engages them with key information that’s truly relevant to their industry.

  1. Video over text

The shift in focus from editorial to visual media over the past year alone has been huge. In 2016, it’s fair to say that visual content will take the lead as brands strive to entertain, inform and inspire through the medium of video. With Cisco predicting that video will account for 69% of all internet traffic by 2017, it’s an area that brands can’t afford to shy away from. Within the event arena, we have seen brands employing our Event TV platform in order to find a cost-effective way of producing content such as key executive interviews, show highlights and real-time broadcasting that can be used live during the event. Furthermore, this creates a rich portfolio of video content which can be repurposed across the web, blogs, social media and visual platforms post-event, gaining more traction with audiences throughout the world. Within this, event organisers play a key role in ensuring that brands are able to utilise the opportunity to capture video during an event to full affect. The ones that continue or start to embrace this in 2016 will be the ones who find themselves steps ahead in terms of both trackable ROI and event interest.

  1. Location-based event marketing

Wearables and mobile technologies are becoming two of the most useful forms of technology within event marketing to help brands connect with their audiences. Using iBeacon and other near-field services in order to provide discounts, offers or just signposting to attendees as they wander a show is set to become much more mainstream in 2016. Wearables, currently in their infancy, will also see a rise in adoption this year with many already invested in the benefit of push notification and messaging systems which will work between an attendee and their iWatch or similar, during events of the future. The key for any location-based event marketing is of course, relevancy. It won’t be long before messaging apps and push notifications become as brand-driven and lost in noise as social media and email before them. In order to cut through, brands must be clever, interesting and selective about the updates they choose to send, particularly when in a time-sensitive event environment.

  1. Innovation

The words ‘innovation’ and ‘experiential’ have became overused and underappreciated in the events industry, but their relevance has stuck. Brands are doing more than ever to innovate the event experience and engage with the attendees who pass through their doors. This includes everything from innovation of the registration experience, where mobile scanning replaces paper tickets and long registration queues, through to data-sensors and tracking technology which allows brands to capture offline information that mirrors the level of detail previously seen in online communications. In our field, innovation is clearly led by the number and sophistication of event communication tools such as video, which allow a brand to connect with its audience in real-time. In 2015 we worked with hundreds of brands throughout shows such as the Dubai Motorshow, ADIPEC and ICE Totally Gaming who fully understood the powerful of innovative event communication. Using video, the brands at these shows drove engagement not only at event itself, but for months to come across YouTube, Instagram, web and email. We can’t wait to see how this level of innovation will continue to evolve throughout 2016.

  1. Connected events

Events, which were once standalone occasions, are now much more integrated across the entire marketing spectrum. Event planners are using digital channels such as online, email, social media and webinars to drive sign ups and generate interest in their events all year round. Attendees are able to collate useful information that mimics the event experience and gain access to a knowledge hub that they can visit at any point throughout the year. In 2016, we see this growing in importance with event organisers aiming to continue the legacy of their events all year round. Through the sharing of video content, social media communications and rich, deep-dive branded content, the event experience will become one that’s connected to its attendees in an all-year-round cycle.

  1. Enhanced content marketing

Content marketing has become big business not just in events but also in the marketing arena as a whole. With event marketing, the key to a successful content strategy is to capture the content created at the event so that it can be shared all year round. Both brands and event planners have a limit on the amount of time and budget they can invest in developing content. Key content produced at an event, such as video and image collateral, can be repurposed and used in other forms to continue the legacy and give more return on initial investment. This means taking videos with key leaders from a company during the event, and turning them into Podcasts, written blogposts or email communications, used to recap with existing event attendees and attract new ones. The repurposing and building of this type of enhanced content marketing will create meaningful connections all year round – with little or no additional cost needed.

  1. Shared experiences

Social media and online channels have created a culture where thoughts, ideas and moments can all be shared at the click of the button. Within events, we expect this to extend even further in 2016, with brands making the most of the event experience to attract a wider, international audience. One of the ways we’ve seen shared experiences take hold is through brands that embrace live content sharing across social channels such as Snapchat and Periscope. As well as sharing moments and broadcasting events as they happen across these channels, many brands are making use of YouTube and other content sharing platforms to bring in a wider audience for months after the event ends.

 

If you need help implementing any of the latest event marketing trends in your strategy for 2016 get in touch – we’d love to help

video-content
The Power of Video Marketing for Events and Tradeshows

As the old adage goes, “content is king”. But if content is king, then it’s sharing its crown with video.

Video content has been one of the biggest driving forces behind inbound marketing for 2015, with a recent report finding that 85% of companies found video marketing ‘very successful’ or ‘somewhat successful’ as a marketing strategy.

Within events, where the power of face-to-face and ‘realtime’ marketing are key concepts within the marketing lifecycle, this becomes even more poignant.

In the infographic below, we look at the power of video marketing for those specifically in the events industry and how important it is to begin capturing video content at your events.

Smart-Digital-Power-of-Video-Infographic

To find out more about a comprehensive video marketing strategy for your next event or exhibition contact our team at info@smart-digital.co.uk

video-content
What type of video content do you really need from your event?

Video marketing is changing. We now consume more than ever – with 5% of people watching videos online every day and 59% of senior executives confirming that if there were a choice between words and video, they’d choose video

But how we consume video is changing too.

The rise of mobile, social media and 4G Internet access are just three of the trends that have affected how video is consumed and in what format. Mobile viewing has risen at a staggering speed, with ads platform Ooyala finding that mobile video consumption has jumped 100 percent, year on year. Social media platforms such as Facebook and Twitter, now have their own video ecosystems, meaning that they no longer rely on YouTube (or are held hostage to YouTube advertising) to be able to stream videos to their viewers. The number of mobile operators bringing in high-speed 4G networks for customers has also aided marketers – high-definition video streaming while on the go is now a reality and consumers are treated to an ‘always-on’ mentality with the content they want to consume.

With all forms of technology geared towards producing faster, better and more accessible ways of viewing video content, it’s a strategy that marketers need to start developing – and fast.

So if it’s something you’re considering (and you should be – according to video research bank Reel SEO, 85% of companies find success with video marketing), here are some tips on the type of video content you really need to capture from your event to stay ahead of the curve:

Short-form video content

Long-form video content was once the only type of video content. After all, video was once expensive to produce and marketers needed to ensure they gained their money’s worth. Now that video capture during an event is so much more cost-effective using platforms such as our Event TV series, short-form content has become just as important.

The benefit of shorter snippets of content is that they can be shared on short-form social media channels such as Vine or Instagram or even played during the venue as attendees walk by, capturing attention without needing too much of a time commitment from viewers.

Real-time video content

Whereas once, video content meant days of filming and lengthy production, now most video content can be edited, uploaded and pushed out live while on site. This creates a dynamic network of content that can be used throughout your event on physical screens and across channels such as YouTube, a company website and a daily email newsletter – live while the event is happening.

Realtime content is much more relevant when used during the show and this allows you to extend the reach of your event, far beyond the physical visitors who are there, to potential visitors across the world.

Social proof

Some of the most effective forms of video content are those that come from your visitors or key executives at the show. 60-second testimonials, interviews and recordings of live presentations all raise the authority of your event and make others feel as though they’ll miss out on key insights if they’re not there. This is excellent collateral to use in your marketing strategy during the build up to the next event, showing the value of the investment in a ticket. The event environment is therefore the perfect platform to capture all kinds of social proof that will raise the profile of your event and ensure that tickets sell out even faster during the next year ahead.

Post-show films

Collecting video content throughout every day of the event allows you to create post-show films around a variety of different topics, themes and sub-sections of the event. Part of our strategy is to work with our clients to get an outline of the type of shots, content formats and partner requirements needed from an event, to ensure that every angle, setting and session is captured. After the event, when the social media channels and company website are already teeming with exciting, relevant material to watch, we’ll then settle down to create comprehensive showreels and films that show the event off from build up, through to show end.

Producing video from your event is more cost-effective than you may think and will enhance your marketing channels all year round. With so many marketers now turning to the medium in order to have their brand message heard, event marketers really can’t afford to miss out.

If you’d like to talk more about creating a video strategy for your next event, speak to our team at info@smart-digital.co.uk

tmforum-live
7 Ways to Revitalise The Content Marketing Strategy For Your Event

Events and tradeshows are the perfect canvas to connect brands with a highly focused audience of potential leads – it’s why they go from strength to strength year-on-year. The difficulty? Getting people there in the first place.

With traditional print and advertising methods tailing off and many online practices becoming ‘pay to play’, it can be difficult for event marketers to find affordable, effective routes to market. This is one of the reasons why content marketing has become a key practice for many event marketers over the past few years.

So if you’re looking for some inspiration for your content, or just want to take it to the next level, here are seven easy methods to revitalise your content marketing strategy for the months ahead.

Connect across all channels

The benefit of great content is that it can be distributed and repurposed across a variety of channels. A great video will service your YouTube channel, website and email marketing and can even be sent as a direct link to potential customers. An interview with an industry leader can be written up as a blogpost, made into short snippets on Snapchat and turned into a webinar learning experience. Sometimes it is the channels you least expect that can prove most fruitful to your audience. Always experiment with connecting and sharing content across Google, social media, email, guestblogs and more, to ensure you have the best chance of reaching your target audience.

Providing real value 

Demonstrating  ‘industry leadership’ through content is a tried and tested method to increase event registrations. Thought content, particularly when this comes in the form of video interviews and one-on-one discussions, gives a teaser to the event audience of what they could expect – and more – by attending your event. Rather than enticing visitors in with traditional ‘early bird’ and ‘book now’ offers, an interesting and informative video containing an interview with a leading industry figure, gives real, tangible proof that your event will be a valuable learning experience.

Embrace video

We’re often told by marketing managers that they’d love to create more video for their marketing collateral but that it’s too expensive or difficult to produce. This is one of the aims behind our Event TV platform: to capture strategic content during an event in a cost-effective way, so that it can be reused on digital marketing channels throughout the year. Video content allows a visitor to see what an event is really like, more than heavy brochures or PDF floorplans and this type of enhanced content can be reused for years after the event has passed. Our video and production teams capture different forms of content, including vignettes, interviews, key executive opinion pieces and long and short-form content that will give you vibrant material to use across every channel.

Focus on the power of visuals

According to studies, people remember about 20% of what they read and only 10% of what they hear, but they remember 80% of what they see and do. Strong visuals are a powerful way to ensure that your message is not lost. A photo gallery from day one of your event, may have more effect then a lengthy blog which is time-consuming to create. Even better, ensure that every piece of content you write is backed up with image and video content, which will help your message to translate to a wider audience.

All-year round marketing

Events may be seasonal but that doesn’t mean your marketing should be. Extending your marketing campaign across each season will keep the memory of positive experiences alive in your customers’ minds all year long. A good way to do this is to curate a series of interesting content (not necessarily from yourselves) that will be relevant to your target audience such as articles, news and facts. This will give them a reason to return to your page, where you can also feed in teasers about your own event, ‘throwbacks’ to your last one and special offers and incentives to get them involved earlier in the event lifecycle.

Exclusives and incentives

Make your audience a part of the content – interview them on film during the event, ask for their thoughts in the lead up and try to get them involved on social media. The more exclusive content opportunities you can offer your customers, the more content you will have to share as a result.

Offering incentives to the most engaged participants can also be a great way to gain more content around your event. Create themes and hashtags to give the content a direction and offer guestblog spots and pinned tweets for the best versions you receive.

Capturing video and images as well as words, will draw in a much wider audience – allowing those who are more impressed by visuals than just copy alone, to find out what your event is really about. Too many event organisers and marketers find themselves at a loss with how to keep the lines of communication open all year round. But with a little additional content planning to ensure you capture all of the material you need at your event, the potential for how you use it is limitless.

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IPG 3-1
The Importance of Capturing Evergreen Event Content: Part 2

If you saw part 1 of our feature on capturing evergreen event content, you would have seen the benefits of producing not only great content, but content that can be developed and repurposed all year round. In part 2 we explore, from our experience as event content specialists, what makes a great piece of content evergreen and how to ensure you maximise on the time needed to produce it.

 

What makes a quality piece of content evergreen?

Alignment with company goals

Evergreen content isn’t tethered to specific news or updates, like most event content. For this reason, it needs to have a clear alignment with your company goals and be ‘on brand’ to ensure you don’t alienate the event audience.

 

Quality

The higher the quality of the content, the more you will be able to use it to promote your services and products. A variety of image clips, vignettes and high-quality thought-leadership content will give you the ability to communicate with a variety of audiences pre, during and post-event.

 

Relevance

Consider who your content is going out to and how it will fulfill their needs. Does it inform, or help them with a question? Is it full of useful tips or trends, linked to their industry? Relevant content is the type that transforms a reader into a customer.

 

Creating a strategy for evergreen event content

The trouble with live events is that you only get one shot to capture exactly what you need in terms of images, video, testimonials and case study collateral. If this doesn’t happen, it will leave you short of interesting, relevant materials to use to engage your audience between the end of one event and the start of another. Here are three of our golden rules that we tell our exhibitors and content partners, to ensure we can capture all of the evergreen material needed during an event:

  1. Planning your content strategy

At the start of any project, we look to find out our client’s aims. This forms the basis of an in-depth content strategy which outlines filming schedule, shot types, end goals and responsibilities of each of our filming and editing crew. This becomes an essential document that we revert back to at each stage of the process, to ensure that we capture all of the material needed, within even the tightest of time constraints.

 

  1. Prioritise content

What content is most important to you? We’ll look to find out and then take this early on to ensure we’ve nailed the shots needed. The earlier you can capture the most crucial content – for example if you have a key executive who is only there for the first day of show – the better the chance you will have to produce stellar, event content to use all year round.

 

  1. Bring key personnel on board early

The more involved you can make your team and booth staff, the better they will be able to prepare themselves in line with your vision. Where possible, we advise our partners to provide questions for interview sessions prior to the event and allow practice runs, to ensure that we make the most of your airtime slot.

 

If you need help creating a content strategy or capturing video content for your next event, contact our specialist team today at info@smart-digital.co.uk – we’d love to talk.

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The Importance of Capturing Evergreen Event Content: Part 1

Evergreen. It’s one of those marketing ‘buzzwords’ that seems to be used often, but what does it truly mean and how relevant is it to your event?

 

What makes event content evergreen?

The difference between ‘evergreen’ and ‘non-evergreen’ content is that you can re-use and repurpose the former long after your event ends and it will still remain relevant to your audience. Evergreen content is designed to be timeless, without date stamps or any type of ‘real time’ reference that will anchor it to a specific occasion or place, which won’t be relevant three months down the line.

The benefit of this type of content is that it can be reused and repurposed in many different ways, for a long time after the event; ensuring that you receive the largest return possible on the investment spent on producing it.

 

Why you need an evergreen event strategy 

With most events being yearly, or bi-yearly, it’s important to design a strategy that allows you to engage with your customers at every stage of the lifecycle. Evergreen content will drive traffic to your website and promotional materials all year round – even when the event is over. It will give you great content to share across social media, to use in case studies and will build repetition and trust with your audience. Because evergreen content doesn’t date, the cost of acquiring customers is much lower than it would be for a one off piece and this will allow you to bolster new and existing attendees all year round.

 

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Examples of evergreen content

Evergreen content is characterised by its ability to remain relevant, interesting and of value to both event organiser and event attendee, or to brand and customer. Some examples of evergreen content that we look to help clients produce with our Event TV platform include:

Interviews with key executives – with all of your key company executives onsite and dressed in their best, this is a great time to create an overview of your company, or to discuss industry trends and future plans (example here of one recorded at our recent Pop Up event).

First-hand testimonials from customers – an event or exhibition is an ideal canvas to build a buzz around your stand and seek out customers who are happy to share what makes your company great. Our roving reporters often help capture this in an authentic format.

Event showreels – an event showreel allows you to build a strong association between your company and the event but doesn’t have to be linked to a specific year. This makes it perfect event collateral to showcase your company and products all year round.

How to demonstrations for hands on industries, ‘how to’ type demonstrations are a great way to introduce your skills and products. Capturing this within a live event environment makes for an exciting, realistic backdrop, while producing content that remains evergreen for years to come.

 

To find out more about our event content services, get in touch at info@smart-digital.co.uk or sign up to our mailing list below to be the first to receive part 2 which will detail how to build an evergreen content strategy.