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.
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.
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:
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.
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.
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 firstname.lastname@example.org – we’d love to talk.