Repurpose event contnet and reap the rewards
10 tips to drive revenue with repurposed event content
As event marketers, you wear many hats. From delivering event registrations to website views and helping boost revenue, your role is critical to the success of a conference.
One often overlooked potential revenue source is how to leverage content from your event's conferences or seminar sessions to drive revenue long after the event has ended.
An effective ways to do this is by repurposing your conference content - you don't have to create new content in those already dwindling hours available to do the "day job" too.
By repurposing your content, you're not only reaching a wider audience (new registrations for the next event), but also driving digital revenues (potentially with a higher margin) to maximize the return on investment for your events.
In this guide, we'll look at ten ways you can repurpose content from a conference as well as tips on how to maximise revenue on each area.
If you need help developing your events content story, get in touch with Matt today.
Download our free eBook - 10 Tips to Profit from Repurposed Content.
How do you repurpose event content?
It's actually really easy to repurpose your event content, but only if you know what you want to achieve with it and if you're set up for repurposing.
Take a moment to plan out your content strategy and ask yourself, who are you targeting, what's the purpose of creating this content and how will it drive revenue?
Here are some things to consider before you start repurposing your event content:
Know your target audience: Before you can effectively repurpose content, it's essential to understand who you want to reach with that content. This includes demographics, interests, and pain points, so that your content can be correctly targeted.
Have a clear goal in mind: What is the purpose of repurposing this content? Is it to drive website views, increase registrations for the next event, or generate revenue through sponsorships? Having a clear goal in mind will help guide your repurposing efforts and ensure that they align with your overall event objectives.
Collaborate with sponsors and partners: Identify potential sponsors before your event begins as with a few in the bag, others will follow - make it exclusive!
Decide how you'll capture show content: The easiest way to begin to repurpose content is if you have it recorded. If you're not showing high-quality live streams, that's ok, but record the speaker, presenters, panel of a session to help you collect the insights you need to create more content.
Make sure you have the necessary tools and resources in place to repurpose your content effectively post event. This includes access to a suitable transcription service (we use Descript), writing tools (such as Jasper) and other easy to use repurposing tools like Canva to create your multitude of social posts.
Create a blog post series
It may seem obvious, but sometimes it's the obvious things that get missed.
Creating a series of blog posts based on the content from your conference is an effective way to repurpose it. Think about it, each session can be it's own blog sharing key insights from a session into a series of blog posts which will not only engage your audience but also improve your SEO.
Consider breaking up keynote speeches, panel discussions, and workshop sessions into smaller, more digestible pieces for your audience (easily done if you've recorded your content).
This not only allows you to reach a wider audience but also increases the lifespan of your content.
Revenue opportunity: Extended brand recognition with content, delivered to your X number of dedicated audience.
2. Develop an eBook
Compile the conference's top takeaways into an eBook. You can also very easily create a series of eBook's - one per session, one per day, one for the entire conference for example. You can offer this as a simple "hook" to capture email addresses, or, depending on the level of insights shared, a gated piece of content for your community.
Revenue opportunity: Sessions sponsors could have increased brand presence as an exclusive piece of content or you can use it as a lead magnet to capture prospective customers for the brand. Include promotions or adverts in the eBook.
3. Create a webinar series
Turn your in-person conference sessions into virtual webinars that can be accessed on-demand by your audience. Not only does this help you reach those who couldn't attend the event, but it also allows you to gate the content and generate leads for potential sponsors and very targeted eyes on campaigns.
Revenue opportunity: Registration fees for portal access (access all talks), additional sponsorship of webinar series - play an advert at the start / end of each recording as well as inclusion in all follow-up email marketing.
4. Share on Social Media
Once you've recorded your sessions, you can break down the conference content into bite-sized pieces of video, written or social content and share away on social media. This can help boost engagement and reach as well as the potential for getting thousands of eyes on your sponsors and partners.
Revenue opportunity: Logos on social posts / images / video and sponsored posts reaching a significantly larger audience.
5. Publish a Case Study
This is the anomaly in the "repurposed content" section of this guide, but it's important to ask - do you create enough case studies as an event marketer? We may share a few good testimonials, but really deep diving into what worked for a sponsor or exhibitor will help shine the light on the power of your event for future potential exhibitors.
Revenue opportunity: Future exhibitors and sponsors of your content.
6. Create Infographics
Visual content is highly shareable. Were any of your sessions sharing interesting or important data or key points with your conference delegates? Turn them into easy-to-understand infographics and share them on social media. These can also be repurposed as a newsletter insert, blog content or included in your eBook to help make them more visual.
Revenue opportunity: Sponsorship of infographics and branding placement within the infographic itself - subtle, but an easy way to include a partner in your post event marketing activity.
7. Produce a Podcast
A podcast series discussing conference themes can attract a wider audience and position your brand as thought leader in the industry. You can either record the sessions live and transform them into a podcast recording OR, invite a host (ahem, over here...pick me pick me) to interview your conference guests straight after their session to produce really engaging podcast style content from your event. You only need 6 speakers each day to create over 12 weeks of content.
Revenue opportunity: Sponsorship of your podcast series and inclusion in all marketing campaign for the podcast to your entire audience.
8. Build a video series
Following on from podcasts, videos are an engaging and versatile way to engage with your audience, and creating a library on YouTube for example is super simple to do with your recorded content. It should be a matter of days, not weeks, to create your playlist of curated content from your event.
Revenue opportunity: Video sponsors with a pre-roll or post-roll advert on all videos watched, as well as branding inclusion in all follow-up marketing campaigns for the video series.
9. Send Email Newsletters
This is a reasonably obvious one again, but think beyond just “show updates”.
Regularly sharing conference insights in your newsletter and not just subject lines about sponsors' messages, keeps your audience engaged and elevates your brand to being central in your industries community.
With content-led newsletters, we regularly see open rates of above 50% and click-throughs of 10%+. That's an advertisers dream.
Revenue opportunity: Sponsored newsletter placements, and inclusion of adverts within newsletters - just don't "yellow page" it - make sure you place the adverts carefully within your content to not turn off your audience. 0
10. Produce an Industry Report
This may follow on from a research session you already had at your event as part of a conference program or keynote speaker presenting new and innovative trends in your industry. Your event provides an incredible opportunity to survey and get quick feedback from a highly targeted audience. You can then share this data in the form of an industry report to provide valuable insights for your community and ultimately position yourself as an authority in the industry.
Revenue opportunity: Branding placement within the report, or even co-branding with partners who may have sponsored your research session. Additionally, you can charge for access to the report for non-attendees, providing a new source of revenue for your event.
Closing thoughts
Repurposing your conference content not only helps to keep your audience engaged and informed year-round, but it also presents various opportunities to generate additional revenue for your event. By utilising different mediums such as webinars, social media, case studies, infographics, podcasts and more, you can reach a wider audience and create valuable partnerships with sponsors and partners. Don't let the valuable content from your event go to waste - get creative and repurpose it in various ways to make the most of it.
Remember, the key to successful content repurposing is to ensure it aligns with your brand voice - professional yet approachable, clear, and informative with a dash of storytelling. By doing so, you'll not only extend the life of the conference's content but also drive revenue growth. Let's collaborate to weave your brand's narrative in a way that resonates with your audience and amplifies your message.
If you need help developing your events content strategy and maximizing your event's potential, don't hesitate to reach out to us at Waves Connects. Our team of experienced content marketers can help you create a comprehensive repurposing plan that will benefit both your audience and your bottom line.
Keep innovating and adapting - the possibilities are endless!