MarTech Founder Shares Event Content Strategy
MarTech founder Lisa Shaw explains how to prioritize event content and get it to the right audiences, according to MarTech. Effective planning and use of AI can increase content value and reach.
Original reporting · martech.org
Original: “Your event content needs a destination before it needs a prompt”
Read “Your event content needs a destination before it needs a prompt” at MarTech →
How this was written. Content Delta wrote this article with a language model from MarTech’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from MarTech’s report
- Effective event content planning starts before the event, according to MarTech.
- AI can be used to identify common themes and create valuable content, MarTech reported.
- Giving every piece of content a purpose and a destination is essential in increasing its value.
- Letting colleagues help shape the content can provide valuable insights into its best use, MarTech said.
- Reviewing older content and using evergreen themes can help give content a longer shelf life.
Event content creation has become easier with the help of AI, but deciding what content is important and how to distribute it remains a challenge, MarTech reported. A few years ago, event teams focused on planning and branding, but now they must prioritize post-event marketing and content distribution.
According to Lisa Shaw, founder of Devon Point, the best post-event decisions happen before the first session is recorded. Event teams can start by asking their audience what they want to learn and using AI to identify common themes, MarTech said. This helps guide both the event and the content created after it.
Event teams can also line up subject experts to review session transcripts and flag important moments worth clipping, MarTech reported. AI can speed up the review process, allowing experts to decide what gets captured. Additionally, building customer webinars from discovery calls can help create polished case studies and other valuable content.
Creating an on-demand experience before the event goes live is also crucial, according to MarTech. This includes setting up the on-demand page, writing follow-up emails, and turning on chapters for easy viewing. After the event, AI can be used to draft a summary and key takeaways from the transcript, which can be published on the page and shared with attendees and no-shows.
Giving every piece of content a purpose and a destination is essential, MarTech said. This can be achieved by building a replay series, developing smaller events around a theme, and leaving no dead ends. Every asset should point to the next one, allowing viewers to move seamlessly from one piece to the next and increasing the value of the content.
Letting colleagues help shape the content is also important, according to MarTech. Sales, customer success, and product marketing teams can provide valuable insights into the best use of event content. Holding monthly roundtables and asking for specific requests can help identify gaps and create content that meets the needs of the team.
Finally, giving content a longer shelf life is crucial in increasing its value, MarTech reported. This can be achieved by reviewing older content, bringing related material together, and using evergreen themes to make content more timeless. By following these strategies, event teams can create valuable and effective content that reaches the right audiences and achieves its goals.
Questions and answers
What is the first step in creating effective event content?
The first step is to plan for content before the event, according to MarTech.
How can AI be used to create valuable content?
AI can be used to identify common themes, speed up the review process, and draft summaries and key takeaways, MarTech reported.
What is the importance of giving every piece of content a purpose and a destination?
Giving every piece of content a purpose and a destination helps increase its value and allows viewers to move seamlessly from one piece to the next, MarTech said.
