Full Information to Repurposing Occasion Content material

Within the fast-paced world of occasion advertising, the place time and assets are sometimes restricted, you should go the additional mile along with your content material. The digital period has elevated content material manufacturing, particularly in digital and hybrid occasions, however most occasion entrepreneurs aren’t making essentially the most out of the content material they’re producing.

Repurposing and leveraging present content material throughout a number of channels is a superb strategy to lengthen your attain and engagement, seize new leads, and construct a powerful on-line presence.

Whether or not you are new to the commerce present sport otherwise you’ve been right here since Apple was only a fruit, we’ve obtained a spread of actionable methods and insights that can take your content material technique to new heights.

What’s content material repurposing?

Content material repurposing is the method of altering present content material to increase its attain and enhance its worth. Usually the content material might be remodeled into a brand new format after which shared on totally different channels. Examples embody utilizing quotes from a weblog article for a social media submit or publishing book chapters as stand-alone articles in your weblog.

What’s the distinction between content material repurposing, recycling, and distribution?

Properly, the primary two are synonyms to explain the transformation of present content material. Content material distribution, alternatively, refers back to the strategic sharing of content material throughout totally different platforms and channels to maximise its visibility and attain. Consider distribution as copy + paste (minor edits welcome!) and repurposing as repackaging.

Why repurpose content material?

In keeping with findings from a 2022 report, roughly 73% of B2B consumers reported participating with greater than three items of content material earlier than contacting a salesman. Of that 73%, some consumed over seven items of content material earlier than even reaching out. 

These findings reinforce the rising urge for food for content material, and to seize extra leads, occasion organizers and content material entrepreneurs should preserve their content material pantry nicely stocked.

However how do you do this when content material groups and budgets are shrinking in measurement on account of financial crises? Publishing poor-quality content material shortly isn’t an possibility. Prefer it or not, your viewers is choosy, and for those who’re unable to serve them high-quality meals, they’ll flip to your rivals.

So, what’s the answer? Content material repurposing ✨

Content material repurposing means that you can leverage your present content material belongings to fulfill your viewers’s starvation. Quite than ranging from scratch each time, you may revamp present content material. It’s the equal of utilizing the leftover rice from yesterday’s meal to make some egg-fried rice at present. And who doesn’t like egg-fried rice? 🍳

What kind of content material must you repurpose? 

It’s potential to repurpose any content material, from advertising to gross sales enablement and occasion content material.

Listed here are 5 content material sorts it’s best to contemplate repurposing as an occasion organizer.

Advertising Content material

Any content material created to advertise your occasion, merchandise, companies, or model might be labeled as advertising content material. The simplest types of advertising content material deal with the readers’ wants and ache factors and search to coach, entertain, encourage, or inform their viewers.

Infotainment and on-demand content material are well-liked developments within the digital panorama and may also help you construct a media-like expertise that resonates along with your viewers and establishes your model as a go-to supply for participating business information. Some examples can embody interactive digital excursions, on-demand webinars, participating movies, podcast sequence, and visible summaries.

Gross sales Enablement Content material 

At commerce exhibits, gross sales enablement content material turns into very important to empower gross sales groups with the instruments and assets they should talk their choices’ worth successfully. This consists of compelling product collateral, participating gross sales displays tailor-made to the occasion viewers, impactful case research showcasing success tales, persuasive testimonials from glad clients, and well-crafted gross sales scripts to information conversations and shut offers.

Product-Associated Content material 

Product-related content material successfully showcases your services or products’s options, advantages, and worth. Listed here are some examples of product-related content material you need to use at your subsequent commerce present: interactive product demos, reside product displays, hands-on workshops, product launch bulletins, in-booth product shows, product catalogs, and samples for attendees to expertise firsthand.

The intention is to coach and inform occasion attendees about what you provide and generate potential leads.

Social Content material

Social content material is a superb strategy to seize the eye of your target market, construct model consciousness, and interact along with your followers. Examples of participating social content material embody reside occasion updates, unique sneak peeks, influencer takeovers, buyer testimonials, occasion contests, and polls/surveys. The last word intention is to transform followers into leads. Well-liked social media platforms for B2B companies embody LinkedIn, Twitter, and Fb. 

Content material Generated at Occasions

From participating video highlights and session recordings to insightful interviews and user-generated content material, occasions generate a wealth of helpful belongings. These belongings serve a number of functions, extending the occasion’s attain past its period, facilitating data sharing, and fostering a way of neighborhood amongst attendees and exhibitors. By successfully leveraging and sharing this content material, occasion organizers can amplify their influence and create an enduring reference to their viewers, making certain that the occasion’s affect continues lengthy after the doorways have closed.

Need extra recommendations on easy methods to repurpose content material generated at commerce present occasions? Try this text!

Repurposing made straightforward: Ten methods to repurpose your content material 

Now for the great things. Use this listing that can assist you rework your present content material and to ensure your content material nicely by no means runs dry. 

Create e-mail newsletters by compiling content material from numerous sources

There are 4 billion day by day electronic mail customers worldwide, and income generated by electronic mail advertising is projected to method a powerful $11 billion by the top of 2023, so it is truthful to say that electronic mail advertising is much from lifeless.

Make the most of electronic mail newsletters’ important attain and conversion energy by curating one to your viewers. 

You’ll be able to collect your greatest items and ship them in an informative e-newsletter. Whether or not it is your top-performing weblog posts, highlights from current occasions shared on social media, or fascinating webinars, these hyperlinks will function gateways to enriching experiences to your subscribers.

Make sure you’re not merely redistributing present content material however extracting key insights or highlights from totally different items. So add a abstract, snippet, or excerpt from the content material alongside the hyperlink for readers to entry the complete content material. 

Create a Podcast or Webinar Sequence from Weblog Posts

Podcasts and webinars have been all the fad for fairly a while now, and for good cause – they mean you can develop your attain, tapping right into a demographic of people that desire audio content material. 

A research has even discovered that branded podcasts can result in an 89% improve in model consciousness and a 14% improve in buy intent. 

When you don’t already provide a podcast or webinar sequence, right here’s a straightforward strategy to get began:

Compile a listing of weblog posts that cowl a selected matter

Extract the important thing factors of the weblog submit and switch them into speaking factors

Invite material consultants as friends on a panel dialogue

Reply questions that can provide further insights

Flip webinars and podcasts into weblog posts

Perhaps you’re already a webinar or podcast professional, however you’re not doing a lot with all that audio/video gold. And the simplest strategy to repurpose your webinar? Flip it right into a weblog submit. You need to use automated instruments like Descript to get an automatic transcription of your webinar content material, summarize the important thing takeaways in a weblog submit, after which flip these right into a LinkedIn carousel.

When changing interviews into weblog posts, you will have to play with formatting to maximise the readability and engagement of your weblog submit by including subheadings, bullet factors, and blocks of quotes to interrupt up the textual content. Add photos, graphs, or infographics to make your content material extra visually interesting and digestible.

Flip information out of your surveys into infographics 

Infographics are an effective way to simplify complicated info to your viewers. They’re extra visually interesting than survey summaries and simpler to share in weblog posts, electronic mail newsletters, and social platforms. 

To create your infographic, choose the important thing takeaway you need to talk and the info that demonstrates it. Surveys present helpful insights into your target market’s preferences, opinions, and demographics.

Rework Product Demos into Video Tutorials  

Subsequent time your product crew is giving a demo of the newest characteristic, display report it, then minimize the recording into bite-sized clips highlighting key functionalities, problem-solving ideas, and use circumstances. Add a voice-over narration and on-screen annotations, offering customers with clear directions on leveraging your software successfully. These concise, informative video tutorials empower customers to study at their very own tempo.

Evaluate and refresh evergreen content material   

One widespread mistake content material groups make is neglecting to evaluation and refresh their evergreen content material. Evergreen content material refers to items that present worth and stay related to your target market over an prolonged interval. Commonly reviewing your evergreen content material is essential for engagement and search engine visibility, as your content material might be correct, up-to-date, and aligned with present business developments.

To replace your evergreen content material, use current stats or case research. Be at liberty to ask your design crew to tweak a number of the visible belongings so that they keep recent and interesting (visible developments change as shortly as a chameleon at a disco occasion). Then click on the republish button in your web site or ship it as a visitor submit in a high business publication. 

Flip your case research and success tales into video testimonials 

Social proof is a robust phenomenon that helps construct belief in your model. Turning your case research and success tales into video testimonials brings these narratives to life, making a extra participating and persuasive expertise. Seeing and listening to the genuine pleasure within the voices and expressions of your glad clients will assist your viewers join higher with the success tales you share.

Create social media teaser movies from webinars

Do not let helpful footage out of your webinars go to waste. As a substitute, repurpose it into participating social media teaser movies. Teaser movies generate pleasure and curiosity amongst your viewers, engaging them to look at your entire webinar or go to your occasion’s web site. 

To create a teaser video, choose the important thing takeaways out of your webinar, then chop and edit them into bitesize clips. Add some crisp copy, visuals, and catchy background music, and also you’re able to click on the publish button.

Translate weblog posts and gross sales collateral for worldwide markets

Let’s begin with a straightforward one. This repurposing hack is a should for companies with a global viewers. This may also help you attain clients in new markets and enhance engagement with members of your viewers that desire to entry content material of their native language. So contemplate translating well-liked weblog posts or gross sales collateral into totally different languages. You need to use automated translation instruments or ship your items to a translation company.

Flip Webinars into Ebooks or Guides

Regardless of the rising recognition of webinars, ebooks stay essentially the most consumed B2B content material format on-line. Capitalize on this by turning your most profitable webinar content material into complete e-books or guides. 

Begin by transcribing your webinar utilizing a transcription software, then create sections that can characterize chapters in your book. Chances are you’ll have to carry out further analysis to develop on essentially the most related factors or take away sections you’re feeling have little influence. As at all times, you may want so as to add eye-catching visuals and play with the formatting of the textual content to offer the most effective studying expertise for customers.

Bonus tip: The worth of your content material doesn’t finish when the occasion does. Repurpose top-performing content material out of your occasion and create an on-demand library to offer ongoing worth to your attendees.

Do’s for repurposing occasion content material

Deal with evergreen, fashionable, and top-performing content material

When repurposing content material, prioritize evergreen items, fashionable content material, and top-performing items to have interaction your viewers and maximize influence.

Determine your goal channels

When figuring out which content material to repurpose, it is essential to determine your goal channels. Except you may have a crew the scale of a small nation, you will not have the time or assets to create tailor-made content material for each channel. As a substitute of making an attempt to do all of it, deal with the channels the place your viewers is most energetic and receptive, and tailor your repurposed content material to swimsuit these.

Repurpose with goal

Step one within the repurposing technique is to set a transparent objective. What ought to the repurposed content material do to your model AND your viewers? How does it align along with your overarching content material and enterprise targets? You’ll be able to set main and secondary targets, however chorus from setting too many to keep away from overwhelming your self or diluting your efforts.

Listed here are some examples of “good targets” to your repurposed content material:

Enhance model visibility, attain, and recognition
Foster viewers interplay, feedback, and shares
Generate leads and seize helpful contact info
Showcase experience and place as a thought chief
Present instructional worth and remedy viewers issues
Drive web site site visitors with related hyperlinks and CTAs
Encourage social media engagement, likes, and shares
Enhance search engine optimization and natural attain for higher visibility

Customise as you repurpose: Tailor content material for every platform and format

Tailoring your repurposed content material for every platform and format is a should. Every bit of repurposed content material ought to be tailored to swimsuit the preferences and behaviors of your target market on the chosen channel. Key areas to optimize embody content material size, visuals, and messaging.

If you wish to enhance your model consciousness and improve engagement along with your model, contemplate a humorous meme on social media. Nevertheless, in case your repurposed content material goals to generate extremely certified leads, a case research in your weblog exhibiting how your services or products addresses your target market’s ache factors can be simpler.Optimize for search engine optimization

search engine optimization optimization of content material is just not for the faint-hearted. Staying on high of search engine optimization might be difficult with fixed algorithm modifications, evolving search developments, and fierce competitors. Nevertheless, it is a essential side of your digital technique that may considerably influence your on-line visibility and natural site visitors.

When you’re quick on time, you may deal with key phrase analysis on SEMrush, Ahrefs, or the same software. Search for related, high-ranking key phrases and phrases that align along with your target market. Incorporate these key phrases strategically all through your repurposed content material (titles, meta descriptions, headers, and URLs).

Faucet into the facility of knowledge

Faucet into the facility of knowledge to gas your content material technique. Information insights allow you to know your target market (demographics, behaviors, and preferences) and section them accordingly. This lets you tailor your content material to every viewers section. By leveraging information to know your viewers higher, you may create content material that resonates, builds belief, and drives desired actions. 

Leverage user-generated content material

Repurposing user-generated content material is a hack that can prevent time and assets and amplify your model’s attain. Any content material voluntarily shared by individuals who have had experiences along with your model might be labored into different items of content material you are creating. 

Use AI to hurry issues up

There’s a number of hype round AI at present… and for good cause. AI may also help small content material groups make a big effect by serving to them streamline and automate each stage of the content material creation course of (repurposing included).

Listed here are 5 AI instruments that may assist you streamline your content material creation and content material repurposing methods:

ChatGPT: This one wants no introduction. Arguably the preferred AI software now, ChatGPT generates high-quality content material primarily based on given prompts, saving effort and time in content material creation.
Canva: Canva AI know-how may also help design the visible parts of your content material. Get stunning templates, inventory photos, graphics, infographics, and even automated design options in seconds.
Grammarly: Grammarly is an AI-powered writing assistant that helps you create error-free textual content. It not solely corrects grammar and spelling in a textual content but in addition supplies options primarily based on the tone of voice chosen and your content material aims. 
BuzzSumo: BuzzSumo is a content material advertising software that makes use of AI algorithms to investigate content material efficiency and determine trending subjects throughout an business or area of interest. Analyzing high-performing content material permits entrepreneurs to determine profitable content material codecs (e.g., infographics, movies, listicles) to repurpose their present content material. As a substitute of guessing which codecs work greatest, entrepreneurs can capitalize on confirmed codecs, growing the probabilities of their repurposed content material resonating with the target market.
Vidnami: And what about repurposing your written content material in a video format? Properly, there is a software for that too! Vidnami (now built-in into GoDaddy studio) makes use of AI to remodel text-based content material into eye-catching movies. What’s extra, it automates the method of video modifying, including visuals, photos, and voiceovers!

Don’ts for repurposing occasion content material

Conflate reposting with repurposing

Reposting is if you copy present content material and paste it on a unique channel to maximise its attain. Repurposing is about reworking your content material to offer further worth to your viewers.

Reposting is a necessary a part of a distribution technique, and you need to be reposting all of your content material (repurposed content material included), however repurposing is what is going to take your content material technique up a notch.

Underestimate the time it takes to repurpose content material

We’ve mentioned it earlier than, and we’ll say it once more: repurposing content material entails extra than simply copying and pasting. Repurposing content material is much less time-intensive than creating content material from scratch, however you continue to want time to plan, adapt, and optimize your content material to be efficient throughout totally different codecs and platforms.

Be boring

Check, take a look at, take a look at! Experiment with totally different codecs, channels, and types to search out what captures your viewers’s consideration greatest. Attempt posting selfies of colleagues on LinkedIn, posting polls on YouTube, or alternating between lengthy articles and quick posts in your weblog. Chances are you’ll be shocked as to what content material your viewers engages with!

When experimenting, monitor related KPIs for every channel and adapt your content material technique accordingly.

Leap on each pattern 

Earlier than testing one thing new (a brand new format, channel, or fashion), contemplate whether or not or not it aligns along with your target market and for those who can successfully leverage it. Simply because everyone seems to be utilizing TikTok doesn’t routinely imply it’s best to. Ask your self, “Is my viewers on this channel, and do I’ve the means to grasp this channel?” High quality and focused engagement are extra helpful than merely following the newest fad.

Disregard your tone of voice or target market

Whereas it’s vital to adapt your format and magnificence of writing for every channel, your tone of voice should stay constant. You’re most likely getting the gist now that all of it has to tie again to your aims and viewers. A constant tone of voice builds familiarity and belief, aids with model recognition, and helps you stand out in a crowded market. 

Repurpose content material with out correct permission or rights

When modifying present content material, it’s extremely advisable you examine in with the house owners and contributors of the unique content material. This consists of webinar audio system, visitor contributors, or anybody else creating the content material. It’s so simple as a fast electronic mail asking in the event that they approve of repurposing the piece they have been featured in. Though not a authorized requirement, it’s essential for sustaining good working relationships and a constructive popularity.

Abstract

In conclusion, repurposing your content material is a robust strategy to improve engagement, lengthen attain, and optimize assets. Bear in mind to obviously outline your aims when repurposing content material and faucet into the facility of knowledge and AI instruments to maximise your influence and streamline processes. Occasion attendees are desperate to eat content material lengthy after your commerce present ends. One of many best methods to do that is to compile the best-performing content material out of your occasion and provide them an on-demand library.

Trying to create a dynamic area the place your viewers can simply entry your content material and interact along with your model all year long? 

Take into account constructing a neighborhood! 

By reworking your occasion right into a thriving neighborhood, you unlock a mess of advantages:

1️⃣ Create and handle your occasion communities seamlessly in a single centralized platform, simplifying neighborhood administration and fostering a way of belonging.

2️⃣ Rework your content material into an on-demand instructional portal, offering helpful assets and empowering your neighborhood members to study and develop at their very own tempo.

3️⃣ Collect insightful analytics year-round, enabling you to trace engagement, measure influence, and make data-driven selections for steady enchancment.

Able to harness the facility of neighborhood? Contact Swapcard at present and uncover how we will assist you in constructing an interesting and thriving occasion neighborhood.