Content Marketing and Corporate Events: Part Two

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This article originally appeared in Corporate Event News:

In our last post we focused on what happens with content--and more specifically content planning--before an event. We now turn to using content during the event. 

The primary format of event content is, of course, PowerPoint (along with perhaps Prezi, Haiku Deck, Visme, or Keynote) slides, with the primary delivery channel being live session presentations. 

Session videos will be recorded for post-event editing and sharing. But there is lots of content produced at events, in multiple formats (text, video, photos), by many different people (employees, contractors, vendors, partners, attendees), that can be shared to foster engagement among those at the event while giving a sense of "being there" to people who perhaps wanted to be at the event but couldn't make it. 

 This content includes: 

  • Photos and videos (professionally contracted). Most corporate events will have one (or more) professional photographers and videographers roaming about, capturing images and experiences for posterity. Some content (e.g., session videos) will be published post-event, but it's also worthwhile to share in-the-moment photos of customers and activities, as well as short "what do you think of the event so far?" videos. 
  • Social media post (from employee or company accounts). Moments captured and shared can resonate with attendees and beyond. It's vital to use an event hashtag (and preferably only one—keep it simple) to connect posts from employees, company accounts, attendees, and others back to the event. Tagging people in posts for LinkedIn, Twitter, and Facebook also expands the audience for those at-event updates. 
  • Social media posts (by attendees). Communicate your event hashtag clearly and prodigiously (on signage, presentation slides, registration/check-in materials, badges, etc.) to encourage use. If appropriate for your event, consider setting up a photo/video booth—or being creative with this. One automaker set up a "photo booth" in the rear seat of a luxury SUV. 
  • Media / influencer content. Will there be industry analysts, media, or other influencers at your event? If so, make it easy for them to share content (as Apple does at its product unveilings). Make the event content and experience shareworthy; the Audi e-tron launch event (co-produced by Christy Lamagna and her Strategic Meetings & Events team), for example, was newsworthy just for the event itself, with 500 synchronized drones flying in the night sky over San Francisco Bay.