Maximizing Event Content ROI with Small Budgets

How can small companies without extensive budgets or large teams still make a significant impact? The answer lies in effective strategies for leveraging event content to maximize ROI. Are you ready to transform your approach and make the most of every event?

Efficient Strategies for Content Generation

Pre-Event Planning and Strategy

Planning well in advance is crucial for small teams aiming to maximize their event content. Goldcast.io, a company founded in 2020 that specializes in virtual events, exemplifies this approach. They start planning three to four months ahead for major events, ensuring meticulous preparation. This early planning allows them to create a well-defined content distribution strategy, optimizing the use of every piece of content generated during the event.

Repurposing Content

One of the most effective ways for smaller teams to maximize their budget is by repurposing content. Lindsay McGuire from Goldcast.io explains their post-event strategy includes transforming recorded sessions into multiple formats, such as blog posts, eBooks, and social media snippets. An approach that stretches the value of the initial content and ensures a continuous flow of fresh material across different platforms.

For instance, Goldcast.io’s AI Summit involved turning five sessions into five separate blog posts, each pushing towards a comprehensive eBook. The strategy enables their small team to generate substantial content without overextending their resources, achieving a scalable content generation model.

Integrating Event Content into Broader Marketing Strategies

Multi-Channel Distribution

To reach a wider audience and ensure long-term engagement, it’s essential to distribute event-generated content across multiple channels. This includes social media, email newsletters, and your company’s website. By leveraging these platforms, you can maintain a high level of visibility and keep your audience engaged well beyond the event.

Aligning Content with Marketing Goals

Aligning event content with broader marketing objectives, such as lead generation, brand awareness, and customer engagement, is critical for achieving high ROI. A study by the Content Marketing Institute found that companies aligning their content with broader marketing strategies experienced significantly higher returns. And by planning your content in phases and ensuring it aligns with your long-term goals, you can maximize its impact.

Quantitative Evidence

According to Content Marketing Institute’s research, companies that repurpose event content across various platforms see a 28% increase in engagement and a 33% higher conversion rate. Goldcast.io’s strategic approach turned a single live event into content that generated a 40% higher lead capture compared to their traditional methods.

Enhancing Sales Enablement and Customer Engagement

Sales Enablement

Event content can play a pivotal role in enhancing sales conversations. Commercetools, a company specializing in e-commerce platforms, leveraged its event content to provide valuable insights during sales interactions, resulting in improved sales dialogue (Shaw, 2024). By sharing relevant videos and expert event insights, sales teams can add significant value to their conversations with prospects, demonstrating expertise and building trust.

By gating content such as detailed guides and videos, Commercetools captured high-quality leads and recorded a 45% increase in follow-up engagement from their sales teams.

Customer Engagement

Creating a sense of community around your brand is essential for long-term success. Interactive elements, such as polls and Q&A sessions during events, can significantly enhance post-event engagement. These strategies encourage community building and maintain a continuous dialogue with your audience.

Commercetools utilized a Vibe Lounge at their events, where live interviews and attendee experiences were shared, resulting in a 25% increase in social media interactions and a stronger community presence.

Content as Social Proof

Sharing stories and testimonials gathered during events can bolster your brand’s credibility. Commercetools effectively utilized customer stories from their events, which resonated more with their audience than traditional marketing messages. This approach strengthens customer relationships and serves as powerful social proof.

Food for Thought

As a forward-thinking CMO, how are you currently leveraging your event content?

• Are you repurposing event material to its fullest potential, or is untapped value being left on the table?
• How can you specifically measure the impact of event content on sales enablement in your organization?
• What steps can you take to ensure your team collaborates effectively in post-event content creation?

Intrigued by the possibilities? Elevate your marketing strategy with insights from AI Marketing HUB. Sign up for our newsletter to stay ahead of the curve and gain access to exclusive content designed to empower you to maximize your ROI!

Inspired by: How small companies make a big splash with event content, MarTech, Lisa Shaw