Did you know – 70% of B2B marketers consider event marketing to be the most effective content strategy. Not blogging. Not whitepapers. Not social media. EVENTS.
I’ve seen a lot of stats like these over the past few months, most recently in a cool infographic put together by the folks at WebDAM. It’s certainly interesting that with so much attention paid to online and digital messaging, that in-person events still top the list of valuable marketing tactics for B2Bs.
Of course, there are challenges and drawbacks to live hosted events, notably the time, promotional effort and costs required to drive attendance. And then after all that work, it’s over in a matter of hours.
These are the areas where a strong content strategy is essential, and where many businesses have found the on-demand impact of video to be especially useful. So if you’re already making events a top priority in 2014 (and the numbers say that there’s a good chance you are), here are a few ways online video can help.
Before the event
As with webinar marketing, video can be a great way to promote upcoming events and spur registrations before the big day. Video content is already a powerful tool for increasing open and click-through rates for emails, and you can use that to better engage and educate recipients on why they should attend your event.
For example, rather than creating text-heavy emails or landing pages, you can supplement that information in a short video (one minute should be more than enough). Here you can quickly provide details on the purpose of the event, topics to be covered, value to be gained and so on. You can even have the guest presenter or keynote speaker narrate the video to increase credibility and add a more personal touch to the message.
During the event
Video content can also be shared during the event to improve the experience for those in attendance. Short presentations can be created welcoming your audience and providing logistical information such venue maps, lunch details and more.
You can even include QR codes on printed agendas and promotional materials that open up fresh video content, which attendees can view on their mobile phones or tablets.
After the event
Finally, on-demand video is a great way to extend the life of your event to get even more mileage out of the content presented. After all, it doesn’t make much sense to spend so much time putting event resources together only to have them be seen once, does it?
The most common way do this is to have someone on hand to film the event presentations. This footage can then be featured as one presentation, side-by-side with the presenter’s slides, for people to view any time, on demand. Essentially, this recreates the event experience for anyone who wasn’t able to attend.
For longer sessions, you can even break up these presentations into multiple video segments to be viewed in smaller, focused bites that are easier for audiences to consume (giving you more content for the price of one presentation). These on-demand videos can be shared as blog posts, organized in a public content portal, or placed behind a web form to generate leads and new contacts long after the event has ended.