For small business owners, every investment needs to count. Regarding events, the return on investment (ROI) isn't just about the immediate sales or leads generated – it's about maximizing the value long after the event has ended. The key? Content capture and leveraging.
Kieran DiEmidio, founder of 301 Walsh, emphasizes the importance of planning: "I think there's a ton of endless [impact] that can come out of events, but you have to be very intentional and think about those things ahead of time."
Let's explore how small businesses can maximize their event ROI through strategic content capture and usage:
Plan for Content Creation
Before the event, identify opportunities for content creation. This could include:
- Scheduling interviews with attendees or speakers
- Planning for professional photography or videography
- Preparing questions for testimonials
Diversify Your Content Capture
DiEmidio suggests: "Let's talk about those things. Let's put things in buckets. Like what are the advantages for content? What are the advantages for sales? What are the advantages for product?" By thinking holistically, you can capture a variety of content types:
- Testimonial videos
- Expert interviews
- Product feedback
- Educational content from presentations
Leverage User Generated Content
Encourage attendees to share their experiences on social media. Create a unique event hashtag and consider running contests to boost engagement. Videotape your customers and product users talking about why they like your product. As DiEmidio notes, "if you get 12 people to do that, you have one a month for the rest of the year. And that's super helpful, right?"
Repurpose Content Across Channels
Turn one piece of content into many. For example:
- Transform a presentation into a blog post, infographic, and social media posts
- Use quotes from interviews in your email marketing
- Create a highlight reel video for future event promotion
Use Content for Lead Nurturing
Share valuable content from the event with prospects who couldn't attend. This keeps your business top-of-mind and provides value even to those who missed out.
Gather Insights for Product Development
DiEmidio suggests: "Maybe you do actually run a survey or maybe you grab, you have a flagship event and you grab some of those top customers and you pull them into a room and you show them a little bit of a roadmap at this event."
Create Ongoing Engagement Opportunities
“You can do a meetup at your event, and [prospects and customers] can meet each other, and you can set up a forum for them to discuss. And then you monitor that forum all year long to see what they're talking about, what they're looking at, and maybe what challenges they're having," DiEmidio advises.
Measure and Analyze
Track the performance of your event-generated content. Which pieces resonated most with your audience? Use these insights to inform future events and content strategies.
DiEmidio cautions against a narrow focus: "If you're just sitting with a demand manager and an event manager, there are so many other voices that aren't being heard in that scenario." Involve various departments in your planning to ensure you're capturing content that serves multiple business objectives.
By approaching your events with a content-focused mindset, you can extend your investment's value far beyond the event's day itself. Remember, the goal is to create a ripple effect, where the impact of your event continues to grow over time through strategic content use.
For small businesses, this approach can turn a single event into a yearlong content engine, driving engagement, nurturing leads, and providing valuable insights. So, next time you're planning an event, think beyond the day itself—plan for the content goldmine you're about to create.
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