How Video from Your Next Conference Can Transform Your Content Strategy
An event, conference, speaking engagement, panel discussion, fireside chat...call it what you will, it’s an important initiative that so much work and planning goes into.
But all too often, corporate events can be treated like a one-off activity in the grand scheme of your marketing strategy. A live event can be a major opportunity for brand awareness and customer education... and a major source of fresh content.
In this article, we work backwards from your post-event content goals to build a solid event and conference video strategy.
We have our six favorite ways to take conference content to the next level with video and six tips for the best way to get your plan together.
Let’s start with our favorite use cases:
- social posts and teasers (build pre-show excitement and post-show engagement/lead funnels)
- testimonials (if your clients are attending, this is a perfect time to ask for a video case study)
- create a thought leadership series (use snippets of panel discussions to curate a suite of great quotes and use them in email and digital campaigns)
- follow-up emails (great follow up content that instructs attendees on how they can learn more and engages your no-shows by sharing what they missed. Event video can be a fantastic way to warm up or convert leads)
- new website content (showcase how great your team, customers, guest speakers and content Is)
- post-show video library (turn your most valuable discussions and sessions into a demand gen tool by gating that content.) Can we say new leads?
Okay, so now that you have some ideas for getting the most out of your content and post-event strategy, what details should be included in the video production checklist?
1. Pre-Production Meeting
The first step is planning. Share these goals with your production team so they understand that this event will be seen as much more than a day-of A/V effort. When hiring a professional video production team, you want to give them as much information as possible. Use the time in the pre-production meeting to share what’s most important and put a game plan in place.
A detailed schedule should be established to keep everyone on track. If the event is outdoors, there is only so much light in a day. A plot of deadlines throughout the event will establish a workflow and serve as a general outline for the shoot. It will ensure everyone needs to be where they need to be, at the right time. And as you think about your content goals, make sure that your speakers are prepped and pampered.
3. Event Program
As best practice, a detailed event program should be available for all team members a few weeks in advance, including the videographer. Timing is everything. Make sure you have the final OKs from everyone involved to ensure that the event goes off seamlessly. The more information there is available to the speakers and your video crew up front, the better the presentation of content.
It’s important to also engage attending guests at the event, especially valued customers. A few weeks before the conference, have your sales team look through your registration list with case studies and customer success stories in mind. Completing this step a few weeks ahead will allow your clients to plan and get pre-approvals in place so that you can hit the ground running when the event is done.
Don’t forget to also use this opportunity to conduct mini interviews with prospects and other attendees on their thoughts around the theme of the show. If you are creating a reel for use next year, you’ll want to use these comments to drive excitement for new attendees. Not only will these interviews help to convince and educate people, but interviews and testimonials are great tools for building brand trust.
5. B-Roll/Supporting Visuals
Think about where you want to shoot “extra scenes” or. Illustrate a point with supporting visuals. We hate to admit it but regardless of how dynamic a speaker is, visuals do a great job of breaking things up. The B-roll is simply the filler material that is seen when cutting away from a main shot. So if you’re speaker has a 20 minute segment or more, you may want to incorporate cutaway shots of audience reactions or if it is a presentation, ensure that your video agency has the slide decks ahead of time so that they can zoom in and cut to the slide content from time to time.
The great thing about event videos is that they can be used for so much. You’ve just curated a lot of good content that deserves to be shared and repurposed as much as possible. Going back to the beginning of this article, remember to think strategically about filming your next conference event because the content that can be produced is golden.
Ultimately, it’s your customers that will be demanding video. In fact, the average consumer watches up to 1.5 hours of video every single day, with 15% reporting up to 3 hours. The statistics will continually speak for themselves. People are consuming video footage on a daily basis, so it only makes sense that your next conference should be filmed. Give the people what they want and they'll come back for more.
Hiring the Right Team
It’s imperative that when you do choose to film, a professional approach is best. Events are where people go to be entertained, engage with others, and gain valuable knowledge. This is about educating your audience and that action can be furthered through a conference video. A professional team knows the right lighting, angles, shots, setups, etc... to make sure your message is heard far beyond the room it was given in.
If you have an upcoming event you want to be filmed, start planning now. Think about your guests, shots, B-roll, and other aspects of preparation. Then give us a call to get the job done. We’ll film the entire event and edit a final suite of videos that you can use over and over again!