Brendon Hamlin’s Post

We all know that repurposing event content is a huge opportunity. But what about using events as an opportunity to create net-new content? 👀 ⤵ Events are a huge investment. Whether you’re hosting the event or attending someone else’s—you’re dropping serious money. And, of course, there are expectations to deliver on that investment. Repurposing event content is a great start. But using events as an opportunity to create as much content as possible is the next evolution of marketing. Here are two companies that went above and beyond the usual remix & repurpose model of event content.👇 ✨  AudiencePlus created 112 pieces of content w/ 16 speakers in 12 hours This example focuses on maximizing content creation at an owned event. I don’t know about you, but Goldenhour completely dominated my timeline. Their POV? Content “repurposing” is an afterthought. To use events as a true content marketing moment, you need to change how you plan your event. To this point, they wanted to create an experience that translated well for folks at the event and digital audiences well after. “To make conference sessions feel like they were created with the digital viewer in mind, we had to think about the filming and editing of it going in.” ^ Bingo. If you take this approach, you have to think about how you’re capturing & delivering the content FIRST. You cannot simply chop a keynote into smaller clips and expect it to have the same impact. How did they do it? 〰️ Logistics: They had 1 camera person for every 20 people at the event. 〰️ Format: A few programs ran in tandem to in-person sessions. High-energy broadcast desk (4-hour LinkedIn stream) ft. multiple rotating speakers that delivered event highlights (think: ESPN) & short-form interviews for a new series ("Clipped"). TL;DR = they used speakers for additional interviews and content creation throughout the day. 〰️ Distribution: All speakers were encouraged to promote and stream their session to their own LinkedIn feeds. This is just the short version; the team broke down the full affair in last week's newsletter. Props to Todd Clouser and Anthony Kennada for an event well-done. ✨ UserEvidence turned a 2-day event into 8+ months worth of content This is a brilliant example of maximizing your investment in a third-party event. In this case, Spryng, an event by Wynter. Mark Huber broke down his strategy in this week’s Evidently newsletter. Here’s the gist: 〰️ Pre-event research on local video agencies 〰️ 1:1 outreach (LinkedIn, email, text) to relevant folks he knew were attending the event 〰️ Interview stage set-up and scheduling (calendar holds + reminders) He landed 12 interviews across 2 days. Each interview was ~25 minutes, split into two parts based on the type of content Mark wanted to capture. All of this video will fuel his content calendar for the next three quarters. I love this super smart & scrappy approach. - How do you think about events + content marketing? 💡 #B2BMarketing

so, you’re hosting and in-person event, and you feel like it’s a big deal. you plan it down to the minute, you spend money paying for the details - the decor, the guest favors and even the bar… but, when it comes to actually capturing the essence of the event, here is what your first thought is 👇🏾 to hire a photographer to collect professional event images of the event, the attendees, the details, and your role. OR to hire a videographer to create a finalized recap video of the event that is professionally shot + under five minutes. and, what you’re hoping to do with this footage is to share it via social media to show what you’ve done, to invite people to your next event and to make people wonder exactly why they weren’t there to begin with. the problems lie here👇🏾 • at least 82% of internet traffic is based on traffic from video • 72% of people prefer to learn about a product or service through video content • viewers retain 95% of a message when watching it on video, compared to 10% through text • 66% of consumers find short-form content to be the most engaging format so, if you’re looking to gain true traction from the media that you’re releasing pertaining to an event, that leads to ⤵️ • actual engagement that begs you to produce another event • actual leads that generate more clients, more engagements, and more sales • actual clicks, saves, and shares that generate buzz for you, your organization or your business then, understand that you need way more than 35 perfectly edited photos + a 2-minute recap video. it is not the 90s. you need actual content. here’s what I believe every organization hosting events should do when it comes to their documentation of them ⤵️ 1️⃣ hire a content strategist first you’d be surprised on exactly what a content strategist can do for your event + your business. most content strategists already work with media personnel who understand the exact formatting + frequency of media needed to generate content. 2️⃣ strategize your post-campaign most people are only considering the build up towards an event - but, what about after? you still want that event to work in your favor, which means there needs to be a campaign to seal the envelope after it’s all said and done. 3️⃣ list your deliverables if you know that you want to share fresh content surrounding this event later OR that this is a recurring event that needs content shared about it consistently, then you want serious deliverables from your media team. how many posts are you looking to create during your post-campaign? how much media is included? do you own the media or are you simply paying for usage? these are all very important steps. I totally get that planning + executing an event is strenuous enough. but, doing all the work + not getting the correct content to share it for the highest results is crazy.

Do you really need video for your upcoming event? Let's talk about what you stand to gain! 1. Visual Appeal: Video content is visually engaging and can capture attention more effectively than text or static images. It allows you to showcase the atmosphere, what is expected, excitement, and key highlights of your event in a dynamic and appealing way. 2. Storytelling: Videos enable you to tell a compelling story about your event, its purpose, and what attendees can expect. This narrative approach can create an emotional connection with your audience, driving interest and engagement. This is one the most important aspect of a video that keeps the audience intrigued and inquisitive. 3. Demonstration of Value: You can use videos to demonstrate the value and benefits of attending your event. Highlight key speakers, sessions, entertainment, networking opportunities, and any unique experiences that set your event apart, in a grand style. Your audience with the way the value is demonstrated can easily pick interest and decide to attend. 4. Wider Reach: Video content can be easily shared and distributed across various platforms such as social media, websites, email newsletters, and online ads. In this case, I as the video editor will have your video edited in different formats that can allow you to post on different platforms. This helps to reach a broader audience beyond your immediate network, potentially attracting new attendees so long as the video is appealing. 5. SEO Benefits: Imagine if you have a good SEO writer or skill but you do have videos to add it up, terrible! Videos can improve your event's online visibility and SEO rankings. Platforms like YouTube are powerful search engines in their own right, and optimizing your videos with relevant keywords can increase the rate at which it is discovered. Not only YouTube, but every other platform. 6. Engagement and Interaction: Video content encourages interaction and engagement from viewers. You can use videos to solicit feedback, answer FAQs about the event, or even conduct interviews with speakers, fostering a sense of community and anticipation. This positions you as a master planner. 7. Memorability: Visual and auditory cues in videos can help people remember details about your event more effectively compared to text or images alone. This will register the details of your event in their minds. 8. Cost-Effective: Creating and sharing videos doesn't always require a significant budget. My price tag is affordable and with different video services that can suit your need! In summary, leveraging video as part of your advertising strategy can significantly boost awareness, engagement, and attendance for your upcoming event by effectively showcasing its unique offerings and compelling reasons to participate in a professional style. The attached video was created for the ETEXl Summit 2024. Send me a message now to get your video need solved. #Techevent #Leadership #Videoediting #Videoeditor

Don’t Forget Your Heart Repetition breeds contentment. While creating and executing event themes for event series, the mundane can become flat, unoriginal, or downright boring. The challenge in expertise is stepping back outside the box. I’ve recently taken on the journey of doing so with a unique event series I’m building centered around Mystery, Innovation, and Improvision. You can liken the formats to Murder Mystery Parties (without any murders). Let’s discuss the role of creativity in making events memorable and engaging: 1. Personalization as the Core of Connection: Tailoring experiences to your audience’s interests and needs ensures the event resonates deeply. Creative elements allow us to weave individual stories into a collective experience, making every attendee feel uniquely valued. I creatively scripted a storyline that incorporated personality traits, memories, interests, and passions from my attendees, since I have a personal relationship with every attendee on the guest list. 2. Innovative Engagement Strategies: Think beyond traditional formats—immersive activities, unexpected interactions, and real-time adaptability can significantly elevate engagement. Creativity is not just about visuals; it’s about reimagining how people connect and interact. For this, I developed a creative concept for a promotional video, made to create curiosity. 3. Sustainability and Ethical Innovation: Incorporating creative, eco-friendly, and ethically sourced elements into events not only appeals to modern values but also showcases a forward-thinking approach. Creativity in this realm demonstrates leadership and a commitment to meaningful change. All involvement is locally sourced, supporting our community. Creative elements can transform a standard event into a unique experience with 1. Storytelling Through Design: Every aspect of an event, from lighting to layout, can tell a story. Creative design transforms a venue from a mere space into a narrative experience, engaging all senses and leaving a lasting impression. In this case, the venue will become the set and setting where the “crime” takes place that guests will be able to investigate and solve. 2. The Art of Surprise and Delight: Introducing unexpected elements, like pop-up performances or interactive installations, shifts the atmosphere from predictable to unforgettable. Creativity thrives on surprise, sparking curiosity and excitement in attendees. I’ll be adding elements such as a confessional room, and a “mugshot” photo area so guests can have memorabilia. 3. Integrating Technology with Purpose: Creative use of technology can elevate an event from standard to spectacular. Whether through interactive apps or personalized digital content, technology should enhance the event’s narrative, not overshadow it. In this case, I’ve used the Partiful app to let my private guests RSVP while building excitement. Can’t wait to show and share this process. Follow for more.

Event marketing hasn't changed in 20 years. - You shell out huge amounts of cash for a booth. - You get a badge scanner. - You lure people in with swag. - You talk to uninterested people to get a vanity scan. - You chalk up the wasted budget to "we had to be there" Event marketing is no different than direct response ads trying to convert the 2% in market vs. going after the 98% that aren't. And we've all pretty much agreed that marketing to the 98% has a ton of benefits. So why hasn't that filtered over to event marketing? Weeeeell, it is now. We've pushed the envelope with our sponsorships for Goldenhour this year, and guess what... As an attendee, you're actually going to LOVE talking to sponsors. Because we actually DID it different, instead of just SAYING it was different. and you get something you actually want, content. Hear me out: None of our sponsors have a booth. None of them have a badge scanner. Instead, we gave them a dedicated camera operator, a concept for a show, and a place to record it with an active audience that can take part if they want. We've got three content activations that are going to be happening live. here's a sneak peek at one to paint the picture: We created the Goldenhour Studio, presented by Vimeo. You'll come into the studio, where you'll see a camera, microphone, large screen, and a video editor. You will sit down and record a short-form video. This can be you talking to the camera directly, a short-form interview, or anything else you can think of. (we will also have some prompts if you need a nudge) The editor will be editing your video in real time with Vimeo's text-based editor on the big screen for everyone to see and return your video to you in minutes so you can post while you're still at the show. You get: - video content to share with almost no effort involved Sponsor gets: - awareness of their new product (text based editor) to a captive audience and a way to demo it that actually provides value. Nobody gets: - a hard pitch or enrolled in a sequence. This is the future of event sponsorships -- wins for everyone involved. Cya at Goldenhour next week!!

Experiential Content Marketing. It's a thing. And it's the best way to mitigate risk at events (by needing less people to create big impact), Create word of mouth (co-creating something with someone gets them to share about it more than a passive content experience), Increase ROI (by extending the lifetime value of the event with content that can live forever) This is as good an execution on it as I've ever seen, but people shouldn't throw the baby out with the bathwater- It's the thinking behind it that is easiest to "steal like an artist".

https://lnkd.in/dTjygzQ9 𝐄𝐯𝐞𝐧𝐭 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝟏𝟎𝟏: 𝐇𝐨𝐰 𝐭𝐨 𝐏𝐫𝐨𝐦𝐨𝐭𝐞 𝐘𝐨𝐮𝐫 𝐄𝐯𝐞𝐧𝐭 𝐄𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞𝐥𝐲 Effective event marketing strategies, utilizing digital and traditional media, can significantly increase attendance and engagement, ensuring the success of any event. 1. Define Your Target Audience Before you start promoting, clearly define who your event is for. Understanding your target audience’s preferences, behaviors, and demographics will help you tailor your marketing efforts effectively. For example, a tech conference would benefit from a different promotional approach than a local craft fair. 2. Utilize Social Media Platforms Social media is a powerful tool for event promotion. Use platforms where your target audience is most active to share updates, countdowns, and teasers: Facebook: Create an event page, invite attendees, and run targeted ads. Instagram: Use visually appealing posts, stories, and reels to showcase what attendees can expect. LinkedIn: Ideal for promoting professional and networking events through posts and targeted advertising. Twitter: Engage with potential attendees through tweets and hashtags related to your event. 3. Develop a Compelling Event Website or Landing Page Create a dedicated website or landing page that provides all necessary event information—date, time, venue, speakers, agenda, and registration details. Ensure the page is visually appealing, easy to navigate, and optimized for mobile devices. Include compelling calls-to-action (CTAs) such as “Register Now” or “Learn More.” 4. Email Marketing Use email marketing to reach out to potential attendees directly. Segment your email list to send personalized invitations based on past event attendance or expressed interests. Keep your audience engaged with regular updates about the event schedule, speakers, or any special offers. 5. Engage with Influencers and Partners Collaborate with influencers and industry leaders who can amplify your event’s reach. Choose partners whose audience aligns with your target attendees. Consider offering them free tickets or exclusive access in exchange for promoting your event. 6. Leverage Content Marketing Create and distribute valuable content that relates to your event theme. This could include blog posts, infographics, videos, or podcasts. Content marketing can help establish credibility, attract organic search traffic, and engage potential attendees at a deeper level. 7. Implement Search Engine Optimization (SEO) Optimize your event website or landing page for search engines to increase visibility. Use relevant keywords, meta descriptions, and tags. Ensure your site has fast loading times and is indexed by search engines. 8. Use Traditional Advertising Methods Depending on your event and target audience, traditional advertising methods like radio ads, flyers, posters, or newspaper listings can be . . . . . .

I’m a content marketer who is cosplaying an event manager. I’m running my first-ever high-profile event on Thursday. Here is everything I’ve learned: ✨ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘀𝗸𝗶𝗹𝗹𝘀 𝗮𝗿𝗲 𝗵𝗶𝗴𝗵𝗹𝘆 𝘁𝗿𝗮𝗻𝘀𝗳𝗲𝗿𝗿𝗮𝗯𝗹𝗲 𝘁𝗼 𝗲𝘃𝗲𝗻𝘁 𝗽𝗹𝗮𝗻𝗻𝗶𝗻𝗴. I’ll die on the hill that being a great content marketer is being a great project manager. And what is event planning if not great project management? It’s been a much smoother transition than I thought because I’m so used to juggling many balls in the air. If you can juggle different types of content on multiple platforms, you can do this. ✨ 𝗔 𝗴𝗿𝗲𝗮𝘁 𝗲𝘃𝗲𝗻𝘁 𝗶𝘀 𝗯𝗮𝘀𝗲𝗱 𝗼𝗻 𝗴𝗿𝗲𝗮𝘁 𝗰𝗼𝗻𝘁𝗲𝗻𝘁. Honestly, we can argue that this is true of all things. But, particularly for this style of TedX-style event, the key is in the conferences, the content, the value the audience takes away from it. ✨ 𝗠𝗲𝗻𝘁𝗼𝗿𝘀 𝗮𝗿𝗲 𝗸𝗲𝘆. Florence and Sofie who were the OG event queens helped me get set up. They helped me navigate how much money should go where and how the event should go down. Then, my lovely mum Cindy Battino who is a professional event planner helped me think through my to-do list and made sure I was getting into every. single. detail. (Down to if we have enough hangers for the coat rack). These 3 are the reason I feel comfortable navigating this on my own. ✨ 𝗣𝗿𝗲𝗽𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝘀𝗽𝗲𝗮𝗸𝗲𝗿𝘀. Let me tell you, Lia Zneimer and I joke all the time about how our theatre degrees are more important than our marketing degrees and in these moments, I swear it’s true. I made a media kit that helped prepare all of our speakers for their moments on stage as well as making sure they feel comfortable doing so with a full rehearsal and of course, loving support and encouragement! ✨ 𝗕𝗲 𝗽𝗿𝗲𝗽𝗮𝗿𝗲𝗱 𝗳𝗼𝗿 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝘁𝗼 𝗴𝗼 𝘄𝗿𝗼𝗻𝗴. My goal is to be like J-Lo in The Wedding Planner (niche rom-com reference anyone?). Have a plan B for everything that could go wrong day of. This includes paying a little extra to have everything delivered the day before the event to avoid any major issues. Your peace of mind is worth the extra cost. ✨𝗟𝗼𝘃𝗲 𝘁𝗵𝗲 𝗹𝘂𝘅𝘂𝗿𝘆. Everyone knows I love anything sexy, chic, and expensive (my poor boyfriend 😅). This actually comes in handy for ONCE for an event of this style. Lean in and make sure everything you offer to your speakers AND audience is of high quality. You can do a lot with a small budget a little DIY, and a lot more thoughtfulness (for example: Personalized "reserved seating" signs for speakers). What do you think? Wish us luck!!

Let’s talk EVENT content… It’s awesome to see how many events there are out there, especially in B2B circles. It shows how hungry people are to gather, learn, and share experiences together. When you are making a significant investment in an event you shouldn’t walk away with some pics and a highlight reel! Below are a bunch of content ideas you can execute to optimize the impact. If you need an experienced content producer and strategist hit me up, happy to help! > Man on the street interviews- find a person on your team who loves to talk to people and capture raw interviews. Come up with potential themes and questions to support that theme. Make it fun and interactive. This will draw people into your booth and give you a bunch of content to publish during the event. > “Live” podcast- if you have a podcast bring the show to the floor and produce a live show at the event. This can be done at your booth or if you don’t have a booth you can rent a small room at the venue. Broadcasting live on YouTube or other channels is an option or recording and editing post event is always an option too. > Client/partner interviews- while your clients and partners are together…take advantage. It’s a good opportunity to grab short solo interviews, testimonials and more either at the booth or in a space at the venue. If the venue doesn’t support it, see if your hotel will or an Airbnb could be an option. > Host or participate in a panel- depending on the event or venue this may or may not be an option. Regardless, it is a great way to promote your brand and thought leaders on your team. The key is to be able to capture the session with your own team if possible so you own the recorded assets. > Product or platform demos- many of you have products you want to demo and your best presenters are likely at these events showcasing your latest launches. Best thing to do is before or after the floor is open film the presentation when there isn’t a crowd to manage.

❤️ 𝐌𝐚𝐱𝐢𝐦𝐢𝐳𝐢𝐧𝐠 𝐌𝐈𝐂𝐄 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐈𝐦𝐩𝐚𝐜𝐭 𝐰𝐢𝐭𝐡 𝐌𝐈𝐂𝐄𝐛𝐨𝐚𝐫𝐝: 𝐓𝐡𝐞 𝐏𝐫𝐞𝐦𝐢𝐞𝐫 𝐎𝐧𝐥𝐢𝐧𝐞 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐟𝐨𝐫 𝐆𝐞𝐫𝐦𝐚𝐧-𝐒𝐩𝐞𝐚𝐤𝐢𝐧𝐠 𝐄𝐯𝐞𝐧𝐭 𝐏𝐥𝐚𝐧𝐧𝐞𝐫𝐬 🌐 🇩🇪 🇦🇹 🇨🇭 ➡️ 𝐔𝐧𝐥𝐨𝐜𝐤𝐢𝐧𝐠 𝐭𝐡𝐞 𝐏𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥 𝐨𝐟 𝐌𝐈𝐂𝐄𝐛𝐨𝐚𝐫𝐝 𝐟𝐨𝐫 𝐄𝐱𝐜𝐞𝐩𝐭𝐢𝐨𝐧𝐚𝐥 𝐑𝐞𝐚𝐜𝐡 𝐢𝐧 𝐭𝐡𝐞 𝐌𝐈𝐂𝐄 𝐈𝐧𝐝𝐮𝐬𝐭𝐫𝐲 🌐 Greetings to all MICE Sales and Marketing Professionals, In the dynamic world of MICE, connecting effectively with your target audience is crucial. MICEboard stands out as a unique platform, offering unparalleled advantages to both event planners and suppliers. Let's delve into what makes MICEboard an essential tool for your MICE marketing and sales strategies. 🔍 MICEboard: A Distinctive Platform - Free Access for Event Planners: MICEboard is open and free for all event planners, eliminating barriers to access valuable resources. - German-Language Focus: As a leading online community, MICEboard caters specifically to German-speaking event planners organizing international events, providing content in their native language. - Tailored Content for International Planning: MICEboard offers custom information and inspiration, crucial for planners managing events outside Germany. 💡 MICEboard’s Offerings for Suppliers: - Multimedia Content: From webinars and documentaries to podcasts, vodcasts, and articles with photos, MICEboard publishes a variety of content to keep the community engaged and informed. - Supplier Presentations and Videos: Suppliers have the opportunity to showcase their offerings through detailed presentations and engaging videos. - SEO and AI-Relevancy: All publications on MICEboard are maximized for SEO efficiency and AI-recommendation relevancy, ensuring higher visibility in search engine results. 🌟 The Impact of Social Media Amplification: - Enhanced Reach and Visibility: Suppliers using MICEboard as their media channel benefit from extensive social media postings. This not only increases reach but also attracts attention and business inquiries. - Building Connections: The platform’s robust social media strategy extends the impact of your content, connecting you with a wider audience of potential clients and partners. ✨ Leveraging MICEboard for Your Success: As a MICE supplier, utilizing MICEboard can significantly boost your marketing and sales efforts. With its targeted approach and extensive reach, MICEboard provides a direct channel to the German-speaking MICE market. Let's discuss: How are you tapping into specialized platforms like MICEboard to enhance your MICE marketing and sales strategies? Join the conversation and explore innovative ways to maximize your impact in the MICE industry! #MICEIndustry #EventMarketing #DigitalStrategy #MICEboard #Networking #GermanMarket