If you’ve ever felt the pressure to make your event content go further, you’re not alone. 75% of event planners say they repurpose content (Boldpush), though almost 47% of marketers say they lack a clear strategy for repurposing event content, despite recognizing its importance. Many rely on ad-hoc repurposing rather than having a structured approach (Bizzabo, 2022).
A common struggle for event marketing professionals is deciding how to extend the value of their event assets in a way that’s both cost-effective and engaging. How can you choose the best parts of your event to repurpose? And once you do, what formats should you focus on to reach the broadest possible audience?
Let’s tackle these challenges with proven, data-backed strategies that transform your event content into a powerful, high-performing marketing asset.
Maximizing ROI Through Event Content Repurposing: Why It Works
Keynotes, panels, and Q&A sessions can fuel your marketing strategy for months, increasing ROI and cutting costs. According to a 2023 (Bizzabo) report, repurposing event content can reduce marketing costs by up to 30%. (HubSpot’s) 2023 report also shows that this strategy can extend an event's impact for up to 12 months.
Beyond cost savings, repurposing expands its reach. (Bizzabo) 2024 event report found that 70% of event professionals use repurposing to engage audiences who missed the live event, driving brand awareness and enhancing event longevity.
Identifying the Most Valuable Event sessions to Repurpose
Deciding which parts of your event to repurpose can be challenging, but focusing on high-engagement segments and evergreen content is key. Audience engagement is a crucial factor. Sessions like Q&As or keynote presentations often drive the most interaction. For example, a 2023 report from Sprout Social notes that these segments see 50% more engagement compared to other parts of the event, making them ideal for repurposing.
To streamline this process, creating a "Content Value Map" right after your event can enhance repurposing efficiency by 35%, as per a 2023 (Bizzabo) report. Here’s how to create your own:
Collect event data: Analyze session analytics, engagement metrics, and attendee surveys to identify top-performing segments.
Categorize your content: Break your event into content types (e.g., keynotes, workshops) and rank them based on engagement and relevance.
Evaluate for repurposing: Prioritize segments with evergreen potential, high interaction, or dynamic speakers for blogs, podcasts, or infographics.
Map content to formats: Assign each segment to multiple formats (e.g., keynote highlights can become LinkedIn articles, while panel discussions might translate into social media posts).
Create a repurposing timeline: Plan a content rollout to maintain post-event momentum by scheduling blogs, videos, and podcasts over the coming weeks or months.
Best Formats for Repurposed Event Content
Once you’ve identified the most valuable content, the next step is choosing formats that align with both your audience’s preferences and the strengths of each platform. The good news? User-friendly tools make repurposing easier than ever, often without the need for external help.
Blogs: (HubSpot’s) 2023 report found that blogs derived from event content can boost website traffic by 55%. A simple yet effective format is a “5 Key Takeaways” post from a panel discussion, which has been shown to increase reader engagement by 45%.
Video Highlights: Short, attention-grabbing video clips from your event can supercharge social media engagement. According to (Wyzowl’s) 2023 Video Marketing Statistics, these videos can boost engagement by 80%—an ideal format for platforms like Instagram, LinkedIn, and TikTok.
Professional Tip: AnswerBite automatically analyzes hours of event recordings, pinpointing the best moments for video clips and extracting impactful quotes and insights from your speakers. This content can be effortlessly repurposed into engaging video highlights or thought leadership blog posts, maximizing your event’s reach and impact.
Podcasts: Repurposing your event sessions into podcasts is a smart way to tap into the growing audio content market. (Edison Research’s) 2023 Infinite Dial report found that podcasts can increase audience reach by 20%, offering a flexible format for those who prefer to consume content on the go.
Professional Tip: Use Anchor (now part of Spotify) to easily record, edit, and distribute podcasts, with no prior audio editing experience required.
Infographics and Visuals: Visual content drives engagement. A 2023 (Venngage) study found that infographics can increase content engagement by 50%. Turning data-heavy presentations or panel insights into easy-to-digest visuals is a great way to extend your event’s impact.
Professional Tip: Canva allows you to create stunning infographics and visuals from templates without needing any design expertise. You can also try Napkin, which automatically turns your text into visuals, with the help of generative AI.
Ensuring Engagement and Relevance in Repurposed Content
To keep your repurposed content engaging, focus on tailoring it to the specific platform. A 2023 (Sprout Social) report highlights that platform-optimized content can boost engagement by 60%. For example, a detailed blog post may perform well on LinkedIn, while short video clips work better on TikTok or Instagram.
Regularly updating repurposed content with current trends and insights also keeps it relevant. (HubSpot’s) 2023 study shows that updating content with new industry information can increase its relevance by 35%.
Professional Tip: Use tools like Google Trends and BuzzSumo to identify trending topics and keep your content fresh.
Final Thoughts
Repurposing event content isn’t just about making your event last longer—it’s about strategically extending the value of the insights and discussions generated. By focusing on high-engagement segments, using diverse formats, and streamlining your workflow, you can reduce costs, expand your reach, and sustain audience engagement long after the event ends.
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