How do most events and professional associations think about using video today? For the most part, video content falls into 2 categories:
- Session capture and live session streaming (90% +)
- Interviews (0% – 10%)
This is a very event-based strategy with content having a relatively short shelf-life and viewership numbers dropping off a few weeks after an event. This is problematic for several reasons;
- The budget allocated to content creation and delivery to viewers across devices does not yield a measurable return. In other words, it is difficult to measure what value was derived from putting this content in front of your viewers.
- The value that does exist – is short lived
Why is this? Well, a large percentage of companies that hold events typically don’t come from the media business and are not familiar with content models. This is not their core business and therefore not a core focus.
This approach needs to change because today every company is to a certain extent, a media company. The nature of an effective content strategy has shifted – from a predominantly paid model, to a predominantly owned model.
Over the past 50 years or so we have seen companies that purchased exposure to be successful with their content strategies. This paid model includes placements such as TV and magazine ads, billboards, direct mail, radio airtime and so on. In the last 5 – 10 years the effectiveness of this paid model has spiraled downwards. Audiences are far more assertive and less receptive to paid messaging than before and with this in mind we now see companies that distribute original, useful content to be most successful.
So, how can companies in the events space adapt? Lets look at a typical media company model as an example:
- Create a revolving content strategy
Content is frequently added and updated, keeping viewers consistently engaged
- Create content diversity
Cater to a broader audience with different content topics, lengths and themes
- Maintain control over access and viewer-experience
Require registration and authentication to view premium content, using a branded cross-device environment
- Drive social interaction
Get your audience commenting, sharing, liking and embedding your content
- Multi-channel distribution
Make content accessible from multiple areas – a dedicated site or app, YouTube, Facebook, Twitter, Instagram
- Design a clear conversion strategy
Whether conversion is gaining sign-ups, paid subscribers, ad-views or even just Likes
- Marketing, adoption and notifications
Keep content front-of-mind with email marketing, promotions and automatic interaction-notifications
- Measure viewer interactions
Pay attention to content and user analytics to drive informed business decisions on topics like content strategy and distribution
How can events and associations apply the same model, within a significantly smaller budget range?
Over the next few weeks we will address each item on this list in detail. Make sure to keep tabs on our Video Strategy Series by visiting our blog at virtuvent.com/learn
Next week in this series: “Creating a Revolving Content Strategy“