Creating consistent, high quality content is one of the hardest aspects of content marketing. Once you’ve created video content, you want to maximize its potential to get the biggest bang for your buck. Leveraging archived video content before, during, and after events is a key part of this process. The following tips will help you incorporate archived video content across your entire event experience.
Work with what you have
It’s easy to put off using video content for events when you’re brand new to video. You assume that over time as you produce superior quality videos with better gear, you’ll feel more comfortable using video for events. While there’s no question that professional gear and expertise help create awesome videos, you don’t need great equipment or tons of experience to create video that adds to your events. Start making video for events at your current level and continue to invest in gear and improve your skills as you’re able to do so.
Organize your archived video content
When you create new video content, it’s fresh in your mind. As you grow your video collection, it becomes difficult to remember all of the content you’ve created. Develop an organization system so you’re able to find what you need when you need it with ease. For example, if you have a behind the scenes series, label these videos with a behind the scenes keyword and include the date in the title of each video.
Perform a content audit
Auditing your existing video content will let you know which video content is driving the most traffic and engagement. Equipped with this information, you’ll understand which types of content do and don’t work well. From there, focus on sharing exclusively high performing content for events.
Use different types of videos
From creating product demonstration booths to providing content for key note speakers, archived video brings a visual, storytelling element to your events without the time and expense of creating brand new video. You’ll be able to extend the reach of your archived video content when you create a wide variety of videos. Just a few types of videos to consider include behind the scenes, how to videos, and video blogs. Pay attention to the video formats that work best for your particular events, and focus on building these video series for future events.
Consider the entire event experience
Once you’ve pulled a video clip for a brief demonstration on the trade floor or you’ve used a behind the scenes video for a speech, you may not think about other ways to use video during your events. Continuing to use video in ways that have worked well during past events is great. However, you want to keep expanding the reach of your archived content. Think about how you can use existing video during the event as well as before and after the event.
Leveraging archived video content happens more naturally when you make it part of the content creation process. As you brainstorm ideas for new videos, think about how you’ll use the videos through their entire life cycle, including at events. For example, even though you’re creating a product demonstration for your website, think about how you’ll be able to use it for a presentation during an industry event, too.