In a world where businesses seem to be falling over themselves to capitalize on content, one cannot simply hope to pull an enviable traffic to their business website with a mere handful of great write-ups. A constant stream of good quality content needs to be flowing for consistent results.
But how does anyone keep generating quality content forever? After all, even the smartest of brains runs out of ideas. The answer to this is simple- look around for what’s happening in the industry and see if it can be turned into ‘readworthy’ content. Yes, when coming up with new and innovative content ideas becomes laborious, trading on crucial business events remains the best bet to ensure consistent content generation.
However, this is easier said than done. And one pain area to consider here is the difficulty one has to face in deciding on which events to cover and which ones to leave out.
No doubt, a business’s journey towards its goal remains eventful. But everything it goes through cannot be of interest to its stakeholders, customers or anyone, for that matter. Being able to differentiate between important, less important and unimportant events is a challenge, though. Whether or not a particular event has the potential to become a piece of engaging content is something genuinely hard to tell.
If you think all these are challenges, difficult to take on, then you should simply read on. Below, you find five unique and practical tips to leverage events for quality content –
1. Stick to the clichéd ‘do some preliminary research’ advice-
To extract the most out of an event, its agenda, purpose and goal must, first, be understood. You can start off by reading up on the speakers. Next, try to figure out the focal point of each of the delivered speeches. Having a layout plan for the entire project will immensely help you. For any information that you haven’t been provided with, you should talk to the organizers directly.
Benefits of live-tweeting an event? It is effective, collective, interactive, cheap and most importantly, online. Post anything that you consider worth sharing with the world. Begin with creating a short, sweet, easy-to-remember and intuitive hashtag for the event and promote it. Every tweet, image, banner, webpage or email linked to the event should invariably entail this hashtag. Make your tweets catchy and be prepared with backup plans.
3. Find the crux of the story
No grand business event takes place without the ‘frontmen’ of the industry speaking their emotional and proud hearts out on stage. But that doesn’t mean you will have to cover everything. Multiple booths and stations set up at the event venue to allow multiple activities to go on only worsen the scenario. The trick here is to find the ‘hook of the story.’ If you don’t want your content to look like an event itinerary, you will have to provide it an angle; an angle that would add much more value to the event than covering it in an ordinary manner.
4. Weed out everything unimportant:
Neither every functionary speaking at an event, nor every word they utter is of importance. So, don’t bother being too transcriptive. Remember! The crispier the content, the more impressive it is. So, focus on ‘worth’- worth of everything- the speakers, speeches, sub-events, timings- literally everything. And build your content accordingly. Focus on stats, tweetable quotes or real data for maximum impact. For surefire success, you can try noticing audience reactions. If something excites them, it will excite your audience too. Include it in your content without much thought.
5. Don’t cringe to spend some money:
If you think interviews of the speakers and other dignitaries present at the event will make amazing content, then you are absolutely right. But these people are hard to access and they like to be interviewed by reputed media houses only. So, what to do? Propose to be a co-sponsor of the event. This way, you will gain some authority over the event, enough to be able to interview biggies. You can also get the interviews video-recorded and upload them on YouTube. If you are planning to write blogposts, you will be making them more interactive with these videos. And no, you don’t need a high-end camera to materialize this plan. All you require is a video enabled mobile phone and you are more than good to go.
Do you know what is most interesting and exciting about this entire event-content business? About 90% of the event attendees won’t even care to publish anything linked to the event, except for a few social media posts and tweets. You, on the other hand, can have an upper hand with about 10 to 15 different content pieces from a single two or three-day-long event. All that is needed is the right approach and you will realize how easy it is to capitalize on industry events for quality content.
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Source: Dulumoni Das
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