There’s an awful lot of content around events that corporations are pushing out there. And most of it is god awful. The videos go out there, are not all that entertaining, and fritter away like a whisper in a rainstorm. What I’ve been seeing is a piecemeal approach to events and the marketing coverage prior to an event, during an event and then after one that doesn’t engage anyone in particular outside of the people on camera or their bosses and is never conceived of or produced with the audience in mind. But it doesn’t have to be that way.
For a Home Show (and a Comic Con event which I’ll get to another time) I put together a clearer vision of how video is just part, a still very crucial part, of the overall strategy of event coverage.
First of all let’s get to the video:
I shot, produced, directed and edited this video. I made sure it was segmented into different clips and topics that I could then cut up and syndicate to the different audiences that might be interested in it. Someone looking to find out about the features of The New Contour from Cox might not be interested in sitting through a three minute piece about interior design. Again, think of your audience.
The video was edited in three days and has a thirty minute run time including commercials so it can be placed on a tv station to run as an ad. It was uploaded to youtube as part of a content strategy that included infographics about the home of the future and articles about home security and something called “aging in place”. On each of these pages were CTAs that I made that would send people to a landing page where people could enter their email address to get a PDF infographic about Home Security. These leads would then be vetted and added to a list in Hubspot of people that signed up for info at The Home Show. This way leads are generated not just at an event, but prior to one and then can be added as long as the content remains online.
The thirty minute video is definitely not enough. It needs to be segmented. So I cut up the video and inserted it into blog posts specific to each topic and then did some targeted placement on social media, including this clip about The New Contour cable box and this one about The Designer Showcase.
— Cox Hub (@CoxHub) March 29, 2016
The posts have good on page SEO and are still searched for and read today, long after the event has taken place. This way, your events last longer than the weekend they take place and they can do more for your business long after the smiles and iPads with landing pages have been packed away.
Want to learn more about this project or would like to talk about how to get the most out of your events? Contact me and we can schedule a chat.