Event marketing in the digital economy, the ability to create captivating and engaging content is important. Yet, the challenge lies in continually delivering fresh and exciting material to promote your events effectively.
Beyoncé and Taylor Swift, two iconic artists, have shown us
how to master the art of content marketing, content repurposing and using (yet) unseen content through their upcoming film
releases: "Renaissance: A Film by Beyoncé" and "Taylor Swift:
The Eras Tour”.
These films of their concerts serve as inspiring examples
for event marketers seeking to breathe new life into their event promotions. In
this article, we will explore how you can harness the power of re-purposing
content to elevate your event marketing strategy and strengthen your event
brand.
Content Repurposing: What is it?
Before diving into the strategies employed by Swift and
Beyoncé, let's clarify what content repurposing entails. Essentially, it's the
practice of taking existing content and adapting it for different platforms,
formats, or purposes. In the context of event marketing, it means finding
innovative ways to make the most of the materials you already have.
Extend the Reach of Your Events
Both Taylor Swift and Beyoncé used their concert footage to
create cinematic experiences that went beyond traditional concert recordings.
Swift's "The Eras Tour" and Beyoncé's "Renaissance" are
prime examples of how artists can repurpose their live performances into
stunning visual journeys. Event marketers can take a page from their playbook by
transforming event footage into compelling content that extends the reach of
their events.
Consider creating high-quality videos or live stream
recordings of your events and then repackage them as engaging online content.
Share highlights on social media platforms, create teaser trailers, or even
compile event bloopers into humorous clips. By repurposing event content into
shareable, bite-sized pieces, you can attract a wider audience and generate
buzz long after the event has concluded.
Build Event Hype with Sneak Peeks
Swift and Beyoncé understand the power of anticipation. Event
marketers can employ a similar strategy by releasing snippets of their upcoming
events or behind-the-scenes footage. These sneak peeks offer a glimpse into the
event's atmosphere, performers, and unique selling points, stirring up
anticipation and curiosity among potential attendees.
Create Immersive Storytelling
Both artists use their films to tell compelling stories that
will resonate with their audience. Take your audience on a journey. Event
marketers can harness the power of storytelling to create a strong event brand.
Craft narratives around your events that captivate your
audience's emotions and leave a lasting impact. Share stories of attendees
(with their permission) whose lives were transformed by your event or showcase
the journey of event preparation. By doing so, you not only connect with your
audience on a deeper level but also create content that can be repurposed for
promotional purposes.
Embrace Different Content Formats
Beyoncé and Swift use a variety of content formats to engage
their fans, from cinematic experiences to intimate interviews. Event marketers
should adopt a similar approach by exploring different content formats such as
podcasts, blog posts, webinars, or interactive quizzes. This diversity keeps
your audience engaged and allows you to repurpose event-related content for
various platforms and audiences.
Beyoncé and Taylor Swift have set the bar high when it comes
to content repurposing in the entertainment industry. As event marketers, you
may not have the luxury of releasing films in cinemas, but you can certainly
take inspiration from their strategies to elevate your event marketing game.
By repurposing event content creatively, extending your
event's reach, and embracing storytelling, you can build a stronger event
brand, generate buzz, and ultimately drive attendance to your events. In an era
where ‘content is king’, event marketers who master the art of content
repurposing will undoubtedly find themselves at the forefront of the industry.
Stay tuned for more insights and tips on event marketing success.
Comments
Post a Comment