Want to create value in the creator economy? When you create content - whether it's music, books, art, podcasts, videos, films, web series - you can this of these as assets.
But what if the most valuable content you create isn’t any of the above but an experience people show up for? An event?
Laura Correnti was on The Deal with Alex Rodriguez and Jason Kelly. She spoke about women’s sports. What stood out was how she talked about building IP, buying assets, and how media rights fuel growth.
To us, this applies well beyond sports. In the creator economy, assets and IP that generate content matter. More than podcasts, videos, newsletters, think event brands. Events don’t just create content once. They multiply it.
Sports is the obvious example. A game creates highlights, interviews, fan reactions, behind-the-scenes clips. Then it spreads. Broadcasts, social posts, commentary, watch parties, corporate hospitality events. Every layer adds more content and more attention. Sponsors and advertisers see the value.
Events (and sports are events) work the same way. Even smaller ones. A single event gives you sessions, panels, photos, short clips, blog recaps, newsletter material, audience reactions. Your audience creates more content just by showing up and sharing. That’s leverage.
Sports and events are assets. They are content multipliers. They compound! It's like a virtuous circle.
You need distribution also. Creation plus distribution is what gets sponsors and advertisers interested. Online and offline.
If you’re building in the creator economy, you need your own IP and assets. You build them from scratch. Or, if you can, you buy them.
And, your event brand can be one of the most flexible and valuable assets you can own. Your event brand can generate content and deepen audience engagement. And it can scale.
So, the real question is how you design events that become content multipliers instead of one-off moments?
Would love to hear how you’ve seen this work in practice.
If you want deeper ideas practical frameworks and strategies from real world events. Get the book 'EVENT MARKETING Ideas Insights and Strategies'. Available on Amazon.
🔔 Stay tuned to this channel if you want more actionable event marketing insights like this.
🛠️ Ready to grow your event visibility without complex algorithms? Visit: ShareYaarNow - The Smarter Event Discovery and Promotion Platform.
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