For busy professionals, content material creation typically falls to the underside of the to-do listing. There’s no denying the significance of a constant digital presence, however all that artistic power is usually devoted to shopper occasions.
Fortunately, the visible nature of our business permits occasion execs to gather giant galleries of curated photos which can be excellent for focused advertising.
“The world of occasions presents an countless portfolio of colourful content material to select from,” says Carin Hunt of Celebration Pros. “The moments felt, the staff effort, and the main points that personalize every celebration are all alternatives to create partaking content material.”
With a lot content material to work with, it’s straightforward to keep your model presence on-line with out investing a lot time. To accomplish that, you want to harness the ability of repurposing.
Repurposing previous occasions extends the shelf lifetime of your pictures whereas offering a endless stream of content material to use in your web site, emails, and social media. But it’s not only a matter of reposting the prettiest photos out of your portfolio. Instead, observe these 4 ideas to stretch your occasions into a significant, long-lasting advertising technique.
Start with long-form content material
It can appear overwhelming to take into consideration the various methods you possibly can spotlight an occasion in your advertising. Should you publish it on Pinterest? Submit it to an actual wedding ceremony weblog? Create a TikTookay to showcase your favourite particulars?
While you would possibly select to do the entire above, Ava and the Bee’s Adrienna McDermott recommends beginning with a weblog publish earlier than exhausting all of your channels.
“Blogging ought to be the core piece of your content material advertising technique,” she confirms. “A single 500-word weblog publish can simply create weeks of content material to share on social media.”
Since a weblog publish sometimes requires extra heavy lifting than different advertising channels, you’ll have a bulk of the legwork executed with a lot to recycle in emails and in your most popular social platforms. You’ll even have an event-specific touchdown web page to direct folks concerned with seeing extra particulars, driving certified visitors to your web site.
Keep it recent
Copying and pasting snippets of your weblog publish may be tempting, however keep away from cloning your content material throughout channels. What works in a long-form weblog doesn’t translate immediately into an Instagram caption or e-mail publication.
Instead, tailor your messaging towards the supposed viewers of every channel. For instance, these in your e-mail listing have already entered your advertising funnel and are warmed up to your choices, so that you would possibly go into element concerning the shopper’s expertise. On the opposite hand, your Instagram followers are colder leads, so you might focus extra in your design inspiration and the way you pulled off a spectacular look. Consider what you need to convey to every viewers and modify your content material accordingly.
Another motive to keep away from carbon copy advertising: you’ll lose web page authority with Google and different serps. “In the case of website positioning, repeating your phrases tells the web that you’re not related as you don’t have anything new to share,” Hunt explains.
You also can run into issues with inaccuracies from older content material, particularly in the event you’re repurposing social media posts from occasions which can be over a 12 months outdated. Megan Breukelman of Megan & Kenneth encourages occasion execs to “be aware of any venue closures, relationships that did not work out, or different points that make your content material outdated.”
Repurposing content material is greater than duplicating and resharing previous work. Instead, it is a strategic method to clean up your visuals and messaging for brand new channels and audiences.
Play with roundups
Sharing a spotlight reel of the identical celebration a number of instances will get outdated rapidly. But there’s no motive to preserve content material separated by occasion!
Breukelman suggests combining occasion photos round a selected subject, like “making a TikTookay about your favourite wedding ceremony cake toppers or a weblog publish about autumn florals.”
In this manner, you possibly can compile pictures from many occasions to create new angles for content material that positions your model as a artistic thought chief. With a lot stunning work at your fingertips, consider matters that fit your viewers’s distinctive wants, like your favourite native wedding ceremony venues or the perfect coloration palettes to spotlight your area’s panorama.
Create a repurposing schedule
Repurposing previous occasions is a time-saving strategy, but it surely does require your consideration to guarantee content material is distributed evenly and in the appropriate locations. For occasion, you will not get a lot mileage by recycling a weblog publish throughout social media channels on the identical day.
Instead, McDermott recommends spreading it out. “Not all the things has to go up the week after the weblog publish,” she assures. “Filter it out by means of the subsequent 6-8 weeks.”
Your chosen channels and posting cadence additionally issue into how a lot time you’ll want to spend on content material advertising. “Choosing the place you intend to present up and the way typically in relation to your capability for time can be essential to your success,” Hunt asserts.
“When you assume deliberately about the place your viewers is interacting essentially the most, it is possible for you to to outline which social channels to publish to, the place to submit options, and whether or not or not an e-mail advertising technique is smart in your model,” she provides.
In different phrases, a number of strategic posts on the appropriate platforms can have a higher influence than every day posts on the unsuitable ones. And when time is proscribed, you possibly can’t afford to waste artistic power on content material that doesn’t produce outcomes.
There’s no want to spin your wheels on creating new content material on prime of manufacturing extraordinary celebrations. Let your work do the speaking! Repurposing previous occasions provides you a sensible advertising strategy to reveal your experience and innovativeness with out draining your time or sources.
Meghan Ely is the proprietor of wedding ceremony PR and wedding ceremony advertising agency OFD Consulting. Ely is a sought-after speaker, adjunct professor within the area of public relations, and a self-professed royal wedding ceremony fanatic.