Sustainable content

Recycle, re-using and extending the lifecycle of your content

Sustainable content

By prioritising your messaging and audience engagement over the technical and logistical aspects of your event you are in the best position to maximise the long-term value of your content. Approaching content with a view to extending its lifecycle makes it easier to develop a content strategy for the entirety of the audience experience.

Events are the very last fixed point in an organisation’s marketing calendar. The low cost-to-reach of social media and the hyper-targeted possibilities of digital marketing make events a rare opportunity for an organisation to turn up in unison with a clear and consistent message.

A solid event content strategy will not only ensure you communicate effectively at the event itself, it also enables you to use it as a content aggregating tool. A case in point: you’re running a series of breakouts at your event. Follow each one with an interview of the main speaker to provide an abridged version of the breakout content that can be shared as part of a series of regular podcast episodes in the weeks following the event. Same content, different formats: re-use, recycle and extend.