Content Repurposing for Event marketing

Why Repurposing Matters for Trainers

• Maximize Your Efforts: Get more mileage out of the time and resources invested in creating quality event content.
• Reach Wider Audiences: Different content formats appeal to different people, expanding your reach across platforms.
• Continuous Value: Event content has lasting value beyond the event date, attracting new audiences for future events.
• Training Foundation: Repurposing teaches strategic content thinking, a core event marketing skill.

Key Concepts for Training

1. Start with High-Value “Core” Content
   • Event Recordings: Webinars, keynotes, in-depth sessions
   • Speaker Slides (With Permission): Great for excerpts or summaries
   • Testimonials: Powerful social proof
   • Professional Event Photos: Usable across various channels
2. The Repurposing Web
   • One to Many: Illustrate how one “core” piece can be transformed:
     • Webinar -> Blog Posts, Short Videos, Quote Graphics
     • Slides -> Infographic, Social Media Carousel, Email Series
3. Match Format to Platform
   • Text-Heavy: Blog posts, email newsletters, downloadable guides
   • Visual: Image carousels (Instagram), infographics (Pinterest), video clips (YouTube)
   • Short & Snappy: Tweets, TikTok-style videos, engaging polls
4. It’s Not Just Copy-Paste
   • Tailor to Fit: Adjust tone and length for each platform’s best practices.
   • New Headlines: Write fresh headlines to grab attention in new formats.
   • Add Context: Don’t assume everyone has seen the original content.

Training Activities

• Repurpose Relay: Give groups the same “core” content (e.g., event recording). Teams must repurpose it for one platform, then pass it on for another team to reimagine for a different channel.
• The Content Remix: Provide a mix of event content (text, images, short video) and have trainees brainstorm various repurposing combos across platforms.
• Find and Fix: Find examples of poorly repurposed content. Trainees identify the mistakes and how to better adapt it to the new format.

Training Resources

• Content Repurposing Tools: Introduce a few simple tools to help streamline the process:
  • Canva (https://www.canva.com/): Graphic design for non-designers
  • Kapwing (https://www.kapwing.com/): Online video editing
  • Descript (https://www.descript.com/): Video & audio editing, transcription
• Blogs on Repurposing: Search for “content repurposing strategy” to find guides that resonate with your teaching style.

Trainer Tips

• Real-World Examples: Showcase successful content repurposing by other events.
• Set Expectations: Repurposing well takes some initial effort but has long-term payoffs.
• Encourage Collaboration: Pair trainees with complementary skills (writing vs. visual design) for brainstorming exercises.