Beyond networking opportunities and obligatory canapés, corporate events hold immense value for brands as seedbeds of content creation.
As any marketing or communications leader will know, content generated by events can be a powerful tool for building brand awareness and establishing your organisation as a thought leader in your sector.
But maximising the impact of hosting or attending a major event is no small feat. It requires meticulous planning and the right support and strategy.
After a decade of covering major events, we've learnt that success lies in an integrated marcomms approach with consistent messaging across all channels and touchpoints. A well-executed content strategy spanning the entire event lifecycle ensures your brand resonates before, during and afterwards.
Here are some key outputs to consider, each backed up by data.
The power of event video for social media
One of the most effective ways to maximise your impact is through live or almost-live video coverage. Video remains the top driver of return on investment (ROI), according to HubSpot's 2024 State of Marketing Report.
There's a huge audience appetite for a range of video content that can be quickly published across social channels, from LinkedIn to TikTok, Instagram and YouTube.
Two-thirds of consumers find short-form videos the most engaging type of social media content, Sprout Social says, and 2.5 times more engaging than long videos.
But it also revealed that more than a third of consumers find live video most engaging, valuing it for the opportunity to interact with event content in real time.
We've seen the power of event video first-hand. At a three-day North America summit hosted by a leading tech client, we delivered 27 fast-turnaround video soundbites and daily wrap-up videos.
Most of this content was published rapidly, with AI accelerating the work of our experienced journalists. We also produced over 1,000 still images, tapping into the second most engaging form of content, according to Sprout's research.
Live blogging for real-time engagement
Live blogging is another powerful tool to engage audiences hungry for the kind of immediacy that live events offer.
We provide on-the-ground, real-time event coverage for global clients, including session highlights, speaker interviews and behind-the-scenes photos, supported by strategic social media amplification.
The impact can be significant. A recent live blog in 2024 generated strong engagement for our client, with 4.3k visitors to their main site compared to 1.1k visitors in 2023, and an average visit time of 2 minutes and 27 seconds. This increase in website traffic not only grew the client's audience but also enhanced brand awareness.
Extending impact beyond the event
Maximising your content's impact before, during and after an event requires deep collaboration and expertise.
Our team of journalists – alumni of the world's biggest news organisations in print and broadcasting – possess the editorial and storytelling skills to transform your key gatherings into global highlights. Working in tandem with our social media strategists, they can deliver unmatched reach, engagement and ROI for major events.
Author: Simon Torkington
