It brings multiple benefitsWhen it comes to conference content, I think that the majority of organisers are missing a trick by not curating, or managing, their digital assets post-presentation.
By using simple technologies such as Keynote or PowerPoint, conference content can be transformed into video resources that, once published online, can help to build a bigger audience base for next year.
If a conference delivers compelling content, why would an organiser not wish to utilise it? The answer is simple – the age-old fear of giving everything away for nothing. Fortunately, today the world is different and it doesn’t necessarily mean losing revenue.
Monty Python is a perfect example of why this belief is outdated. The comedy act decided to let viewers watch clips free of charge on YouTube – and it paid off. Sales of the DVD box-set went up by 23,000% within a few days of its video channel launch.
Some organisers do provide slides after an event, but, in my experience, more often than not people tweet or email the presenters for the slides. Some of this is probably because a lot of speakers are doing so to promote their own products or services, but the organisers need to take control and change the approach.
Slides are not enough
Providing just the slides after the event isn’t enough these days. All good presenters use the slides only as prompts. At least 75% of the information contained in the session should be what they’re actually saying, so viewing slides is like watching a documentary without sound or subtitles.
I know that video-ing sessions is expensive. Fortunately, these days, there are ways to record the audio along with the presentation and export it as a video. Both PowerPoint and Keynote do this particularly well - put a radio mic on the presenter and you can record everything and easily put it online at minimal cost and within half an hour of the session ending. There are plenty of reasons to provide the presentations after the show. Often there are multiple tracks, with delegates wanting to attend two sessions taking place at the same time. Allowing them to see the other content is really delivering added value.
You may even want to consider giving anyone in the world access to the videos a few months after the event. Make sure it’s all branded, then the content should be a powerful advertisement for the event with people wanting to pay to attend next time around.
The benefits could be endless – sweating your assets can lead to the promotion of your next conference, boosting sales and giving the show’s website extra longevity. Get more mileage out of the content and use it to your advantage to drive next year’s conference by using simple facilities in the software you’re already using.
Give potential attendees the chance to get an understanding of what they can expect from the show before they part with their money. Couple that with YouTube advertising revenue and it’s a winning formula.
You could even let someone pay a lower fee to just get access to the content after the event – another revenue stream. They would still be able to hear the sessions but would save the price of travel, hotels and time out of the office. Of course they’d miss out on the networking opportunities, but that’s a decision for them to make.
This kind of flexibility builds relationships, audiences and website clicks all by curating content. It gives an insight into the show’s value by providing you with metrics to measure the conference’s success.
Swap the stick for a carrot and reap the benefits.